假日经济下少女装消费者研究

实地调研了上海市中心城区4家百货商场的10家少女装品牌的消费者信息,包括消费者购买动机、消费者购买行为.通过因子和频数分析,可以将上海少女装假日消费者分为4类,并确认其购买动机和购买动机差异.研究结论有助于少女装零售品牌了解服装假日市场,同时为少女装品牌针对自身品牌特征制定差异化的假日服务营销组合策略提供参考依据.

Study on Consumers for Girl Dress Under Holiday Economy

Conducted investigation of the consumer information of 10 girl dress brands in 4 Shanghai department stores, including consumer purchasing motivation, consumer buying behavior. Through the factors and frequency analysis, Shanghai girl dress consumers in holidays are categorized for four kinds of types, the purchasing motivations and its differences are also obtained. Research conclusion helps girl dress retail brands know about holiday market and provide them the reference to design specified service and marketing portfolio strategy, based on brand features and apparel holiday mar- ket.