90后大学生休闲服消费价值观研究

发布时间：2018-12-11 03:52

【摘要】：当前数字化媒介和社会化媒体等新兴事物的兴起,消费者和企业信息不对称的区间越来越小。经济的快速增长,居民收入增加,服装消费持续增长。中国作为重要的国际市场,外来品牌进驻与本土品牌之间的竞争越发激烈。企业如何维持和提高品牌的竞争优势,成为占有市场,立足脚跟的关键。本研究回顾了竞争优势的相关理论,提出从消费价值观角度以罗兰·贝格的消费者价值元素表为理论基础,本文以90后大学生为研究对象,以消费者在休闲服购买过程中的行为偏好为导向,通过样本分布和访谈形式为质化研究结果,编制90后大学生休闲服调查问卷,并以调研品牌为例进行分析。(1)通过问卷调研得出“协调”、“刺激”、“舒适”、“品质”、“简约”、“网络”、“美誉”、“社会责任”、“性差”、“服务”、“性价比”、“环保”12个消费价值观元素,并以因子均值和因子标准差为参数,制作象限图,从总体上描述了90后大学生休闲服消费多维的价值取向结构。(2)通过第一部分个人价值观问卷调研得出,90后大学生个人价值观对其消费价值观有影响;在人口统计属性的研究中,“性别”“专业”“月生活费”“居住地”与消费价值观相关性较为明显,对企业进行市场细分营销策略提供建议。(3)通过对休闲服品牌选择分析,分析90后大学生品牌选择行为与其休闲服消费价值观元素的相关性发现,越贴近90后大学生的消费价值观越能赢得更大的市场占有率;而后以美特斯·邦威、ZARA、优衣库三个品牌为例,通过产品消费价值观、服务消费价值观、品牌形象消费价值观三个方面分析消费价值观作用下品牌特征表现,分析特征背后休闲服品牌运作的方式。(4)结合研究结论提出营销建议,希望可以为国内休闲服企业提供现实思考和可行的营销决策。
[Abstract]:With the rise of digital media and social media, the interval of information asymmetry between consumers and enterprises is becoming smaller and smaller. Rapid economic growth, income increases, clothing consumption continues to grow. As an important international market, the competition between foreign brands and local brands is becoming more and more fierce. How to maintain and improve the competitive advantage of the brand has become the key to occupy the market and base on the heel. This study reviews the relevant theories of competitive advantage and proposes that Roland Berger's list of consumer value elements should be taken as the theoretical basis from the perspective of consumption values. Based on the behavior preference of consumers in the process of casual wear purchase, the questionnaire of casual wear of post-90s college students was compiled by using sample distribution and interview form as qualitative research results. And take the research brand as an example to carry on the analysis. (1) through the questionnaire survey obtains "coordinated", "stimulates", "comfortable", "quality", "simple", "network", "reputation", "social responsibility", "sex poor", "service", "performance-to-price ratio", "environmental protection" 12 consumption value elements, and taking factor mean value and factor standard deviation as parameters, make quadrant diagram, In general, it describes the multi-dimensional value orientation structure of casual wear consumption of post-90s college students. (2) through the first part of the personal values questionnaire survey, the personal values of post-90s college students have an impact on their consumption values; In the study of demographic attributes, the correlation between "gender", "specialty", "living place" and consumption values was obvious. Through the analysis of brand selection of casual wear, this paper analyzes the relationship between brand selection behavior of post-90s college students and the consumption value elements of casual wear. The more close to the consumption values of post-90s college students can win a greater market share; Then take Meters Bonway, ZARA, Uniqlo as an example, through the product consumption value, the service consumption value, the brand image consumption value three aspects analyzes the brand characteristic performance under the consumer value function, Analysis of the characteristics behind the casual wear brand operation. (4) combined with the conclusion of the study put forward marketing suggestions, hoping to provide domestic casual wear enterprises with practical thinking and feasible marketing decisions.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.55;F416.86

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