汉服鞋履市场现状及消费者需求研究——以2024年国丝汉服节调查为例  

Current Situation and Consumer Demand of HanChinese Clothing Footwear MarketTaking the 2024 China Silk Han Chinese Clothing Festival Survey as an Example

作　　者：祝忠良 温浚哲 孟令晨 ZHU Zhongliang;WEN Junzhe;MENG Lingchen(Wenzhou University,Wenzhou 325000,China)

机构地区：[1]温州大学,浙江温州325000

出　　处：《中国皮革》2025年第4期79-85,共7页China Leather

摘　　要：汉服市场现已具有一定规模,但汉服鞋履市场仍存在一些导致消费者购买热情降低的问题。本文通过分析2024年国丝汉服节参加者的调研数据,总结汉服鞋履的市场痛点及发展趋势。本文旨在分析汉服鞋履文化发展相对滞后的成因,并通过其成因探讨消费者需求与汉服鞋履市场发展方向,提出针对性的市场策略,提高汉服鞋履产品的质量和消费者满意度,促进汉服文化的全面复兴。The Han Chinese clothing market has now reached a certain scale,but there are stll some issues in the Han Chinese clothing footwear market that lead to a decrease in consumer purchasing enthusiasm.This article summarized the market pain points and development trends of Han Chinese clothing footwear by analyzing the research data of participants in the 2024 China Silk Han Chinese clothing festival.The article aimed to analyze the reasons for the relatively lagging development of Han Chinese clothing footwear culture,explore consumer demand and the direction of Han Chinese clothing footwear market development through its causes,and propose targeted market strategies to improve the quality of Han Chinese clothing footwear products and consumer satisfaction,and promote the comprehensive revival of Han Chinese clothing culture.

关 键 词：汉服鞋履 消费者需求 市场分析 中国传统文化复兴 市场策略 

分 类 号：TS94[轻工技术与工程—服装设计与工程]