【服装设计与工程专业】【毕业设计+开题报告+文献综述】基于嘉兴地区大学生市场的针织服装品牌需求分析.doc

（20_ _届） 本科毕业论文 基于嘉兴地区大学生市场的针织服装品牌需求分析 摘要：针织服饰穿着舒适、贴身合体、无束缚感、能充分体现人体曲线。而嘉兴地区其独特的地理、经济、人文环境对针织服装势必具有较大的影响，也必然影响到企业对针织服装消费者群体的适当定位以及生产、营销的方式。面对大学生这一特定的年轻消费群体，作为服装企业特别是针织服装企业应当合理了解大学生服装消费行为特点和预测他们当前和未来的生活状态，明确他们对针织服装的具体需求，积极做好品牌的塑造工作，才能做到有的放矢，才能在这个充满潜力的市场上赢得竞争优势。 因此，本课题的主要目标在于通过对嘉兴市大学生针织服装消费情况的调查，了解大学生针织服装的消费能力，掌握了大学生针织服装消费行为的特点和针织服装消费心理需要，以及各种因素对针织服装消费行为的影响。揭示了大学生针织服装消费规律，预测大学生的针织服装消费倾向，从而尽量为针织服装品牌制定服装设计生产销售计划提供客观合理的理论依据。 关键词：嘉兴地区；针织服装；嘉兴市大学生；大学生消费特点 Analysis on demand for knitted clothing brand oriented undergraduate student in Jiaxing Abstract：Wearing knitting clothing, feels fitable ,confortable and could show the human body curve completly. And definitely unique geography, the economy, the humanities environment of Jiaxing have great affect on Kintting clothing , It also affects the enterprise to local,produce and marketing the knitting clothing consumer community.Having the specific young customer- the university student, as the clothing enterprise especially the knitting clothing enterprise, must understand properly the behavior characteristic of the university student consumer and forecast their life situation now and in the future , make sure their specific demand of knitting clothing, build up the brand positively, Only by doing so, we can achieve with a clear goal, and win the competitive advantage in this potential market. Therefore ,according to investigate the codition of consume of knitting clothing of university student in Jiaxing, this paper is mainly aim to know the consuming ability of student to these knitting clothing, and well understand consumer behavior and psychological demand to knitting colthing , as well as the effect caused by several reasons. Aslo,this paper reveals the consume rules of the university student to knitting clothing, forecast the propensity to consume of university student to knitting clothing,then , above all these could provide objective and reasonable theory to design, produce and sales program to the knitting c