摘要
中国现阶段正处于大历史背景下的社会转型期,此时的中国消费市场出现了一些显著的特征:炫耀性消费,盲目追随性消费和冲动性消费,并且这些消费特征有明显上升的趋势。面对这一现象,服装企业该如何在危机中寻找机遇?如何调整市场战略以适应眼下消费者的需求?本文认为:增强品牌意识,改变经营思路,拓宽营销渠道是转机的基础。我们说有"危"才有"机",中国的服装产业应在消费市场变化的当下找出自己的发展道路。
Chinese is undergoing profound changes,th ere have been some unique features developed in China’s consumer market： conspicuous,impulsive consumption and blind trend following.Sadly,these characters are becoming more prevalent.Faced with these difficulties,how can our fashion industry identify opportunities？ This is the focus of this article,i.e.how to ad-just our market strategy to suit the current consumer demand？ Increase brand awareness;change business strategy;widen selling circulations.Great dangers often present great opportunities.We should take full advantage of them and forge a path forward in this rapidly evolving market.
出处
《特区经济》
北大核心
2011年第1期283-285,共3页
Special Zone Economy
关键词
炫耀性消费
追随性消费
冲动性消费
品牌意识
conspicuous consumption
trend-following consumption
impulsive consumption
brand awareness
