西安童装市场消费行为分析及研究.doc

29毕业设计(论文)题目名称：西安童装市场消费行为分析及研究系别：经济管理系专业/班级：市场营销学生：张晓玲学号：071013111125指导教师（职称）：杨向军（副教授）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ABSTRACTOurchildrenclothingmarketatpresentisfacingopportunitiesandchallengesco-existsociety.Saidopportunitybecausealongwiththesocialimprovementoflivingstandardsdisposablepersonalincomegrowthchilden'sgarmentsmarkethasachange"new3yearsoldthreeyearssingertreadle3years"oldideaagainwithrenewedtheopportunity.Saidchallengeischildren'sclothesthispotentialmarkethasbeenmoreandmorebusinessescompetitionislesspromisinghavequietlyrekindled.Thisarticleattemptstopresentthelargepotentialmarketratetheextensiveconsumergroupsanincreasinglycompetitivechilden'sgarmentsmarketforfurtherresearchandanalysistooutlineachilden'sgarmentsmarketsituationchildren'sclothingconsumptioncharacteristicsandbehaviorandfuturedevelopmenttrend.FirstthepresentsituationofXianchilden'sgarmentsmarketsummarizingincluding"children'sclothing"definitionofconceptchilden'sgarmentsmarketsituationandexistingproblemsofchilden'sgarmentsmarketvariousaspectsofthespecificanalysisandexposition.Secondlyseparatelyfromchildren'sclothingconsumptioncharacteristicsconsumerbehaviorandinfluencefactorsofchildrenconsumerstobuydetailandanalysis.Finallybasedontheanalysisofcomprehensiveconclusionsandmaterialon