中小服装企业品牌设计开发决策因素分析

Analysis of factors on decision-making behavior of design and development for apparel SME brands

在中小服装企业品牌设计开发决策中存在的问题影响了企业品牌成长。从中小服装企业品牌角度和消费者角度,就影响中小服装企业品牌设计开发的因素进行调研,利用主成分法分析并提取设计开发决策的影响因素。得到了中小服装企业品牌设计开发决策因素、消费者评价因素、基于消费者评价的中小服装企业品牌设计开发决策因素三大结果。研究结果能帮助中小服装企业品牌决策者更有针对性地去考量和寻找决策信息,从而提升设计开发决策的准确性。

Many problems existed in the decision-making of design and development will affect the growth of apparel SME brands. From the point of apparel SME brands and consumers,influencing factors on decision-making behavior of design and development for apparel SME brands are obtained with principal component analysis based on the survey questionnaires. Three main research results consist of the influencing factors of decision-making of design and development,the influencing factors of consumer evaluation and the influencing factors of decision-making of design and development based on consumer evaluation,which would make the information-gathering and decision-making behaviors of design and development of apparel SME brands more targeted and accurate.