休闲童装品牌消费者决策影响研究及对策  

Consumer Decision-making and Countermeasures of Casual Children's Wear Brand

作　　者：李灵圻 王静怡 李敏[1,2] LI Lingqi;WANG Jingyi;LI Min(College of Fashion and Design,Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology of the Ministry of Education,Donghua University,Shanghai 200051,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

出　　处：《纺织科技进展》2025年第4期7-11,共5页Progress in Textile Science & Technology

摘　　要：通过案例分析与深度访谈,分析休闲童装消费者的决策行为并提出相应的对策,以提升消费者的购物体验及推动品牌发展。基于4P理论分析某童装的品牌竞争力,揭示其策略对消费者行为的影响。同时,通过扎根理论提炼访谈数据,发现产品信息、品牌、运营、购物环境及孩子情感表达影响消费者感知购物价值,进而影响其消费行为。基于此,建议休闲童装品牌应在产品、品牌运营及购物环境等方面加以改进,以满足消费者需求,提升品牌竞争力,促进品牌的持续发展。An analysis of consumer behavior patterns in casual childrcnswcar was conducted through case study methodology and in-depth interviews,with the objectives of optimizing shopping experiences and advancing brand development strategies.Thc competi-tiveness of a brand was systematically examined through the-IP theoretical framework,revealing strategic impacts on consumer dec-sion-making processes.Interview data were processed using grounded theory methodology,revealing that product information,bran-ding,marketing,shopping environments,and children s emotional expressions all influence consumers perceived shopping value,subsequently affecting their consumer behavior.Strategic recommendations were formulated,suggesting that casual children s wear brands should improve their products,brand marketing,and shopping environments to meet consumer needs,enhance brand compet-itiveness,and promote the sustained development of the brand.

关 键 词：休闲童装 消费者行为 4P理论 扎根理论 

分 类 号：F713.5[经济管理—市场营销] TS941.13[经济管理—产业经济]