本文選題：大學(xué)生 + 服飾��； 參考：《陜西科技大學(xué)》2013年碩士論文

【摘要】：衣食住行,是人們?nèi)粘Ｉ钪械谋匦杵贰Ｍ瑯?消費(fèi)行為也是伴隨著人們生活、社會(huì)發(fā)展的重要活動(dòng),是社會(huì)生產(chǎn)歷史發(fā)展的重要前提。在當(dāng)今社會(huì)經(jīng)濟(jì)快速發(fā)展之下,國(guó)民整體的文化和消費(fèi)水平都有所提高,大學(xué)生人數(shù)逐年快速遞增,在我國(guó)基本國(guó)情之下,大多數(shù)家庭結(jié)構(gòu)發(fā)生變化,獨(dú)生子女家庭越來(lái)越多,每個(gè)家庭都愿意讓自己的孩子走進(jìn)高校、接受高等教育,而在家庭消費(fèi)中大學(xué)生消費(fèi)比重也越來(lái)越大。在我國(guó)高校中,大學(xué)生的服飾消費(fèi)是在每月支出配額中重要的組成部分之一,大學(xué)生對(duì)于生活的態(tài)度一向?yàn)⒚撟杂?對(duì)于服裝的需求也有著很強(qiáng)的自主性和自我認(rèn)識(shí)。因此,要把握大學(xué)生的消費(fèi)需求、動(dòng)機(jī)等一系列的心理和消費(fèi)行為的特點(diǎn),制定出大學(xué)生的服飾消費(fèi)行為模式,使企業(yè)根據(jù)此特點(diǎn)細(xì)分市場(chǎng),制定出針對(duì)于大學(xué)生的服飾產(chǎn)品與營(yíng)銷策略。從而將此群體的消費(fèi)心理、消費(fèi)行為與之有機(jī)的結(jié)合在一起,形成一個(gè)完整的概念,這就能夠成為研究大學(xué)生服裝市場(chǎng)的新課題。 本文是以消費(fèi)者行為學(xué)和消費(fèi)者心理學(xué)為基礎(chǔ)理論,通過(guò)問(wèn)卷調(diào)查法、資料收集法、分析法等研究大學(xué)生這一特殊群體的服裝消費(fèi)行為和需求,設(shè)計(jì)大學(xué)生的服飾需求及消費(fèi)行為的問(wèn)卷調(diào)查,隨機(jī)找出陜西10所高校400名學(xué)生做大量的問(wèn)卷調(diào)查,分析數(shù)據(jù)之后,找出大學(xué)生服飾消費(fèi)心理特點(diǎn),得出大學(xué)生的服飾消費(fèi)行為的模式。使得企業(yè)更好地把握好大學(xué)生這一龐大的服飾市場(chǎng),了解他們的消費(fèi)心理和需求。 全文共分為五個(gè)部分。 第一部分,對(duì)大學(xué)生服飾消費(fèi)行為及需求這一課題的研究背景、現(xiàn)狀、方法以及研究目的作的一定的論述,這也就是本課題研究的意義所在。 第二部分,大量的查閱消費(fèi)者行為的資料,對(duì)消費(fèi)者行為作了基本概念的論述,并對(duì)大學(xué)生服飾消費(fèi)行為的基本概念作了界定。以馬斯洛需求層次學(xué)說(shuō)為理論基礎(chǔ),分析大學(xué)生服飾消費(fèi)的需求,并賦予其基本的概念。 第三部分,設(shè)計(jì)調(diào)查問(wèn)卷,運(yùn)用問(wèn)卷調(diào)查法做了市場(chǎng)調(diào)研,隨機(jī)抽取的陜西10所高校的400名大學(xué)生做了問(wèn)卷調(diào)查,得到大量的可靠數(shù)據(jù)。分析出大學(xué)生在購(gòu)買服裝時(shí)的經(jīng)濟(jì)實(shí)力是以經(jīng)濟(jì)實(shí)惠為主,以及他們?cè)诜椣M(fèi)的過(guò)程中有著內(nèi)外因素的制約,同時(shí)影響當(dāng)代大學(xué)生服飾購(gòu)買決策過(guò)程的因素有哪些。 第四部分,通過(guò)第三部分的數(shù)據(jù)分析,可以找出大學(xué)生在服裝消費(fèi)過(guò)程中的動(dòng)機(jī),從大學(xué)生的大一、大二大三、大四三個(gè)階段分析對(duì)服飾的心理需求的不同,了解他們的消費(fèi)心理特點(diǎn),最終制定出大學(xué)生的服飾消費(fèi)行為的新模式。 第五部分,隨著經(jīng)濟(jì)的發(fā)展,服裝品牌也越來(lái)越多,但針對(duì)于大學(xué)生的服裝品牌少之又少,而大學(xué)生的人數(shù)不斷增加。在這樣的情況下,企業(yè)面對(duì)大學(xué)生的服裝市場(chǎng)又該何去何從�？蓮膬蓚�(gè)方面分析：一是服裝品牌面對(duì)消費(fèi)群體的細(xì)致劃分,使更多的服裝企業(yè)走上品牌多元化的道路；二是對(duì)現(xiàn)有品牌做的一些改進(jìn)策略。
[Abstract]:Food and clothing is a necessity in people's daily life. Similarly, consumption behavior is an important activity that is accompanied by people's life and social development. It is an important prerequisite for the development of social production history. Under the rapid economic development of today's society, the overall culture and consumption level of the people have been improved, and the number of college students is increasing rapidly year by year. Under the basic national conditions of our country, most family structure changes, the only child families are more and more, each family is willing to let their children enter colleges and universities, accept higher education, and the proportion of the consumption of college students is increasing in the family consumption. In our universities, the clothing consumption of the students is important in the monthly expenditure quota. One of the components, college students' attitude to life has always been free and free, and the demand for clothing also has a strong autonomy and self-awareness. Therefore, to grasp the characteristics of a series of psychological and consumer behavior of College Students' consumption demand, motivation and so on, make out the pattern of clothing consumption behavior of college students, so that enterprises should be based on this characteristic. It is a new topic to study the clothing market of college students by combining the consumer psychology and consumption behavior with them to form a complete concept.
This paper is based on the theory of consumer behavior and consumer psychology. Through questionnaire survey, data collection, analysis, and so on, this paper studies the clothing consumption behavior and demand of the special group of college students, designs a questionnaire survey on the demand and consumption behavior of college students, and finds out a large number of 400 students in 10 colleges and universities in Shaanxi. After the investigation and analysis of the data, we find out the psychological characteristics of the consumption of the college students' clothing, and get the mode of the behavior of the clothing consumption of the college students, which makes the enterprises better grasp the large clothing market of the college students and understand their consumption psychology and needs.
The full text is divided into five parts.
The first part, the research background, the present situation, the method and the purpose of the study on the consumption behavior and demand of the university students, which is the significance of the research.
The second part, a large number of information on consumer behavior, the basic concept of consumer behavior is discussed, and the basic concepts of College Students' clothing consumption behavior are defined. Based on the theory of Maslow's demand level, the demand of College Students' clothing consumption is analyzed and the basic concepts are given.
The third part, the design questionnaire, the use of the questionnaire survey method to do market research, randomly selected 400 college students in 10 colleges and universities in Shaanxi to do a questionnaire survey, and get a large number of reliable data. The analysis shows that the economic strength of college students in the purchase of clothing is mainly economic and they have internal and external factors in the process of clothing consumption. What are the factors restricting the decision making process of contemporary college students' clothing purchase?
The fourth part, through the analysis of the third parts of the data, we can find out the motivation of college students in the process of clothing consumption. From the freshmen, the second big three and the big 43 stages, we can analyze the different psychological needs of the clothing, understand their consumption psychological characteristics, and finally formulate a new pattern of the clothing consumption behavior of the college students.
The fifth part, with the development of the economy, the clothing brand is more and more, but the needles for the college students are fewer and fewer clothing brands, and the number of college students is increasing. In this case, the enterprises face the clothing market in the face of college students and what to do. The first is the detailed description of the clothing brand in the face of the consumer group. To make more clothing enterprises take the road of brand diversification, and the two is to make some improvement strategies for existing brands.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G645.5

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本文編號(hào)：1911775