【服装设计与工程专业】【毕业设计+开题报告+文献综述】海宁地区皮革服装消费行为调查分析.doc

（20_ _届） 本科毕业论文 海宁地区皮革服装消费行为调查分析 摘要：我国皮革服装工业经过二十多年的快速发展，已逐步成为世界上公认的皮革服装生产大国，而海宁作为中国皮革服装的领头军，也有其悠久的历史。皮革业不仅是改革开放以来海宁实现工业经济发展跨越的主要动力，更已成为海宁知名于国际国内的一张响亮的名片。身为海宁人的我也一直对海宁的皮革服装行业较为关注，借这次毕业论文的机会，通过相关资料的查询，分析皮革服装的设计与消费要素，并掌握消费行为分析的方法，以海宁皮革商都为调查点，设计以皮革服装特征与消费行为关系的调查问卷，通过得出数据从顾客皮革服装的消费行为和对海宁皮革产业现状和前景的分析皮革产业存在的问题和该走的方向，希望以此为皮革企业在消费行为分析的基础上设计产品与营销策略提供帮助。。 关键字：皮革服装；问卷调查；消费行为；策略 Analysis of consumer behavior about leather clothing in Haining area Abstract: In recent years, we all can see that Chinas leather garment industry after twenty years’ rapid development, has gradually become recognized as the worlds largest producer of leather garments, and Haining as the leading military in the China leather clothing industry also has its long history. Not only the leather industry in Haining is the main driving force for the industrial economic development but also has become a loud card in the international and domestic. As a Haining person, I have always paid more attention to the Haining leather garment industry. By this thesis，I did some related investigates to analyse the design of leather garments and consumer factors, and grasped the means of the consumer behavior, decided Haining fur traders as the survey site, and designed a questionnaire that based on the characteristics of leather garments and the relationship of consumer behavior. By the datas of this questionnaire and Haining leather industry’s status and prospects I just found some problems of leather industry and the direction to go. I really hope that these can give a hand in the design of products and marketing strategies for the leather business. Key Words: leather clothing； investigation way of questionnaire； consumer behavior；strategy 目 录 1 论 1 1.1 概述 1 1.2 本章小结 2 2 海宁地区皮革服装消费行为调查分析 2 2.1 调查方法与调查对象的基本情况 2 2.2 调查结果统计及分析 3 2.2.1 消费者皮革服装消费支出情况 3 2.2.2 消费者的购买行为 4 2.2.3 消费者的着装态度 5 2.2.4 影响消费行为的因素 6 2.2.5 消费者的购买过程及购后行为 7 2.3 本章小结 8 3 海宁皮革产业现状和前景分析 9 3.1 海宁皮革产业现状 9 3.2 海宁皮革产业前景 12 3.2.1 从消费状况分析 12 3.2.2 从皮衣消费者