Example of graduation thesis on clothing marketing 1
On the psychological characteristics of consumption in clothing marketing
Abstract: Clothing consumption occupies a large proportion in China market consumption, so clothing marketing has also become the key content in marketing. This paper first summarizes the development of clothing marketing, expounds the significance of exploring the psychological characteristics of consumption in clothing marketing, then analyzes the psychological characteristics of consumption in clothing marketing, and finally gives some suggestions on marketing strategies and means according to these psychological characteristics, hoping this paper can help the development of clothing marketing.
Keywords: clothing sales; Marketing; Consumer psychology
In the development of market economy, promoting consumption has become a necessary means for enterprises and businesses to realize their own interests, and marketing is the main way for enterprises to realize their own interests. Clothing is a consumable in people's daily life, and the development of clothing market also verifies the development of people's living standards. In today's society, how to further promote the achievement of enterprise sales goals in clothing marketing has become a problem that every salesperson must think about.
1. Overview of clothing marketing development
1. 1 clothing marketing theory
The theoretical basis of clothing marketing is the same as generalized marketing, that is, to realize the unification of products, prices and places, and to sell them to as many customers as possible through appropriate methods to realize the economic value of sales behavior. But the clothing marketing theory has its unique characteristics, that is, the clothing market? Customer demand? Not necessarily from customers, that is, fashion leaders may guide customers' needs; In addition, the needs of customers have very obvious group characteristics.
1.2 clothing marketing strategy
Different from other product marketing strategies, clothing marketing can easily achieve its marketing purpose through realistic display, including model display in the window and large and small clothing shows held in various places. It can be said that the product display of clothing marketing is the main strategy and the most effective strategy of clothing marketing. It is also the process of clothing display that makes consumers have corresponding interest and demand for clothing. Therefore, the sales results brought by different clothing display methods are also different.
1.3 on the significance of consumer psychological characteristics in clothing marketing
Consumer psychology refers to people's psychological characteristics and activities in the process of consumption, including consumers' interests, habits, values, personality and temperament, in addition to the psychological state generated during consumption. Consumer psychology greatly affects consumers' attitude towards products, becoming? Buy? With what? Not buying? key Nowadays, the clothing market has entered a white-hot stage, and the psychological state of consumers when buying completely determines the success of clothing sales. Therefore, it is very important to explore the psychological characteristics of consumption in clothing marketing for the development of clothing marketing and the choice of sales strategy.
2. The psychological characteristics of consumers in clothing marketing
2. 1 The age characteristics of consumer psychology are very obvious.
Age is not one of the elements of psychological characteristics, but it determines a person's values, world outlook and aesthetics. Therefore, age also determines consumers' attitude towards clothing consumption, which is one of the important characteristics of consumer psychology in clothing marketing. People of different ages have completely different understandings and explanations of clothing consumption, which is especially obvious among the mass consumers in China. People born in the 1960s had to be thrifty because they didn't have very rich material resources when they were young. What is the basic psychology of people of this age about clothing consumption? That's enough, okay? These consumers have high requirements for clothing materials, because durable clothing materials can reduce their spending on clothing; For people born in 1970s and 1980s, clothing is not only clothes, but also a symbol of their social status and occupation. So, what is the basic psychology of people in this age group about clothing consumption? In line with my social image? It is difficult for them to accept unconventional clothes and have high aesthetic requirements for them.
2.2 Conformity and unconventional psychology
Personal characteristics, education level and aesthetic comprehension of clothing consumers determine the basic attitude of consumers when buying. Among them, there are two very obvious psychological characteristics worthy of our discussion, that is conformity and novelty. Conformity psychology is the main research direction of popular psychology, and the main purpose of the study is to find out why people should conform and the social reflection of conformity psychology. In clothing marketing, a piece of clothing or a pair of trousers sells well, which actually reflects the herd behavior of consumers. Most consumers think? What people buy must have its value? Therefore, they tend to buy those with? Is it selling well? The characteristics of clothing, that is, it conforms to the consumption trend of consumption behavior; Other customers are annoyed? Is it selling well? Their clothes, they strive to be unconventional in the collocation of clothes, in order to show their unique taste in life or aesthetic point of view. In fact, whether it is conformity psychology or novelty psychology, it is a symbol of consumers' pursuit of trends in the process of dressing and wearing. What does the former stand for? No mistakes? What does the aesthetic standard symbolize? Seeking novelty and difference? The trend of the tide.
2.3 Minimalism and Fashion Psychology
The basic consumption concept of consumers determines the direction and process of purchase, so the consumption concept has become one of the most distinctive consumption psychology. In clothing marketing, there are two consumption concepts that deserve our attention. In modern society, clothing is not only a tool for people to cover their bodies, but also a way for people to show their social identity. Judging people by their clothes has become one of the means of interpersonal communication for modern people. Many consumers try to highlight their unique aesthetic or artistic style by wearing clothes, that is, pursuing fashion, which is a very common psychological feature in clothing consumption. Consumers with this psychological characteristic will buy clothes at any time according to their own wearing style, and they don't care about the quality of clothes, but only require the price and style to meet the wearing needs. And what about another kind of consumer in daily consumption? Environmental protection? And then what? Simple? Centralization, which is advocated by modern society? Minimalism? Style. These consumers' requirements for clothing are not only to meet their own aesthetic needs, but also to meet the requirements of simplicity and environmental protection. They often buy clothes with a goal, demanding extremely high quality and style, but not high price.
3. Marketing means to cater to the psychological characteristics of consumption in clothing marketing.
3. 1 Pay attention to the shaping of brand image
For clothing marketing, brand image is equivalent to the people targeted by clothing design and sales. Therefore, we should pay special attention to the shaping of brand image in the marketing process. Taking college students' clothing consumption as an example, enterprises should regularly investigate their opinions and suggestions on products, accept their reasonable demands with an open mind, and establish a good image for clothing brands. The characteristics of college students are the pursuit of quickness, novelty and novelty. As long as we grasp their psychology and make them feel that the brand culture meets their individual needs, they will increase their loyalty to the brand. Rice? Bang Wei's target customers are young people aged 20-25, and the brand's image spokespersons are a group of public figures deeply loved by college students, mainly Hong Kong and Taiwan stars such as Jay Chou and Wilber Pan. Therefore, this clothing brand has also been highly recognized by college students' consumer groups. 3.2 Pay attention to multi-channel publicity and drive the trend.
Now is the information society, and a large number of media advertisements are flooding people's lives every day, which makes people subconsciously impress the brand and even directly generate loyalty. Similarly, the acceptance and recognition of fashion trends can also be achieved through modern propaganda channels. Take the popular colors of wine red and dark green in autumn and winter this year as an example. These are the main colors of clothing in clothing and fashion magazines, and also the main colors of clothing in bus and subway advertisements. People have acquiesced that these two colors belong to autumn clothes? Trend? , which in turn triggered many people's buying behavior. Enterprises can use the advertising network that target consumers often contact to promote clothing and design clothing for their own enterprises? Create momentum? In the eyes of consumers? Trend? Meet consumers' consumption psychology and expand marketing influence.
3.3 Differentiate different styles to meet the consumer psychological needs of different groups of people.
Considering the different consumption behaviors caused by consumers' consumption attitudes, it is necessary to distinguish different styles in clothing marketing, so that lovers of each style can find their own clothes in the store, which is also a marketing method to promote consumption by using consumers' different understanding of clothing consumption. When an enterprise sets up a clothing sales area in a clothing store, it can set up a clothing sales area on different floors, and the decoration style of each area can be very different. Different accessories can match different styles of clothes. In addition, a big brand can be subdivided into different sub-brands, and each sub-brand has a different style to adapt to different people. For example, Iger's women's wear is divided into three parts: Etam Weekend, Etam and Es. Iger Weekend and ES are more suitable for people who take minimalism as their consumption concept.
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To sum up, the development of the current clothing market requires enterprises to grasp the consumer psychology in order to win the marketing campaign. In clothing marketing, consumers' psychology has very obvious characteristics. Different consumer psychological characteristics make consumers form completely different ideas about clothing purchase, show completely different consumption needs, and then form different consumption patterns for clothing. On the basis of grasping the psychological characteristics of consumers, clothing marketing can be carried out from three aspects: brand image building, trend driving and the division of products with different styles of the same brand, so as to achieve more obvious marketing effects.
References:
Liu Yushan. Research on Marketing Strategies Based on College Students' Clothing Consumption Psychology [J]. Art and Literature, 2014 (2):15-117.
[2] Wang Xiu. Analysis of China's clothing marketing strategy based on the psychology of female consumers [J]. Foreign Trade and Economic Cooperation, 20 14 (2): 225-227
[3] Zhang Zheng. Consumer psychology and marketing management [J]. Modern Economic Information, 2014 (4):108-120
[4] Sun Zhaolun. The influence of consumers' psychological identity on marketing efficiency [J]. Business Times, 20 13 (1): 330-332.
[5] Qiao Liang. Marketing strategy analysis based on consumer psychology and behavior [J]. Enterprise Technology Development, 2012 (12):116-118.
[6] Liu. Clothing marketing planning-fashion model performance business activity planning [J]. China Commerce and Trade, 2012 (11): 2113.
Example 2 of graduation thesis on clothing marketing
International Marketing Strategy of China Denim Clothing Enterprises
Since 2008, the global financial crisis and the European debt crisis have had a very adverse impact on the global economy, resulting in a sharp drop in the international market demand for consumption and investment, and most denim garment enterprises in China have suffered losses to varying degrees. The continuous appreciation of RMB, rising domestic labor costs and financing costs have all become obstacles for enterprises to export. The only way out for these enterprises is to explore the international market with new ideas and methods.
Denim clothing enterprises; International market; market strategy
The global financial crisis and the European debt crisis led to a sharp drop in the international market consumption demand and investment demand, and most denim garment enterprises in China suffered losses to varying degrees. It is quite difficult for these enterprises to explore the domestic market in a short time because they have long relied solely on the international market and neglected the development and management of the domestic market. Coupled with the continuous appreciation of the renminbi, the rising domestic labor costs and financing costs have made these enterprises face? Internal and external troubles? Situation. At present, the only way out for these enterprises is to explore the international market with new ideas and methods. This paper believes that we should start from the following aspects:
I. Continuously improve the quality of export products
China products have a competitive advantage in the international market, mainly because our products are of high quality and low price. Good quality and low price? This is the biggest selling point of China products in the international market. China's export enterprises must constantly improve the quality of export commodities to ensure the continuation of this traditional advantage. Although the profit of export trade is much higher than that of domestic trade, the requirements of foreign importers for the quality of goods are much higher than those of domestic distributors. Therefore, it is necessary to establish and improve the internal quality supervision system of enterprises as soon as possible, improve the product quality supervision and management system, manage enterprises by relying on standardized, reasonable and perfect rules and regulations, and continuously improve the quality of export products.
Second, shape the independent brand of export products.
At present, about 60% of the export products of most denim garment production enterprises belong to foreign importers, and the export quantity of products owned by enterprises with independent brands is small, accounting for only about 40% of all export products of enterprises. Enterprises mainly make brand-name production for foreign importers, so the profit of export products is low. From the analysis of the current international denim market, it can be concluded that making famous brand production for foreign importers can keep up with the trend and fashion of the international denim market, quickly digest and absorb foreign advanced production technology and design concepts, and then quickly improve the design and production level of enterprises. But in the long run, enterprises can't stop here in the development of the international market. The main reasons are as follows: First, the international denim clothing market fluctuates greatly. If enterprises focus on brand-name production for foreign importers, rather than building their own brands and establishing their own sales channels in the international market, they will be easily affected by fluctuations in the international market, thus affecting the sustained and healthy development of enterprises. The impact of the global financial crisis and the European debt crisis on China's export enterprises is a typical example. Second, long-term authorization for foreign importers to produce without paying attention to building their own brands will lead enterprises to always be in the downstream of the industrial chain of the international denim clothing market, and most of the product profits will be taken away by foreign importers. Enterprises can only earn meager processing fees, and it is difficult for enterprises to develop greatly. Therefore, denim garment enterprises in China must attach importance to building their own export product brands.
Third, strengthen the construction of international market sales channels.
What is the most important measure to strengthen the construction of sales channels in the international market? Go out? Strategy, directly set up offices or sales branches abroad, and establish the enterprise's own international market sales channels.
Realize? Go out? Strategy is an important strategic decision made by the CPC Central Committee and the State Council from the overall situation of China's economic development, which is of great significance to the rapid development of Chinese enterprises and the expansion of national economic development space. It can not only supplement the resources needed by China, promote the export of goods and services, but also cultivate multinational companies and famous brands in China. There are two purposes to carry out this war: first, by setting up branches or offices abroad, we can directly face more foreign importers, thus broadening the sales channels in the international market; Secondly, since China's exchange rate reform, the RMB has been appreciating against the major currencies in the world, which is very unfavorable to the export of Chinese enterprises, because the appreciation of the RMB has seriously squeezed the profit space of Chinese export enterprises, making the profit of export commodities decline continuously, even lower than the production cost. Facing the trend of RMB appreciation, most export enterprises in China can only be? Dumb people can't tell how bitter it is to eat Rhizoma Coptidis. I can't think of any solution. However, through implementation? Go out? Strategically, directly setting up branches abroad can better solve this problem. We can use the local currency obtained from the sale of export commodities to directly purchase the commodities needed at home, and then ship the commodities back to China for sale. Doing so can not only reduce the adverse impact of RMB appreciation on export enterprises, but also bring additional profits to enterprises by selling imported goods in China, which can be described as killing two birds with one stone.
Are you actively implementing it? Go out? At the same time, we should also extensively participate in various large-scale and professional exhibitions at home and abroad, such as China Import and Export Fair, China-ASEAN Expo and China International Fashion Expo. If financial conditions permit, you can also go abroad directly to participate in internationally renowned exhibitions. By participating in these exhibitions, you can know more foreign customers, broaden the export channels of enterprises and increase the export volume. In order to ensure the smooth realization of this goal, we should strengthen the strength of the foreign trade department of enterprises, set up the international trade department and recruit professionals. Only by improving the salaries of relevant professionals and improving their working and living conditions can we ensure the introduction and retention of these professionals. At the same time, we should fully trust them, give them enough authority and development space, and let their expertise come in handy to ensure the smooth construction of sales channels in the international market.
References:
[1] Philip? Kotler, Gary? Translated by Armstrong and Guo Guoqing. Marketing principle [M]. Tsinghua University Publishing House, 2007.
[2] Xu Dingya. Marketing [M]. Fudan University Press.2011
[3] Zheng Ruihong and Zhao Zhijiang. Distribution channel management [M]. Dalian University of Technology Press. 2009
[4] Philip? Kotler Zhao Mengmeng. Marketing principle [M]. Machinery Industry Press. 20 12.
[5] Martin? Linster Lang. Sensory brand [M]. Tianjin Education Press.2011.
[6] Philip? Kotler. Marketing revolution 3.0[M]. Machinery Industry Press, 20 1 1.
[7] Yang. Marketing planning [M]. Shanghai University of Finance and Economics Press, 20 10.
[8] Li Yongping. International marketing management [M]. Renmin University of China Press, 20 10
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