女大学生服饰消费行为的研究.docVIP

本科毕业论文 题 目 女大学生服饰消费行为的研究 ——以甘肃农业大学为例 学 院 经济管理学院 专 业 市场营销 目录 摘要 1 关键词 1 Abstract 1 Key?words: 1 前言 2 一、消费群体与消费行为 2 （一）消费群体的定义 2 （二）消费行为的概念及基本原理 2 二、甘肃农业大学女大学生服饰消费现状及问题 3 （一）基本消费情况 3 1、消费来源 3 2、消费结构 3 （二）服饰消费行为特征 4 （三）存在的问题 9 1、感性冲动消费 10 2、盲目从众消费 10 3、攀比炫耀消费 10 三、影响女大学生服饰消费的具体因素 11 （一）家庭内部因素 11 （二）服饰本身因素 11 （三）外部环境因素 11 四、女装服饰企业的营销建议 12 （一）服饰性价比要求高 12 （二）网络营销不容忽视 12 （三）适当促销刺激消费 13 （四）店面装修突出个性 13 （五）韩式同款前景巨大 14 参考文献 14 致谢 15 附录 16 女大学生服饰消费行为的研究——以甘肃农业大学为例 摘要关键词The research of clothing consumption behavior of female college students -- Taking Gansu Agricultural University as an example Abstract: With the continuous development of economy and society, the commodity is more and more abundant, the peoples living standards have improved significantly. In the entire apparel consumption market, female college student is an important consumer group. And the female college students’ clothing consumption behavior is constantly changing. Their purchase behavior analysis has great practical significance for product positioning of garment enterprises and the proposal of sales strategies. This article though to questionnaire survey which is based on different majors and grades of female college students in Gansu Agricultural University.After statistical get relevant information, in order to show the female students’ clothing consumption behavior characteristics and the existing problems.we also analyze the specific factors affecting the female college students’ clothing consumption, put forward some marketing suggestions to womens clothing enterprises. Key?words: female college students； clothing ；Consumer behavior；Gansu Agricultural University 前言 、 （一）消费群体的定义 消费群体，指有消费行为且具有一种或多种相同的特性或关系的集体，统称消费群体。消费行为 consumer behavior 消费者为获得所用的消费资料和劳务而从事的物色、选择、购买和使用等活动。亦称消费者行为。对消费行为的研究，主要是从市场角度考察消费者选购某种消费对象的动机及其决策过程。对消费行为的系统论述，形成于第二次世界大战以后。为了开拓消费