基于时尚价值感知的传统刺绣消费市场细分及特征研究  

Studies on the traditional embroidery consumer market segmentation andcharacteristics based on fashion value perception

作　　者：幸雪 厉莉[3] 许才国[2] XING Xue;LI Li;XU Caiguo(Ningbo University-University of Angers Joint Institute,Ningbo University,Ningbo 315211,China;Sino-French Fashion Culture and Innovative Design Research Center,Ningbo University,Ningbo 315211,China;College of Fashion and Design,Donghua University,Shanghai 200051,China)

机构地区：[1]宁波大学宁波大学昂热大学联合学院,宁波315211 [2]宁波大学中法时尚文化与创新设计研究中心,宁波315211 [3]东华大学服装与艺术设计学院,上海200051

出　　处：《丝绸》2022年第1期69-77,共9页Journal of Silk

基　　金：宁波市哲学社会科学规划项目(G21-3-ZX02)。

摘　　要：伴随传统手工艺的文化复兴和时尚设计的多元化发展,中国刺绣元素日益受到时装品牌的青睐,但融入刺绣元素的时尚产品消费仍缺少动力。为促进刺绣元素的时尚设计研发与消费需求精准融合,文章基于关联式模型,通过因子分析、聚类分析归纳了四种刺绣元素时尚价值感知类型,采用对应分析的方法研究了消费群体的人口统计信息与时尚价值感知的关系。结果表明:年龄、教育背景、收入水平、生活区域的差异对刺绣元素的时尚价值需求具有显著性影响,其中年长群体更关注刺绣的符号意义,年轻群体更在意刺绣创意设计带来的畅快感,高收入、高学历群体更钟爱刺绣图案的艺术表现,二线城市的消费者重视刺绣的符号性兼具实用性。China’s traditional craft economy has been witnessing continuous growth,maintaining an annual growth rate of 8%in recent years and reaching a gross output value of 400 billion yuan in 2012.As indicated by the Plan on Revitalizing China’s Traditional Crafts jointly formulated in 2017 by the Ministry of Culture and Tourism,the Ministry of Industry and Information Technology,and the Ministry of Finance of the People’s Republic of China,traditional crafts cannot be replaced by industrial production.With the cultural revival of traditional crafts and the characteristic development of local fashion design,traditional embroidery represented by four well-known embroideries has increasingly attracted the attention of fashion brands and become active among famous brands including GUCCI,HEAVEN GAIA,FENGFEI·Z,etc.Nevertheless,there still exists a certain gap between the expression connotation of traditional embroidery in contemporary clothing and young consumers’cognition.Consumers still rarely purchase traditional embroidery fashion products voluntarily,reflecting the fuzzy fashion value of traditional embroidery in the process ofmodernization transformation.In order to promote the precise integration of traditional embroidery fashion design development and consumer demand,this study is focused on establishing a correlation model based on the perceived value theory.Starting from the value dimensions of traditional embroidery and fashion consumption,five factors for the fashion value perception of traditional embroidery were firstly extracted through factor analysis:symbol factor,cultural and artistic factor,vision factor,pleasure factor and quality factor.On this basis,these five value perception factors were further subdivided by cluster analysis into four categories,namely,fashion symbol value,fashion design value,fashion experience value and comprehensive fashion value,among which,fashion symbol value-oriented consumers have nostalgic and homeland feelings,so that their clothing selection in social occasions is

关 键 词：传统刺绣 时尚价值感知 消费市场细分 对应关系 创新设计决策 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]