汉服市场中襦裙产品的消费需求调查  

Survey on Consumption Demand of Ru Skirt Products in Han Costume Market

作　　者：陈晓鹏[1] 熊一鸣 董世甜 CHEN Xiaopeng;XIONG Yiming;DONG Shitian(Fashion Institute,Zhongyuan University of Technology,Zhengzhou 450007,China)

机构地区：[1]中原工学院服装学院,河南郑州450007

出　　处：《纺织科技进展》2022年第11期47-51,共5页Progress in Textile Science & Technology

基　　金：河南省教育厅哲学社会科学研究重大项目(2022-JCZD-34)。

摘　　要：为优化改进汉服市场中广受欢迎的襦裙产品的设计,从市场调研、产品现状和消费者需求入手,采用Kano模型分析消费者问卷,对襦裙的设计要素进行属性分析及优先级排序,以此作为产品设计的依据。对襦裙设计需求细分的十项内容进行调研与数据分析显示,产品主题的文化属性、裙身重点装饰设计和现代改良风格属于期望需求,是消费者期望襦裙产品应具备的属性;而改善服装结构、提供配套服饰属于魅力需求,是消费者满意度能快速提升的关键所在,襦裙产品的设计优化应对这些项目做重点关注。In order to optimize and improve the design of Ru skirts that arc popular in the Hanfu market,starting from investigating the market status quo,product status quo and consumer demand,consumer questionnaire was analyzed with KANO model,and attribute analysis and priority ranking of Ru skirts’design elements were conducted,which was used as the basis for product design.According to the research and data analysis on the ten items of subdivision of skirt design demand,cultural attributes of product theme,key decoration design of skirt body and modern improved style belonged to expected demands,which were the attributes that consumers expected Ru skirt products to have.The improvement of garment structure and provision of supporting clothing belonged to charm demand,which was the keys to improve customer satisfaction.Key attention should be paid to these items in design optimization of Ru skirt products.

关 键 词：襦裙 汉服市场 消费者分析 KANO模型 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]