服装楼中店消费的影响因素

Factors Affecting the Consumption in Fashion Uppershops

近年来,一种新兴的商业模式——楼中店悄然出现,这种隐藏在高楼和小区里的店铺呈现出快速发展的趋势。通过对上海地区服装楼中店的市场调研,了解服装楼中店目前的生存状况,并对上海地区消费者进行调研分析,系统剖析服装楼中店中的消费特征。从消费者特征因素和营销组合因素2个方面考查,并分别得出影响服装楼中店消费的主要因素,为服装楼中店的经营发展提供借鉴。

In recent years, uppershop as a new business mode has appeared and being developing rapidly. Through the investigation of the uppershops in Shanghai, the current operating status of uppershops has been researched. Through the survey on consumers in Shanghai region, the consumption features of fashion uppershops have been systematically studied. From the perspectives of consumer features and marketing elements, the major factors affecting the consumption in fashion uppershops have been summarized, which provides useful reference to the practical operation of fashion uppershops.