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基于联合分析法的快时尚服装消费偏好研究——来自太原市的证据 被引量:1

Research on Fast Fashion Clothing Consumption Preference Based on the Joint Analysis Method——Evidence from Taiyuan
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摘要 为解决快时尚品牌在二线城市的发展困境,以太原市264位快时尚服装购买者为样本,运用联合分析法从产品质量、时尚程度、服务水平三个方面构建快时尚服装消费偏好模型,并运用K-means聚类进行市场细分。结果表明,产品质量是影响太原市等二线城市消费者最为关键的因素;女性消费者更偏好时尚性和质量,男性则偏好产品的服务;在太原等二线城市快时尚服装本质是服装领域的“快消品”。据此,为快时尚品牌在太原市场的经营发展提出营销建议。 In order to solve the development dilemma of fast fashion brands in second-tier cities,264 fast fashion clothing buyers in Taiyuan were taken as samples,and the consumption preference model of fast fashion clothing was constructed from three aspects of product quality,fashion degree and service level by using the conjoint analysis method,and the k-means clustering was used for market segmentation.The results show that product quality is the most important factor affecting consumers in second-tier cities such as Taiyuan.Female consumers prefer fashion and quality,while men prefer service.In second-tier cities such as Taiyuan,the essence of fast fashion clothing is"FMCG"in the field of clothing.Accordingly,put forward marketing Suggestions for the management and development of fast fashion brands in Taiyuan market.
作者 武跃丽 王璐璐 朱向梅 刘铮 WU Yue-li;WANG Lu-lu;ZHU Xiang-mei;LIU Zheng(School of Economics and Management,North University of China,Taiyuan 030051,China)
出处 《科技和产业》 2020年第4期26-32,共7页 Science Technology and Industry
基金 山西省哲学社会科学“十二五”规划课题“山西文化产业集群发展研究”的研究成果。
关键词 太原市 快时尚服装消费偏好 联合分析法 K-MEANS聚类 Taiyuan city fast fashion clothing consumption preference conjoint analysis method K-means clustering
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