大學(xué)生服裝消費行為及企業(yè)對策研究.pdf

1、天津工業(yè)大學(xué)碩士學(xué)位論文大學(xué)生服裝消費行為及企業(yè)對策研究姓名：孫艷華申請學(xué)位級別：碩士專業(yè)：設(shè)計藝術(shù)學(xué)指導(dǎo)教師：馬大力20081201AbstraotWithturbochargedeconomicdevelopmentinChinainthelastdecade，peopleareincreasinglyconsciousabouttheirqualityoflifeCollegestudentsareleadingthistrend

2、，particularlywithregardsclothing，whichisanecessityofeverydaylifeTheirclothingneedsareincreasingdiversified，differentiatedandindividualizedThisposesagreatchallengerforthetextileandfashionindustryIndustrialplayersatthecoll

3、egestudentssegmentsshouldconstantlypayattentiontotheeverchangingneedsoftheirconsumersandinvestigateintothefactorsthatinfuencethecollegeconsumer’SbehaviorsThisauthorlookedintotheconsumerbehaviorsofcollegestudentsbyconduct

4、inginterviews，surveysandliteraturereviewFromthere，themaincharacteristicsandcategoriesofcollegestudentconsumptionbehaviorarededucedTheeauthorthengivessomeconstructiveadvicetotheindustryconcernedondetailedclassificationofc

5、ollegestudentsfashionmarketandthedevelopmentandmarketingoffashiongoodsThisresearchisdividedintofiveparts：Inthefirstpart，bywayofintroduction，thebackgroundofthisresearchisdiscussedIttracesbacktothetheoriesofcollegestudentc

6、onsumptionbehavioranddiscussesthemethodologyandmajorresearchfindingsThesecondpartdiscussesthetheoryusedforthisresearchandrelatedtheoriesonconsumptionbehaviorsofcollegestudents，andelaboratesthefactorSwhirinflueccetheconsu

7、mptionbehaviorofcollegestudentsThethirdparttalksabouttheinterviewsandsurveyincludingthepurpose，themethodology，thepracticalstepstakenandtheanalysisoftheresultsthereofThefourthpartconcernstherecommendationsmadebasedonthere

8、searchresultsonproductsstrategy，pricingstrategy，marketingstrategy，customerservicestrategy，saleschannelsandpromotionsBywayofconclusion，thefifthpartrecapstheanalysisandrecommendationsKeywords：collegestudents，clothingconsum