摘要
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.
出处
《纺织科技进展》
CAS
2008年第5期83-85,共3页
Progress in Textile Science & Technology
关键词
大学生
服装
消费
文化
特征
university students
clothing
consumption
culture
characteristics