老年消费者服装购买习惯研究--以绍兴地区为例.pdfVIP

Marketing 市场营销 老年消费者服装购买习惯研究 ——以绍兴地区为例 文 | 劳越明 摘要：随着中国进入老龄化社会，老年经济迅速升温，老年服装市场成为蕴含无限商机和发展潜力的亟待开发 的“银色领域”，老年服装消费呈现出许多新特征。目前，老年服装市场发展存在诸多问题，尤其是对老年服 装的消费研究相对滞后，阻碍了老年服装的发展。本文从探究老年人的服装消费购买习惯入手，为企业能够准 确地进行老年服装市场定位提供参考依据。通过对绍兴地区老年消费者服装购买习惯的调研发现，老年消费者 属于比较理性的消费群体，老年女性消费者有比较高的购买欲望，企业和商家应该根据以上特点进行准确的市 场定位，重视产品质量，不断提高服务水平，这样才能在老龄社会中抢得“银发经济”的先机。 关键词：老年服装；购买习惯；消费特征 Research on Clothing Consumption Habits of Older Consumer —A Case Study of Shaoxing Region Abstract: With China entering the aging society, fashion design targeting senior citizens is becoming a big challenge as well as a great opportunity therefore its commercial value and development potential attract ; apparel enterprises attention. Nowadays, many problems exist in this field, especially the backwardness in the research of the consuming psychology. This thesis studied the buying habits of elderly clothing consumer, and provided some references for related enterprises making positioning on elderly clothing market. According to the case study of Shaoxing region, senior consumers have a rational view on consumption; elderly female consumers have higher desire to purchase clothing. In order to gain market competitiveness, clothing enterprises should attach importance to product quality and improve service. Key words: elderly clothing; consumption habits; consumption characteristics 自1999年起，我国进入了老龄化社会。在“十二五”期 大多集中在医疗保健和养生方面，对服装、鞋帽等方面的关 间，我国将出现第一个老年人口增长高峰，60岁以上老年人 注度并不高。据中国老龄协会公布的一项统计资料表明：目 将由1.78亿增加到2.21亿，老年人口比重将由13.3%增加到 前全国老年人每年潜在消费能力约为3 000亿元，其中服饰 16%。人口老龄化带来的一个根本性社会问题就是老人特殊 穿着占l/3。由此可见老