童装消费行为分析.pdfVIP

河南工程学院毕业设计

摘要

随着社会经济的发展和人们生活水平的不断提高，童装消费已经成为当前国内家庭生活

消费的重要支出之一。中国童装市场巨大的发展空间和诱人的发展前景，正吸引着国内外众

多的厂家和商家。面对如此巨大的市场空间，越来越多的童装生产商家将会抢占童装市场的

商机、占领市场份额。

本论文通过对中国童装市场巨大需求潜力和国内童装市场发展现状的分析，并基于调查

和文献参考，从儿童和成人两个消费角度对童装消费行为进行了研究。

通过对童装消费者行为的研究，本文从童装市场细分和目标市场定位的角度,就品牌、形

象、产品、定价、促销五点提出了对童装市场开发和市场营销策略的一点建议。

最后通过总结，提出本课题研究的局限性和进一步研究的必要性。

关键词：童装市场,消费者行为

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河南工程学院毕业设计

Abstract

Withthedevelopmentofsocialeconomyandconstantimprovementofpeoplesliving

standard，consumptionofthechildrensclotheshasalreadybecomeoneoftheimportant

expenditureofdomesticfamilyslivingconsumptionatpresent.theenormousdevelopmentspaceof

Chinesechildrensclothesmarketandit’scaptivatingdevelopmentprospect,attractingnumerous

producersandtradecompaniesbothathomeandabroad.Inthefaceofsoenormousmarketspace,

moreandmorechildrensclothesproducethebusinessopportunitythatthetradecompanywill

seizethechildrensclothesmarketandcapturethemarketshare.

Thispaperthroughananalysisoftheenormousdemandpotentialityandcurrentsituationofthe

developmentofdomesticchildrensclothesmarket,andbaseoninvestigateandconsultingwith

documents,studyonconsumerbehaviorofthechildrensclothesfromtwoanglesofchildandadult.

Accordingtothestudyonconsumerbehaviorofthechildrensclothes,fromtheanglesofthechilds

clothesmarket’ssubdividingandthetargetmarket’schoosing,fromthebrand,image,product,

priceandpromotesalesthesefiveaspectsPutforwardsomesuggestionsofthemarketdevelopment

ofthechildrensclothesandMarketingtactics.

Finally,throughthesummary,putforwardthelimitedofthisthesis’sstudyandthenecessityofthe

furtherresearch.

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