当代大学生服装消费文化特征分析

Research of the clothing consuming culture characteristics of contemporary university students

采用问卷调查法对国内7个省的大学生进行了调查,并用SPSS软件对问卷进行统计,分别从服装的消费观念、消费行为、消费心理、消费审美等角度进行分析,得出当代大学生服装消费文化特征:赞同适当消费,能够理性消费;品牌忠诚度高;展示个性;参照群体主要是同学;追求物美价廉;亟待出现专属品牌。根据得出的结论,提出了针对大学生服装的营销策略。

The survey was on the college students which belongs to seven different provinces using the method of the questionnaire, then used the SPSS software for statistical analysis of the questionnaire; It analysed from four aspects： clothing consuming views, clothing consuming psychology, consuming behavior and the consuming aesthetic. Clothing consuming cultural characteristics of contemporary university students are obtained： Approving of the appropriate consumption and being rational consumption; High brand loyalty; Displaying personality; The reference community mainly is schoolmates; Pursuing excellent in quality and reasonable in price; Urgently looking forward to having the exclusive brand. According to the conclusions, the marketing strategies was put forward.