西安童装市场消费行为分析及研究.docVIP

PAGE 14 西安童装市场消费行为分析及研究 摘 要 我国的童装市场目前面临的是机遇与挑战共存的社会。说机遇是因为随着社会生活水平的提高，个人可支配收入的增长，童装市场已一改“新三年，旧三年，缝缝补补又三年”的老观念，重新焕发了商机。说挑战是童装这个极具潜力的市场已经被越来越多的商家看好，竞争的硝烟已经悄然燃起。本文旨在对当前西安市场规模大，潜在消费群体广，竞争越来越激烈的童装市场作进一步的研究及分析，以勾勒出一个童装市场的现状、童装消费特点和行为以及未来的发展态势。首先，对西安童装市场的现状进行概述，包括对“童装”概念的界定、童装市场现状以及童装市场存在的问题等各方面展开了具体的分析和论述。其次，分别从童装的消费特点、消费行为以及影响童装消费者购买因素出发，进行详细的阐述和分析。最后，本文在综合各项分析结论及资料的基础上，对西安童装市场环境、市场细分特征以及目标市场定位进行分析，就产品、价格、渠道、促销四点提出了对西安童装市场开发和市场营销策略的一点建议。 关键字： 童装；市场；消费行为 ABSTRACT Our children clothing market at present is facing opportunities and challenges co-exist society. Said opportunity because along with the social improvement of living standards, disposable personal income growth, childens garments market has a change new 3 years, old three years, singer treadle 3 years old idea again, with renewed the opportunity. Said challenge is childrens clothes this potential market has been more and more businesses, competition is less promising have quietly rekindled. This article attempts to present the large potential market rate, the extensive consumer groups, an increasingly competitive childens garments market for further research and analysis, to outline a childens garments market situation, childrens clothing consumption characteristics and behavior and future development trend. First, the present situation of Xian childens garments market summarizing, including childrens clothing definition of concept, childens garments market situation and existing problems of childens garments market various aspects of the specific analysis and exposition. Secondly, separately from childrens clothing consumption characteristics, consumer behavior and influence factors of children, consumers to buy detail and analysis. Finally, based on the analysis of comprehensive conclusions and material, on the basis of Xian childens garments market environment, market subdivision characteristics and analyze the target market positioning, product, price, place, promotion four proposed to the Xian