Research on ZARA Green Marketing Strategy Based on Consumer Perception

摘要：

　　With the gradual enhancement of consumers awareness of green environmental protection, clothing brands are also increasingly concerned about and focus on green marketing strategy and behavior.This paper analyzes the research on the green marketing strategy of ZARA by the questionnaire survey from the four dimensions of green research and design, green production and packaging, green enterprise public welfare activities and green concept communication, On this basis, analyzes its strengths, weaknesses, opportunities and threats, and correspondingly put forward some suggestions.

关键词： ZARA Green marketing strategy Consumer perception

作者: JingLong Xu

作者单位: Shanghai University of Engineering Science, Longyuan Road, Shanghai, Songjiang, 201620, China

会议类型: 国际会议

会议名称: 2017上海纺织服装创意创新研究生学术论坛暨第十一届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 111-115

在线出版日期: 2017-07-01（万方平台首次上网日期，不代表论文的发表时间）