上海地区羊绒衫市场现状调研与分析  

Investigation and Analysis on the Present Situation of Cashmere Sweater Market in Shanghai

作　　者：陈昕怡 李敏[1,2,3] Chen Xinyi;Li Min(College of Fashion and Art Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China;Shanghai Institute of Design and Innovation,Tongji University,Shanghai 200092,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051 [3]同济大学上海国际设计创新研究院,上海200092

出　　处：《针织工业》2018年第10期62-65,共4页Knitting Industries

基　　金：上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)资助项目(13S107024)

摘　　要：介绍羊绒制品的国内外研究现状,通过实地考察、现场调研等方法,对上海地区7处商圈商场中的品牌羊绒衫店铺进行市场调研与分析,包括品牌渠道、产品及价格、促销情况,内容涉及店铺基本信息、消费群体特征、产品陈列情况、促销活动、试衣间及休息区等,并进一步分析羊绒衫市场的新趋势。调研结果显示,上海地区羊绒衫品牌的宣传重点为品牌故事和价格优势,店铺风格简单类似,容易使消费者产生视觉疲劳,而友好的服务态度和适当的促销活动对消费起到了一定的促进作用。In this paper, the research status of cashmere products at home and abroad is introduced. Through on-the-spot investigation and on-site survey, this paper conducts market research and analysis on branded cashmere sweater shops in 7 shopping malls in Shanghai, including branding channels, products and prices and promotions. The survey covers the basic information of stores, characteristics of consumers, display of products, promotional activities, fitting rooms and rest areas. Furthermore, it analyzes and points out the new trends of cashmere sweater market. The research results show that the brand promotion of cashmere sweater in Shanghai area focuses on brand story and price advantage. Simple and similar shop styles are easy to result in visual fatigue. The friendly service attitude and appropriate promotion activities of products play a catalytic role in consumption.

关 键 词：羊绒衫 市场调研 市场现状 发展趋势 消费情况 上海地区 

分 类 号：F426.8[经济管理—产业经济]