本文選題：獨(dú)生子女型父母 + 消費(fèi)行為��； 參考：《武漢紡織大學(xué)》2015年碩士論文

【摘要】：近年來(lái),我國(guó)童裝發(fā)展趨勢(shì)呈上升狀態(tài),童裝消費(fèi)量持續(xù)上漲。隨著國(guó)家對(duì)“單獨(dú)二胎”政策的松綁,也為中國(guó)童裝企業(yè)的發(fā)展帶來(lái)了新的機(jī)會(huì)�，F(xiàn)階段,80后已開始進(jìn)入婚育年齡,他們儼然已成為中國(guó)童裝消費(fèi)的主力軍。根據(jù)報(bào)告顯示,80后中又有超過(guò)60%的人都是獨(dú)生子女,由于他們本身成長(zhǎng)環(huán)境優(yōu)越,生活方式與消費(fèi)行為都與老一輩的父母及非獨(dú)生子女的人存在著明顯差異,故針對(duì)這部分特殊群體,研究他們?cè)诋?dāng)了父母后對(duì)童裝消費(fèi)會(huì)呈現(xiàn)出怎樣的消費(fèi)傾向研究是非常迫切和有必要的。本文以獨(dú)生子女和消費(fèi)行為相關(guān)理論研究為基礎(chǔ),引出影響?yīng)毶优透改竿b消費(fèi)傾向各變量指標(biāo)的假設(shè)。以80-89年出生的獨(dú)生子女型父母為研究對(duì)象,通過(guò)質(zhì)性研究與定量研究?jī)煞N方法,在全國(guó)7大城市展開調(diào)研工作。運(yùn)用SPSS統(tǒng)計(jì)軟件對(duì)調(diào)查結(jié)果進(jìn)行方差分析、相關(guān)分析、頻數(shù)分析、均值分析、標(biāo)準(zhǔn)差分析等,探討了各地區(qū)獨(dú)生子女型父母在購(gòu)買童裝時(shí)會(huì)考慮哪些因素,會(huì)呈現(xiàn)出哪些消費(fèi)傾向。根據(jù)實(shí)證研究結(jié)果,最終構(gòu)建出中國(guó)獨(dú)生子女型父母童裝消費(fèi)傾向模型,為童裝企業(yè)在產(chǎn)品設(shè)計(jì)開發(fā)及品牌運(yùn)作推廣上提供有效的信息參考。
[Abstract]:In recent years, the trend of children's wear in China has been on the rise, and the consumption of children's clothing has continued to rise. With the state's loosening of the "single second child" policy, it has also brought new opportunities for the development of children's clothing enterprises in China. At this stage, the post 1980s have begun to enter the age of marriage and childbirth. They have become the main force of Chinese children's wear and consumption. According to the report, 80 More than 60% of the people in the post are only children. Because of their own growing environment, their lifestyle and consumption behavior are obviously different from those of older parents and non only children. It is very urgent and necessary. This paper, based on the theory of only child and consumption behavior, leads to the hypothesis of the variables that affect the children's clothing consumption tendency of the only child type parents. With the 80-89 year old only child type parents as the research object, the two methods of qualitative research and quantitative research have been carried out in the 7 major cities of the country. SPSS statistical software is used to analyze the results of the survey, correlation analysis, frequency analysis, mean analysis, standard deviation analysis and so on. It discusses the factors that one child parents will take into consideration when buying children's clothes in each region, which will show the tendency of consumption. According to the results of the research, the only child type father of China is built. The children's clothing consumption tendency model provides effective information reference for children's clothing enterprises in product design and development and brand operation promotion.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86;F713.5

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相關(guān)期刊論文 前2條

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本文編號(hào)：2068132