浅析浙沪地区90后高中生服装消费心理

文档编号:FZ014   文档字数:13291.页数:30

摘　要：如今社会中，90后蓬勃发展。今日中国的信息发展迅速，同时由于“经济全球一体化”的原因，全球各地的物品均涌入中国，各国交流日益广泛，而90后相对年轻，对新事物的接受能力较强，在审美观和价值观方面也与前人有很大不同。特别是浙沪地区城镇高中生处于优越的文化环境、丰厚的物质生活和川流不息的信息流中，使他们的视野更加爱阔，消费更超前。他们作为一个特殊的市场，有着巨大的消费潜力。谁愿意花费时间去迎合他们的需求，谁就会预先抢占未来的一个庞大消费市场，争取消费者成为忠诚消费者的努力，应该从他们年轻时开始。因此，把握青少年的心理与行为特征，将服装设计、服装营销与青少年心理、审美等融合成一个完整的设计理念与品牌推广营销方案，将成为服装企业引导青少年服装消费的新趋势。
关键词：90后高中生；服装；消费潜力；心理与行为特征
  
A Brief Analysis Of Garments Consumption Of post 90s Psychology in the zhejiang and shanghai area
Abstract: Nowadays, the 90s is flourishing. Today as a result of "globalization" and with the rapid development of China the goods from all over the world are available in China and the exchange becomes more extensive. The 90`s are relatively young and have the ability to accept new things which is very different and aesthetic from the previous values. Urban high school students are more particular and superior in cultural environment , abundant material and information flow stream, so that they have more wide vision, even they are more ahead in consumption. They are the most potential consumers in the market. To make them loyal and potential consumers and to seize the future of a huge consumer market from their younger days, it is important to spend time to meet their advance needs. Therefore, it is important to grasp young people psychology and behavioral characteristics and make a complete design concept of marketing and branding program integrating fashion design, apparel marketing and adolescent mental to help young people become the garment enterprises of the new trends in clothing consumption．
Key words: high school student in 90s ;garments ;consumption potential ;psychology and behavioral characteristics
目  录
摘  要
Abstract
引　言 1
一、研究浙沪地区90后高中生服装消费心理特征的战略意义 2
（一）研究浙沪地区90后高中生服装消费心理特征对服装企业的意义 2
（二）研究浙沪地区90后高中生服装消费心理特征对消费者的意义 2
二、浙沪地区90后高中生服装消费心理特征的研究基础 2
（一）消费心理的概念以及和消费行为的关系 3
（二）90后高中生心理特征概述 3
三、针对浙沪地区90后高中生服装消费心理的问卷调查与分析 5
（一）问卷的设计 5
（二）问卷的调查地点、样本及调查方法 5
（三）问卷数据分析 5
1、针对浙沪地区90后主观服装消费心理调查分析 6
2、针对浙沪地区90后服装消费客观原因影响调查分析 11
四、浙沪地区90后高中生服装消费心理特征 16
（一）服装消费中追求名牌 17
（二）服装消费中追求个性化 17
（三）服装消费过程更理性化 17
（四）服装消费中容易受外界及自身情绪影响 18
（五）服装消费中的模仿心理 18
五、结  论 18
致  谢 20
参考文献 21
附录一 22
附录二 24

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