童装消费行为分析.doc

摘 要 随着社会经济的发展和人们生活水平的不断提高，童装消费已经成为当前国内家庭生活消费的重要支出之一。中国童装市场巨大的发展空间和诱人的发展前景，正吸引着国内外众多的厂家和商家。面对如此巨大的市场空间，越来越多的童装生产商家将会抢占童装市场的商机、占领市场份额。 本论文通过对中国童装市场巨大需求潜力和国内童装市场发展现状的分析，并基于调查和文献参考，从儿童和成人两个消费角度对童装消费行为进行了研究。 通过对童装消费者行为的研究，本文从童装市场细分和目标市场定位的角度,就品牌、形象、产品、定价、促销五点提出了对童装市场开发和市场营销策略的一点建议。 最后通过总结，提出本课题研究的局限性和进一步研究的必要性。 关键词：童装市场,消费者行为 Abstract With the development of social economy and constant improvement of peoples living standard，consumption of the childrens clothes has already become one of the important expenditure of domestic familys living consumption at present. the enormous development space of Chinese childrens clothes market and it’s captivating development prospect, attracting numerous producers and trade companies both at home and abroad. In the face of so enormous market space, more and more childrens clothes produce the business opportunity that the trade company will seize the childrens clothes market and capture the market share. This paper through an analysis of the enormous demand potentiality and current situation of the development of domestic childrens clothes market, and base on investigate and consulting with documents, study on consumer behavior of the childrens clothes from two angles of child and adult.According to the study on consumer behavior of the childrens clothes, from the angles of the childs clothes market’s subdividing and the target market’s choosing, from the brand, image, product, price and promote sales these five aspects Put forward some suggestions of the market development of the childrens clothes and Marketing tactics.Finally, through the summary, put forward the limited of this thesis’s study and the necessity of the further research.Keywords: Childrens clothes market Consumer behavior 目 录 前言………………………………………………………………………………1 第一章 绪论一、我国童装行业的发展现状…………………………………………………2二、 国内童装市场目前存在的问题…………………………………………..4三、 研究童装消费行为的意义………………………………………………..8第二章、童装消费行为调研一、 调查表的设计……………………………………………………………10二、　童装市场消费需求及特征分析……………………………………….12 三、