上海女性生活方式與服飾行銷

Abstract

21世紀的女性在社會的各個層面有著越來越重要的位置，女性在家庭或個人的支出上都已享有高度的決策權，同時在事業單位的採購影響力也與日俱增，中國改革開放30年以來經濟上的快速發展，使得中國女性消費者因此而受到高度重視，研究女性營銷的的大趨勢是每一個關注消費者行為的行銷人員所不易忽視的。 本文探討生活方式與自我概念的相關文獻，試圖以女性自我概念與生活方式的研究維度互為表裡，透過問卷調查方式，將上海女性族群之間關於自我概念特徵、生活方式與服飾消費行為的差異做一分析討論，並在文末結合目前服飾行銷的現況，最後針對不同女性族群提出一套女性流行服飾之多品牌策略，期望裨益國內服飾品牌業者做為參考。

The 21st century has witnessed the increasing importance of woman’s status in society in every imaginable way. In particular, women have made tremendous strides in gaining influence and control over personal, family and work-related financial decisions. In China, specifically, the rapid economic growth of the past 30 years has given rise to a strong female consumer base, a base both distinct and unique and which requires a marketing approach that is also distinct and unique.

This article, which seeks to examine the intersections between women’s lifestyle and self-concept, is based on the findings gleaned from survey research. It sets out the significant factors in female consumers and their apparel purchasing behavior, and identifies their respective traits. In the end of this article it concludes with a proposal on a multi-brand apparel marketing strategy which reflects the current state of the apparel market.