嘉兴地区户外运动服装市场调研与分析  

Analysis and research on the outdoor sportswear market in Jiaxing

作　　者：吕海舟[1] 吴召山[1] 陈珍[1] 

机构地区：[1]嘉兴学院,浙江嘉兴314000

出　　处：《针织工业》2014年第5期66-68,共3页Knitting Industries

摘　　要：针对嘉兴地区户外运动服装消费行为设计调查问卷,采用代填问卷和自填问卷相结合方式对购买过户外服装的消费者进行调研。依此结果分析嘉兴地区户外运动服装消费市场的现状及特征,通过归纳总结户外运动服装市场中存在的问题,指出:购买动机主要是为了释放压力、陶冶情操;用于旅行或户外运动;认为户外服装的宣传和推广方式较单一;偏向于到实体品牌专卖店或大型商场购买;比较重视的前3项主体因素为功能、面料和质量。This paper designs a questionnaire about consumer behavior for outdoor apparel in Jiaxing area, then uses a combination of filled out and self-administered questionnaire by the way consumers bought outdoor clothing for research. According to the results, it analysis the status and characteristics of Jiaxing area for outdoor sports apparel consumer market, and summarizes the problems in the outdoor sports apparel market. The results show that the main motivation to buy is for release of the pressure, and character cultivation, travel or outdoor sports; the customers think that the advertisements and promotion is not enough; customers tend to make a purchase in shops;the most preferred factors the customers to consider are function, fabric type and quality.

关 键 词：户外运动服装 嘉兴地区 市场调研 主体因素 价格 品牌 

分 类 号：TS941.734[轻工技术与工程—服装设计与工程]