服装市场中消费审美心理趋势解析及应用

Analysis and application on the trend of consumptive and aesthetic psychology in clothing market

为了使广大服装企业能够更好地了解目标消费群的不同消费需求和购买动机,以便占有更大的目标市场空间,并在获得更大利润的同时满足特定消费群的自我实现诉求,本文通过调研、案例分析等,得出现代服装市场消费审美心理的发展趋势,即审美与功能结合、个性与时尚结合、品位与文化结合.提出了与这些发展方向适应的企业营销策略,即注重产品设计的创新度、发挥终端市场中导购的作用及注重品牌形象的塑造与推广.

In order to make clothing enterprises better understand the different purchase demands and motivate the target consumers, occupy more target market space, and satisfy the realization of self-fulfilling requirement of specific consumption group, the development trend of consumptive and aesthetic psychology in clothing market is obtained through investigation and case study, namely, aesthetic combins with function, individual character combins with fashion etc. The suitable marketing strategies of clothing enterprises are also put forward, namely, pay attention to innovation of product design,and popularization and image of the brand etc.