[1]李洪坤,刘 琼.品牌女装市场调研因素构成及分析[J].服装学报,2017,2(06):547-552.
　LI Hongkun,LIU Qiong.Composition and Analysis of the Research Factors of the Market of Women’s Wear of High Brand Value[J].Journal of Clothing Research,2017,2(06):547-552.
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品牌女装市场调研因素构成及分析()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第2卷
期数:
2017年06期
页码:
547-552
栏目:
服装品牌营销
出版日期:
2017-12-31

文章信息/Info

Title:
Composition and Analysis of the Research Factors of the Market of Women’s Wear of High Brand Value
作者:
李洪坤;  刘 琼
江西服装学院 服装设计学院,江西 南昌 330201
Author(s):
LI Hongkun;  LIU Qiong
Institute of Garment Design,Jiangxi Institute of Fashion Technology, Nanchang 330201,China
分类号:
TS 941.8
文献标志码:
A
摘要:
为了解与满足消费者需求,服装企业在制定新产品开发计划前,应做好充分的市场调研,以保证新产品推出市场后的良好反映,为企业争取更大的市场份额。将市场调研内容分为感性因素与理性因素,前者包括国际流行趋势调研、竞争品牌货品调研、街头时尚调研以及面辅料市场调研; 后者包括成衣销售数据调研和目标顾客群调研。以江苏某品牌女装为例,说明两大因素相辅相成,互为依存,其调研内容可为下季产品开发提供依据。
Abstract:
In order to find out and meet the demands of the consumers,when the garment enterprises are planning for the new products development plan,they should make full market research to ensure that new products will receive good response on the market,so as to strive for greater market share for the enterprise. This thesis takes a woman dress brand in Jiangsu as an example,divides the market research into emotional factors and rational factors. The emotional factors include international trend research, competitive products research,street fashion research and fabric material market Research; the rational factors include clothing sales data research and target customers research.Two complementary factors are interdependent, their research contents can in a large part ensure the successful carrying out of the next season’s product development.

参考文献/References:

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更新日期/Last Update: 2017-12-31