学龄前儿童服装陈列策略研究——以“80后”白领父母消费行为特征为例

上海视觉 ›› 2017, Vol. 0 ›› Issue (2): 68-76.

学龄前儿童服装陈列策略研究——以“80后”白领父母消费行为特征为例

张洁

发布日期:2019-10-17
作者简介:张洁上海视觉艺术学院副教授

Research into the Display Strategies of Preschool Children’s Clothing Based on the consuming behavior of Chinese white-collar parents who were born in the 1980s

Zhang Jie

Published:2019-10-17

摘要/Abstract

摘要： 童装市场不同于其它服装市场的原因,很大程度上取决于买决策者是父母,消费者是儿童。因此,在对童装陈列设计进行研究时,除了考虑定位人群儿童群体心理生理特点外,还须考虑主体决策群体即父母消费心理与行为。

关键词: "80后"白领阶层, 父母消费行为, 童装, 陈列策略

Abstract: Children’s clothing market is different from other markets in that, although the consumer is the child, the decision to buy is made by parents. As a result, the research into the display strategy of children’s clothing has to take into account not only the psychological and physical characteristics of children who are the targeted group, but also the consuming mentality and behavior of parents who are the decision-maker.

Key words: Chinese white-collars born in the 1980s, consuming behavior of parents, children’s clothing, display strategies

张洁. 学龄前儿童服装陈列策略研究——以“80后”白领父母消费行为特征为例[J]. 上海视觉, 2017, 0(2): 68-76.

Zhang Jie. Research into the Display Strategies of Preschool Children’s Clothing Based on the consuming behavior of Chinese white-collar parents who were born in the 1980s[J]. SHANGHAI VISION, 2017, 0(2): 68-76.