服装市场营销中英文版Word文档格式.docx
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服装市场营销中英文版Word文档格式.docx
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1.background,aimandobjectives
Inordertounderstandtheyoung,hipconsumersdemandforclothing,aswellasyoung,hipconsumersperceptionofclothing,whatneedstobeimproved,throughclothingtoyoung,hipconsumersconsumersurveyandresearch,wecangraspthenewtrendinconsumption.
2,researchtopic----youngfashionconsumersforinvestigationofsmartcasualclothing.
Ihopethatthroughthisstudytoknowtheyoungerfashionconsumerdemandforstylishcasualwear.Suchastheproduct,series,pricing,channelmarketingneeds.Consumerslikewhatkindofproducts,suchascolor,fabric,pricingandpromotionsandotherpreferences.
scopeofstudyandmethodology:
(A)thescopeofsamplingthissurveytargetedatschoolstudentsandtheschool-agepopulation(b)samplingsurveytakenahierarchicalscaleofnon-probabilitysamplingmethods(c)thesurveymethodologyconsumersurveyquestionnaireandinterviewsurvey(d)investigationsnumber:
50.
Thebodyofresearch:
OfwhichIamtheyoungerfashionconsumergroups(15-35)clothingmarketresearch,surveynumber50.Wastevolume1(2%).Thisreportwillbeinvestigatedinaccordancewiththequestionnaireanalysisoftheclassificationofoccupations.Type:
classastudent36%atotalof18people.White-collarclassb20%atotalof10people.Classcservice28%atotalof14people.Classd14%atotalof7people.Thisyouthfulgroup,ourinvestigationwillhavenosmallgains.Now,belowtoseeoursurveyresults:
1.Proportionofmenandwomen
sex
man
woman
Proportion
40%
60%
2.Monthlybasiclivingexpenses
veragemonthlyconsumption(yuan)
500-800
800-1000
1000-2000
2000以上
18.3%
36.7%
23%
22%
20%
37.8%
21%
21.2%
total
38.3%
74.5%
44%
41.2%
3.
Averagemonthlyonclothingconsumption.
服装上的消费/月
Lessthan300
301-500
501-1000
Morethan1000
18.70%
41.70%
28.30%
11.30%
19%
45.60%
29%
6.40%
Onclotheseachsemesterspentmostofthegirlsandboysfrom301to500Yuan,butwithineachpricerangethereisstilladifference:
Whenyouspendlessthan300yuan,theproportionofboysthangirls;
spent300yuanandabove,theproportionofboysthangirls.Visibleintheoverallconsumptionlevelinmuchthesamecircumstances,girlsinspendingonclothinghasbeenlowerthanforboys.
4.Preferencetypebrandclothing
Garmenttype
Sportsapparel
Casualclothing
jeans
other
百分比
14%
11.70%
Datacanbeseen,thistypeofconsumerpreferencesportsapparelandleisureclassdress.Andaftermyinvestigations,inadditiontowork,theconsumergroupsverylittleclothingtochooseacareer.
5.Favoritefashionstyle
fashionstyle
partysu
EuropeanStyle
JapaneseandKoreanstyle
Avant-garde
Nations
proportion(%)
32%
18%
8%
Canbeseenthroughthedata,consumergroupsliketheEuropeanandAmericanavant-gardestylewithmorepeople,theyliketheatmosphere,highlightingthepersonalitiesandfashionclothing.
6.Favoriteclothingbrand
Favoriteclothingbrand(MultipleChoices)
ONLY
ZARA
C&
A
H&
M
Levi‘s
Etam
verymoda
E-LAND
other(M&
ESportsapparel)
74%
51%
82%
48%
67%
63%
68%
42%
Below,Iwilldoitthroughdifferentoccupationalclassificationanalysis.Firstofallwewillbeoccupationstostudentsinvolvedinaspecificanalysisofthequestionnaire.Specificanalysisareasfollows:
Occupation:
student(atotalof18peopleagerange18-24years)
Shoppingfrequencyclassification
4to10timesamonth
11to17timesamonth
others
62%
17%
Formscanbeintuitivelyseenstudentsshoppingfor4-10timespermonth.Collegelifewithrelativeease,somorestudents'
time.Moretimeisspentshoppingisalsorelatively.
one-piece(yuan)
Lessthan100
101-300
Morethan501
24%
49%
Atthispointcanbeseenmoststudentscanacceptclothingpricedbelow300yuan,forstudents,garmentpricesshouldbesetataround300,pricedrelativelyeasyforstudentstotakeandbringaboutadeal,increasingtheturnoverrate.
ShoppingPlaces(MultipleChoices)
Mall
specialtystore
Foreigntradeandleisurestore
Universitylivingarea
hypermarket
onlinestore
64%
9%
47%
43%
GeneralstudentselectioncanbeseenaroundtheForeigntradeandleisurestore,hypermarketoronlinestore,fashionclothingstoretopurchaseobjectsforstudentsshouldnotbethestoredé
corlookonluxuries.Notneedpricedveryhighplacesetupshop,foundedhisownclothingstorealsoopeneduponlinesaleschannel.
Thenumberofnetpurchases
1
2~5
5~10
Morethan10
50~100
100~150
150~250
250~500
6%
Throughformsandresearchindicatethatmoststudentslackoftrusttothenetpurchase,buycheaponlinepricesareveryattractiveofthemtospend,andbecauseofthepostagewouldpromptthemtobuymoreforpostagepurposes.
Itcanbespeculatedthatclothingstylesforstudentsisdiverse.Butlotsofpersonality,atmosphere'
sclothingismorepreferences.
38%
34%
53%
30%
54%
Studentsfavoritebrandsarenotthesame,thebrandisthebrandofchoiceformoststudentstotake,however,questionnaireinvestigationtheylearnedthatmostofthestudentslikedthebrand,buttheywillnotbuy,becausethereisnopurchasingpower.Betternottodosomethingforthestudents'
clothingsalespriceisnoteasytoletstudentsacceptbrand.Mostofthestudentsarestilltalkingabout,relativelyeasytoacceptismodestlypricedmassbrands。
Trustobject
Brand
Advertising
Manypeoplewear
Qualityisgood
Other
11%
13%
46%
Forsellers,brandclothing,propagandaisquiteimportant.Butwhetherit'
sbrandedclothingorgarmentsingeneralqualityistrustedbythevastmajorityofstudents,soclothingisessentiallybetterthequalityoftheproduct,themoretrustwillattractmorerepeatcustomers
Clothingaboutchannels(MultipleChoices)
Friends/relatives
Networkinformation
Theirpreviousexperience
Shoppingfinds
72%
41%
98%
Forastudent,buytheclothesmostfriendswillrespondtoadvertisingcampaignintroduced.So,intheclothingbrandexpansionstage,istostrengthentheadvertisingcampaign,suchasTV,computer,magazineadvertisingandmakewelleverycustomerservice,thisisthebestwaytostorepublicity.
Likethewaypromotions(multiplechoice)
Discountpromotion
Discountpromotion
Specialoffers
VIPpromotions
Cumulativeconsumercashback
100%
97%
95%
Fromtheabovetableitcanbeseenthatbasicallyallpromotions,thestudentsreallyliked,butindividualstudentsthataccumulatedcashbackcampaignwillpromotemindlessconsumption
Thefactorsinfluencingpurchases(multiplechoice)
Staffintroduction
Clothing
Pricehigh-low
79%
Forthestudents,buyclothingortheclothingstylesarecompatiblewiththeirownpreferences,butmostofthestudentsareonthepriceisstillverymuch,soinexpensiveclothingisoneofthemostpopularstudent'
sheart.
Likefashionaccessories(selectallthatapply)
hat
glasses
jewelry
scarf
belt
packsack
78%
89%
88%
Clothingstorenotonlycouldrunforstudentbodyclothing,shopscanalsoincorporateotherclothingaccessories,suchasjewelry,scarves,belts,strapsorshoes.Clothingsalesprocessalsocanmixbeautifulclothes,shoes,backpacksasadisplay.Thebuyerthroughtheprocesscanbedescribedwithmatchingaccessorieswithgoodvisualeffect.Justsimplysellapieceofclothing,canalsobeaseriesofmatchinggoodclothing.
Above,thestudentgroupclothingsalesmorefreedom,canhavedifferentstyles,butexpensiveclothingoneasiertobeexcludedfromtheGeneralstudentbody.Preferablyledbytheabout200yuanmedium-pricedperpieceprices,relativelyeasyforstudentstomaketheirpurchasingdecisions.
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