中国传统女式婚礼服饰消费群体特征及需求因子  

Study on the Demand Factors and Characterization of Consumers of Traditional Chinese Wedding Gowns

作　　者：赵誉钦[1,2] 梁惠娥[2,3] 

机构地区：[1]江苏开放大学健康与养老教育学院,江苏南京210017 [2]江南大学纺织服装学院,江苏无锡214122 [3]江南大学江苏省非物质文化遗产研究基地,江苏无锡214122

出　　处：《服装学报》2017年第4期360-366,共7页Journal of Clothing Research

基　　金：中国博士后科学基金面上项目(2016M591763);江南大学自主科研项目(2017JDZD05);江苏开放大学校级课程创新培优计划项目

摘　　要：通过网络平台及在各高校现场随机发放问卷的方式研究分析我国传统女式婚礼服消费群体特征以及消费者对传统婚礼服的需求因子。研究表明,多数受访者希望穿着量身订做的传统婚礼服。虽然受访者对传统婚礼服款式、面料和色彩的需求呈现多样性,但外观喜庆、穿着舒适、做工精湛、贴近大众消费水平的婚礼服依旧是多数受访者的选择。人们不再格守传统婚礼服饰的搭配要求,更希望传统婚礼服能够在日后作为礼服多次穿着或收藏。该研究不仅揭示了传统婚礼服具有较大的市场需求,且为传统婚礼服创新设计提供指导和依据。In the present study, we investigated the demand factorsand characterization of consumers of traditional Chinese wedding gowns through question naire and online surveys. It indicated that most of interviewees want to buy traditional wedding gowns which were designed and made for their own body sizes. Although the needs for style, color and fabric were various, most people are likely to choose auspicious, comfortable and exquisitely made wedding gown whilethe price should be no higher than the public consumption level. People no longer follow the rigid rulesof traditional wedding gown and adornment,but wanted the traditional wedding gown to be dressed like ordinary gown after the wedding ceremony. Based on the above investigation, it can be concluded that the traditional wedding gown market has great potential, which can also provide guidance for us on how to innovatively design the traditional wedding gowns.

关 键 词：传统女式婚礼服饰 消费群体特征 需求因子 分析 

分 类 号：TS941.7[轻工技术与工程—服装设计与工程]