Zara

Modern Marketing 现代市场营销, 2012, 2, 12-17 doi:10.4236/mom.2012.21003 Published Online February 2012 (http://www.hanspub.org/journal/mom)

The Marketing Exploration of Knockoff Garments, Exemplified by Adivon in the Comparison of Zara*

Jiale Peng

School of Management, Xiamen University, Xiamen Email: 409755653@qq.com Received: Dec. 7th, 2011; revised: Jan. 3rd, 2012; accepted: Jan. 18th, 2012

Abstract: The economy phenomenon of shanzhainowadays has developed a lot in recent years, especially Adivon in garments industry. Although it is much known in internet now, we can also see that compared with the international brand Zara, it still has a big gap. As nowadays society call more for the consumer value, this paper will base on the questionnaire analysis, second-hand data research and depth interview with Adivion’s brand manager, and see from the 4C angle marketing theory to compare the Chinese shanzhai Adivon, which is typical in garments industry, with the international famous brand Zara. And the paper found that the Chinese shanzhai garments need to change their brand image, give some content to the brand in the premises that it keeps its advantage of cheap prices and various style. Also, it should have the 4C marketing concept, which is focus on consumer and implement it into the real practice. Only by this can the shanzhai really have a consistent development. Keywords: 4C; Shanzhai; Adivion; Zara

对比 Zara，阿迪王式的中国山寨营销初探*

彭家乐

厦门大学管理学院，厦门 Email: 409755653@qq.com 收稿日期：2011 年 12 月 7 日；修回日期：2012 年 1 月 3 日；录用日期：2012 年 1 月 18 日

摘

要：近年山寨经济近年在中国取得了迅猛发展，服装行业尤以阿迪王为例，尽管近年来阿迪王的

网络知名度越来越高，但是和国际大牌 Zara 相比，仍是有很大的差距。随着近年来对消费者价值的提 倡，本文采用问卷分析和二手资料相结合的方法，同时结合深入访谈阿迪王品牌总监的资料，从营销 理论 4C 角度入手，将中国服装行业典型山寨企业阿迪王和国际知名山寨品牌 Zara 进行对比，进而发 现中国式的山寨需要在保持低价多款的优势下，从质量入手重塑品牌形象，赋予品牌一定的内涵。同 时要有以顾客为中心的 4C 营销理念，并将之贯彻到企业日常运营，以此才可获得长远发展。 关键词：4C；山寨；阿迪王；Zara

1. 山寨经济

曾几何时，山寨一度成为热门词。从最开始的山

*

寨机，到各种形式的山寨电子产品，如今的山寨，已 经到了各个领域。食品上有由奥利奥衍生出来的奥多 多， 粤利粤。 服装上有曾风靡一时的 Zara(没有严格被 定义为山寨)， 阿迪王。...