摘要
随着国内经济的高速发展,社会消费也空前的高涨,使得城市女性消费范围不断扩大,内容日趋丰富多样,从而带动了女性用品市场的繁荣,尤其在服装消费市场表现得尤为明显,在众多的服装生产及销售企业中,如何脱颖而出获得女性消费者的青睐?研究女性服装消费心理、消费特征及消费偏好,从而进一步满足女性消费者的服装消费需求成为服装消费研究中必不可少的关键环节。
本文主要从:北京女性服装购买所注重的属性、北京地区女性服装消费总体特征、北京不同女性服装消费的细分特征三个方面来探讨女性服装消费行为的规律。通过对300位北京女性的调查,并在此基础上运用SPSS16.0统计软件进行分析,通过对调查题项进行单一要素的北京女性整体消费特征及偏好分析、两个要素之间的不同女性服装消费特征及偏好的分析及三要素之间的结合不同服装销售业态与不同年龄、不同收入的女性进行的交叉分析,得到了北京女性服装消费的总体特征、总体偏好以及不同女性所特有的服装细分特征、细分偏好。通过对北京女性服装消费的渐进式分析,对主要三种服装销售业态的经营与发展提出相关建议,使其能够在激烈的竞争中能够更好的组织资源来满足消费者的需求,帮助服装行业的从业者较快的找到女性消费者对服装的诉求点,从而有的放矢的制定营销策略,使营销活动取得成功。
With the rapid development of the domestic economy, an unprecedented upsurge of social consumption, making consumption of urban women, the increasing scope and content become increasingly diverse, which led to the prosperity of women's cosmetics market, particularly in the apparel consumer market has been particularly evident in a number of clothing production and sales of businesses, how to stand out access to female consumers? Study of women's apparel consumer psychology, consumer characteristics and consumer preferences so as to further satisfy the consumer's apparel women's apparel consumption, consumer demand to become an essential key to the study.
In this paper, from: Beijing women's clothing to buy the attention of the relevant attributes, the Beijing women's apparel consumption, the overall characteristics of the region, Beijing, the breakdown of the different characteristics of women's apparel consumption, to discuss the three aspects of women's apparel consumer behavior patterns. Through the survey of 300 women in Beijing, and on this basis, using statistical software SPSS16.0 analyzed the survey items carried by a single element of the Beijing women's overall consumer characteristics and preferences analysis, two factors are different between the women in Beijing clothing consumption characteristics and preferences among the three elements of analysis and combination of different clothing sales Yetai with different ages, different income women for cross-analysis of women's apparel consumption, Beijing has been the general characteristics of the different women in the general preferences and unique clothing fine sub-features, segments preferences. Beijing women's apparel consumption by incremental analysis, the main three kinds of clothing sales Yetai management and development of relevant recommendations to enable it in the fierce competition to better organize production and business to meet consumer demand, helping apparel industry practitioners quickly find women's clothes appeal to consumers right point, and thus the development of targeted marketing strategy to marketing success.
引文
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