基于70、80后消费者着装需求的品牌商务男装货品结构及设计研究

发布时间：2018-01-18 02:11

本文关键词：基于70、80后消费者着装需求的品牌商务男装货品结构及设计研究　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：全球商务男装已全面进入多元化发展的时代,市场需求日益升温。中国男装业同样面临着服装消费需求日益细分化的局面,同时,商务男装消费出现了消费支出较高、消费趋向品牌化、消费行为个性化、消费品牌差异化等新特点,在国际化外交、对外合作、国内外交流频繁的今天,无疑是国内品牌商务男装面临的一次重大挑战。现今的商务男装消费者除了基本的商务场合着装需求外,更是对品牌商务男装提出了精准化的消费需求。本文从70后、80后男性消费者的视角,在满足消费者着装需求的前提下,探索市场、品牌和消费者的变化以及三者之间的关联性,以品牌商务男装货品结构为切入点,讨论目前服装品牌如何将目标客群的着装需求与品牌产品有机结合,为解决品牌准确定位、品牌健康发展提供有效的探索途径和可借鉴的方式。笔者通过阅读大量文献资料,借助社会学中世代人群的理论基础将课题的研究范围锁定在70后、80后两个世代。通过选择不同城市、不同商圈、不同季节、不同时间段等条件因素,进行大量田野调研及街拍。首先,分析两个世代人群的生活方式、审美偏好、服装消费行为、品牌忠诚度等方面的特征,将每个世代的人群分为三个类型并总结归纳出不同类型消费者的定义及关键词,继而分析每种类型的品牌商务男装消费者的着装偏好、心理诉求;然后,将不同类型的着装需求提炼得到70、80后商务男装消费者的三种关键着装诉求点,再分析关键着装诉求点与终端仓位的品类属性以及配搭需求的关系,最后,从订货角度以及销售运营角度对货品结构深入分析,最终运用到代表品牌商务男装的新一季货品结构设计中,从而为商务男装的商品企划提供可靠的参考与指导。
[Abstract]:Global business men's wear has entered an era of diversified development, and the market demand is heating up day by day. Chinese men's wear industry is also facing the situation of the increasing differentiation of clothing consumption demand, at the same time. Business men's wear consumption has a high consumption expenditure, consumption trend to brand, consumer behavior personalized, consumer brand differentiation and other new characteristics, in the international diplomacy, foreign cooperation, frequent exchanges at home and abroad today. There is no doubt that domestic brand business men's wear is faced with a major challenge. Today's business men's wear consumers in addition to the basic business occasion dress needs. This paper explores the market from the perspective of post-70s and post-80s male consumers under the premise of satisfying the needs of consumers. With the change of brand and consumer and the relationship between them, this paper discusses how to combine the clothing demand of the target group with the brand product organically with the structure of the men's wear of the brand as the breakthrough point. In order to solve the accurate positioning of the brand, brand healthy development to provide an effective way to explore and learn from the way. With the help of the theoretical basis of the sociological generation population, the research scope of the subject is locked in the post-70s, the post-80s generation. Through the selection of different cities, different commercial areas, different seasons, different time periods and other conditions. A large number of field research and street photography. First, analysis of the two generations of people's lifestyle, aesthetic preferences, clothing consumption behavior, brand loyalty and other aspects of the characteristics. The people of each generation are divided into three types and the definitions and keywords of different types of consumers are summed up, and then the clothing preferences and psychological demands of each type of business men's wear consumers are analyzed. Then, the different types of dress requirements are refined to obtain three key dress claims of post-70,80 business men's wear consumers. Then it analyzes the relationship between the key dress demand point and the category attribute and matching demand of the terminal position. Finally, the article analyzes the structure of the goods from the perspective of ordering and sales operation. Finally, it is applied to the design of the new goods structure representing the brand business men's wear, thus providing reliable reference and guidance for the commercial men's wear commodity planning.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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