2022 Consumption Survey Report (1) Among all industries, the clothing industry is the eternal sunrise industry. Clothing, defined as products worn on the human body for protection and decoration, is synonymous with "clothes" and "clothes". In ancient China, it was called "clothes under petticoats". China is the largest clothing consumer in the world, so its close connection with fashion trends makes people's clothing update more frequently. The domestic demand market of clothing products is developing from quantitative expansion to qualitative subdivision and diversification. The field has also expanded from formal dress to evening dress and personalized fashion, and from universal design to diversified design. With the traditional circulation system, circulation has also changed into new circulation methods such as large fashion shopping centers, brand stores and online shopping. Due to the influence of globalization, the lifestyle of consumers has changed greatly, and the personalization, diversification and differentiation of clothing are also accelerating. With the acceleration of the global economy, the overseas trade of the clothing industry is gradually increasing, and the ways of overseas trade will also be diversified. With the diversified development of clothing industry, there are more and more problems. Among them, in order to strengthen and expand production and sales, it is necessary to pay more attention to and study the consumption behavior of the clothing industry in order to better cater to consumers' clothing consumption.
I. Consumer's Requirements for Clothing
1, clothing quality and value
The consumption concept of consumers is constantly changing, and the general trend is to pay more and more attention to the quality of goods. In the process of clothing consumption, whether the clothing purchased is worth the money is one of the first choices for consumers to evaluate the internal quality of clothing.
2, beautiful and comfortable, safe and healthy, environmental protection
Comfortable clothing is one of the clothing features that consumers pay attention to. With the increasing awareness of ecological protection, the consumption of clothing is not limited to traditional functions, and consumers pay more attention to health and comfort. In addition, consumers have begun to pay attention to the eco-environmental protection index of clothing.
Second, the marketing strategy
1. Design different marketing strategies according to different ages, genders and personalities.
First of all, we should design different styles and colors according to different ages, genders, personalities and fashion trends. For example, men's wear should be noble, comfortable and avant-garde, women's wear should be avant-garde and fashionable, old-age clothing should be suitable and affordable, and children's wear should be bright and safe to wear. Secondly, different shops should be arranged according to different ages and personalities. Men tend to pay attention to the practical functions of shops, while women pay attention to styles and colors, considering whether to match with existing clothes and fashion styles.
2. Differentiated competitive strategy of clothing price changes.
Enterprises should do a good job in differentiated competition strategy in price changes, that is, according to the different needs of customers and on the basis of their own clothing product price positioning, scientifically segment the market, grasp the price needs of different customers, and make timely adjustments.
3. "Quality" is the marketing strategy.
The history of many famous brands in the world tells us that customers' loyalty to brands can also be said to be loyalty to the quality of their clothing products in a sense. Only excellent high-quality clothing products can truly set up a "golden signboard" in people's hearts and be favored by consumers.
4. Establish brand image and pay attention to brand promotion.
Excellent clothing brand should be a vivid embodiment of cultural spirit and a microcosm of fashion culture of an era. With the brand's popularity and good market image, it won the consumer market at lower cost and faster speed.
Third, the way to improve the quality of the clothing industry itself.
1, providing a good working environment.
Provide attractive working environment, including salary level and welfare treatment; Provide a safe working environment to ensure the safety of employees; Let employees fit their responsibilities, get to know their employees and arrange the most suitable work; Make the work interesting and challenging, and stimulate employees' interest in the work.
2. Establish a positive working atmosphere.
A positive working atmosphere is a working atmosphere that enables employees in it to be able and willing to exert their effectiveness, so that employees can only do their best and exert their greatest potential in their work.
3. Provide clear performance goals.
According to expectation theory and goal setting theory, it is very important to ensure that employees clearly understand their goals. This makes them finish their work more responsibly.
4. Support employees' high performance efforts.
Provide resources for employees, meet their needs and provide them with real help.
5. Provide timely performance feedback.
Performance feedback is the motivation for employees to persist in their efforts. Provide motivation for employees.
These methods explain how to design clothing products and the adjustment methods to cater to consumers from the aspects of consumers' living habits and personality differences, clothing industry itself and the improvement of industry mechanism. It can better promote the development of the clothing industry and the development of consumers.
The Complete Sample Report of Consumption Survey in 2022 (II) I. Overview
With the development of economy and the improvement of people's appreciation level, the catering industry has higher and higher requirements for its dining environment, which also makes the indoor space have an indissoluble bond with the catering industry. In order to better understand the restaurant space and grasp the overall trend, I conducted an in-depth investigation of the restaurant.
Second, the purpose and content of the study
(A) the purpose of the study
1, understand the restaurant environment.
2. Only by mastering the space of the dining room can we have a preliminary understanding of the creation of the dining environment.
(2) Research content
1. Go on a field trip, choose Runxing restaurant in the school, and go deep into the restaurant to carry out field trip activities.
2, relying on professional knowledge, collecting, refining and analyzing information, providing data and information support for the profession.
3. Consult books related to this, search for information, and combine what you see, hear, think and practice.
(3) The starting and ending time of the investigation:
20xx.8.24—20xx.8.27
(4) Methods used in the investigation
Field investigation method and information inquiry method
Third, the basic situation of the investigation
(A) the general situation and analysis of the restaurant
A restaurant is a facility or public restaurant that provides food and drinks to the public in a certain place. Catering space is generally divided into three areas: catering functional area and production functional area.
Runxing Restaurant is the nearest restaurant to the teaching area, which is convenient for students to buy meals after class. There are many people at the peak of class. The dining area in the west is 3.5M away from the dining area (aisle), the dining area in the north is 4M away from the dining area, and the dining area in the east is 3M away from the dining area, which is enough for students to pass even during rush hours.
1, catering functional area:
(1) Facade and access functional area: there are entrances in the southwest, southeast and north directions, and the entrance in the southeast direction is an overhead staircase.
(2) Waiting functional area: it is mainly an area for welcoming students and waiting, resting and waiting for meals.
(3) Dining functional area: Dining functional area is the main functional area of dining space. The dining area has two rows of * * 13 seats for eight people and twelve rows of eight rows of * * 93 seats for four people. There is an aisle of 130CM between the fifth and sixth columns, and the table spacing varies from 50CM to 1 10CM, which makes it inconvenient to pass in some places.
(4) Supporting functional area: There are two tableware recycling places in the north of the dining area, a balcony near the southeast entrance for storing cleaning supplies, and four garbage bins outside the balcony for storing garbage.
(5) Service functional area: Service functional area is also the main functional area of dining space. It mainly provides dining service and management functions for students.
2, making ribbons:
Production functional area is the main functional area of dining space, and it is also the heart of food production and production in the whole restaurant. There are 15 dining windows in the restaurant, which are distributed in the east, north, west and south directions. Because of the small area, there is plenty of lighting.
(B) restaurants find problems and solve them
1, table and chair layout
(1) Dining table and dining chair size: table for two, table for four, table for many.
(2) Found the problem: unreasonable seating arrangement in the restaurant. According to the data of five people in the dining area, there are 93 seats for four in twelve rows and eight columns, and there are eight seats in two rows in *** 13. There is an aisle of 130CM between the fifth and sixth columns, and the table spacing varies from 50CM to 165438.
(3) Solve the problem: The layout of dining tables and chairs involves not only the overall layout effect, but also the utilization rate of dining places. When a table for four people is used by four guests at the same time, the utilization rate is 100%, but when only two guests are used, the utilization rate is reduced by half. If most of the dining tables in the restaurant are like this, at first glance they are full, but in fact the seat utilization rate is not high. Therefore, different sizes of dining table configurations are worth studying. According to the investigation and analysis:
(1) Most of the students who eat in restaurants are in pairs, and a few people eat alone or together with more than three people. Therefore, the number of tables for four should be reduced and the number of tables for two should be increased.
(2) It is suggested to use a square table with standard size, so that when tables and chairs need to be replaced, they can be spliced together and added to a table for six or eight people.
The number of tables for eight is too large to be reduced. Because the restaurant is small in scale and has a large flow of people, the possibility of having a reunion dinner here is low. Using the splicing form of four-person table can improve the utilization rate of the table and can be adjusted at will. ④ The distance between seats should be controlled at about one meter to facilitate dining.
2. Restaurant service and auxiliary function area
(1) The original function of the dining area: there are two tableware recycling places in the north, a balcony near the southeast entrance for storing cleaning supplies, and four trash cans outside the balcony for storing garbage.
(2) Problems found: unreasonable layout of functional areas in restaurants leads to low utilization rate. The layout of Runxing Restaurant is symmetrical, and there are doors in the east and west squares, but the tableware recycling is near the restaurant sales window. According to the eating behavior, after eating, you leave the restaurant and walk to the exit. The location and quantity of ultraviolet disinfection tableware trucks in restaurants need to be changed.
(3) Solve the problem: The layout of the restaurant is symmetrical, and attention should be paid to the symmetry of the supplies in the functional area. Because the restaurant has two doors, east and west, a tableware recycling car is placed near the door to provide convenience for customers. The ultraviolet disinfection tableware truck should be located near the dining window of the restaurant, with 3-4 dining cars.
(C) the use of dining room materials and dining room space furnishings and furniture selection
Soft decorations in restaurants, such as tablecloths, napkins, curtains, etc., should use thinner chemical fiber materials as far as possible, because thick cotton cloth is easy to absorb food odor and is not easy to disperse, which is not conducive to the environmental sanitation of restaurants; Flowers can play a role in regulating psychology and beautifying the environment, but they should not be brightly colored, which will make people fidgety and affect their appetite. Small-area restaurants use low, horizontal furniture to make the space spacious and stretched; Large-area, high-clearance space uses high backrest and colorful furniture to weaken the sense of emptiness.
(4) Greening
Greening is a decorative means often used in interior design, and almost all dining spaces are decorated with greening. It has won people's attention with its colorful forms, numerous varieties and fresh green. Greening is widely used in dining space. There are potted plants used to decorate "blank", green belts used to limit space, and tall trees used to connect upper and lower spaces in series. ...
(5) The use of restaurant lighting.
The light source of the restaurant comes from natural lighting and artificial lighting. Natural lighting mainly refers to sunlight and diffuse light in the sky, and artificial lighting includes various power lights.
(1) natural lighting
Natural lighting is a way to introduce natural light into the room. Natural light has the characteristics of brightness and spectrum, and is connected with natural scenery.
(2) Artificial lighting
Artificial lighting is to illuminate the indoor space through various devices, such as strong light, weak light, cold light, warm light, adjustable illuminance, light color lighting and so on.
Lighting methods include: general lighting, regional general lighting, local lighting and mixed lighting. Restaurant lighting mainly adopts general lighting, mixed lighting and local lighting. General lighting is a way to illuminate the whole restaurant, regardless of local lighting, so that the illumination of the dining environment and the table surface is roughly uniform. This is a common way of lighting in restaurants with simple style and relatively popular customers. The dining room should also have sufficient lighting to highlight its bright and concise spatial characteristics. The lighting in the dining room should be moderate, the illumination is too high, everything can be seen clearly, which makes people feel that they lack privacy and are too low to meet people's dining needs. The best way is to follow the ribbon.
(6) The importance of color matching to restaurants.
Color is silent, but it can precipitate into a state of mind through human eyes, and the emotional effect brought by color can not be ignored. Good color matching can bring wonderful color environment and poetic atmosphere, while failed color matching will make the whole environment uncomfortable. Blue brings people a sense of tranquility and elegance, and people hope to have a rest here after a hard day's work. Lively orange arouses people's appetite, but it also makes customers who have stayed in this environment for a long time fidget and shortens the dining cycle. The green wall makes customers feel peaceful and comfortable, and the red desktop makes customers eat fast and walk fast. Therefore, the collocation and application of colors will also improve the utilization rate of restaurants.
Sample Report on Consumption Survey in 2022 (III) I. Survey Description
With the global economic weakness brought by the economic crisis, the luxury goods market was once in a downturn. However, the booming luxury market in China has injected a shot in the arm. 20 12, 1 June, the report released by the World Luxury Association showed that by the end of 20Xx 12, the total annual consumption of luxury goods in China had reached1260 million US dollars, accounting for 28% of the global share, and China had become the largest luxury goods consumer in the world. Luxury goods are the general name of many categories of goods, including bags, perfumes, cosmetics, clothing, cars and so on. Although collectively referred to as luxury goods, they have certain characteristics, but in fact, each category seems to be different. With the strengthening of China's overall economic strength, the residents' luxury consumption capacity has become increasingly prominent. In the context of the financial crisis, the consumption momentum is still unabated, and China's position in the world luxury consumption stage is becoming more and more important.
Second, luxury consumption items and cognition
The survey shows that the items that China residents buy more luxury goods include: brand-name clothing, high-grade cosmetics, brand-name leather goods, watches and jewelry, and more people think that watches, famous cars, airplanes, yachts, jewelry and brand-name leather goods should belong to the category of luxury goods. Comparatively speaking, most consumers buy luxury brands and high-end cosmetics, but few China residents regard them as luxury goods. The reason may be that the prices of these two products are relatively low, and the functions are relatively common, so users can easily buy them. The cognition and purchase rate of brand-name leather goods, watches and jewelry are in the front, but the difference between them is obvious, which shows that consumers have a high level of cognition of the three types of products, but their purchasing power is still slightly insufficient. People in China generally think that famous cars, planes and yachts are luxury goods, which may be unanimously recognized by everyone because of their high prices. It is for this reason that few consumers actually buy them.
Different people have different purchasing power, different life experiences and different attitudes towards life, so their consumption items are also different. According to statistics, the average number of luxury goods purchased by respondents is about 3.3, among which women are more than men, and consumers aged 25-34 and 35-50 are higher than those aged 65,438+05-24. At the same time, with the improvement of education and family income, the number of consumers buying luxury goods is also increasing.
From the specific consumption items, the proportion of female consumers buying high-end cosmetics, jewelry, brand-name clothing and traveling abroad is obviously higher than that of men, while men show a strong preference for famous wines; Consumers aged 25-34 and 35-50 are more inclined to buy brand-name leather goods, jewelry, famous watches and famous wines, and young consumers are obviously more inclined to buy high-end cosmetics; The higher the income and education level, the higher the proportion of buying all kinds of luxury goods; From the perspective of different occupations, middle and senior managers of enterprises/companies buy more brand-name watches, while leading cadres of party and government organs and institutions are the main consumers of famous wines and professional outdoor products.
When asked about the practice of luxury goods entering China, the respondents' views are relatively consistent. The general view is that we should not only keep in line with international standards, but also consider reflecting the characteristics of China.
Third, the luxury credit card consumption limit
About 87% of the respondents own at least one watch, and the average price of the latest watch is 654.38+0.42 million yuan. At the same time, it is said that the proportion of people who have bought gold jewelry and leather goods in the last six months is also about 87%, and their average expenditure on the two projects is 6.5438+0.42 million yuan and 0.7 million yuan respectively.
The vast majority of consumers in China spend less than average on various products. Combined with the consumption of various luxury goods by different users, we can find that the consumers of luxury goods are mainly concentrated in a few high-end people.
Fourth, luxury consumption habits.
The vast majority of respondents said that they spend money on luxury goods, and the main channel for people aged 65,438+05-24 to obtain luxury goods also includes spending their parents' money. People in this age group have just joined the work or have not yet joined the work, and their financial resources are limited. They rely more on other family members to buy luxury goods.
With the in-depth development of social economy, college students, as a special consumer group in society, the shaping and cultivation of their consumption concept directly affects the formation and development of their world outlook, and then affects their moral behavior throughout their lives. Therefore, it has become an important task for colleges and universities to pay attention to the consumption situation of college students, grasp the psychological characteristics and behavior orientation of college students' life consumption, and cultivate and improve "financial quotient".
First, the new consumption concept of contemporary college students
1, the consumption mode has entered the era of network electronics.
With the rapid development of social economy, social consumption has changed from a single cash transaction to cash, credit cards, checks and other transaction methods, making people's lifestyle more convenient and fast. Contemporary college students are outstanding among young people, with an open mind and never falling behind the times. So, from the perspective of consumption patterns, what is the situation? In the survey, it is found that as a special consumer group, the consumption mode of contemporary college students has entered the era of network electronics. Many college students have campus IC cards, transportation IC cards, bank withdrawal cards, Internet cards and even sports fitness cards. In the era of "swipe card", college students' consumption behavior is sloppy. In the words of some students, it means "spending money by swiping your card".
2. The trend of consumption diversification.
2 1 century is an era of rich material and spiritual life. College students entering this era are no longer satisfied with the monotonous life in dormitories and classrooms. Although books are still the main consumer, they are not the first choice, and they are not the only consumer items. The consumption of college students shows an obvious trend of diversification, and mobile phones, tourism, computers and audio-visual entertainment are the hot spots of college students' consumption. In the survey, when asked what they want to do most when economic conditions permit, most students choose "traveling", followed by "buying a computer", which reflects that college students have a desire to get out of campus, integrate into society and nature, and have a high-quality life.
3. Rational consumption is the mainstream.
Price, quality and fashion are the main factors to attract college students' consumption. Judging from the survey results, practical and rational consumption is still the main consumption concept of college students at present. It is understood that college students first consider the factors of price and quality when purchasing goods. This is because college students in China are different from those abroad. Their financial source is mainly the support of their parents. They can't make much money by working part-time. The monthly disposable money is fixed, about 300-800 yuan, and the family is generally less than 1000 yuan, which is mainly used to pay for meals and daily living expenses. Because of their limited spending power, college students are often very cautious in spending money and strive for "value for money", so they will try their best to search for cheap and good quality goods. Whether on campus or off campus, there are more social activities for college students nowadays than before. Coupled with the influence of many factors such as urban living atmosphere and falling in love, they will not consider those cheap but not beautiful products. On the contrary, they will pay more attention to their own image and pursue taste and grade. Although they don't necessarily buy famous brands, quality is obviously a very important content.
Pursuing fashion and famous brands is an old topic.
It is the same characteristic that college students are at the forefront of the times, seeking novelty and novelty, and keeping a keen grasp of fashion for fear of falling behind the trend. The most prominent consumption is the use of mobile phones. Nowadays, the consumption of college students has generally increased the consumption of mobile phones. According to some surveys, the mobile phone ownership rate of students is not less than 40%. In addition, computers and related consumption are also their pursuit, ranging from a network card with tens of dollars to pets of contemporary college students. In the words of computer majors, they simply regard computers as their "lovers' confidants". Thirdly, there are many "new" people on campus, such as hairstyles, clothes and accessories. The survey data also confirms this point. Judging from its proportion, "popularity" has become the third major factor for college students to consider whether to buy, second only to price and quality. As for brand-name products, when asked if they would buy brand-name products if the economy allowed, 80% of the students said they would. The above fully reflects the demand of college students to pursue high quality, high brand and high grade life.
Second, the problems existing in the current consumption situation of contemporary college students
1, the concept of saving is weak, and financial quotient needs to be cultivated and strengthened.
Robert, the originator of the word "financial quotient"? Kiyosaki once said: "Financial quotient has nothing to do with how much money you earn. It is the ability to measure how much money you can keep and how long you can make it work for you. " At the seminar, when asked about the concept of "financial quotient", many students said they were unfamiliar. When asked about the financial situation after the end of the semester, most students admitted that their consumption had exceeded the planned scope, and even some students needed to borrow money from others. There are also a few students who have thought about how to spend the rest of the money, and only a few students have the consciousness of saving. It can be seen that the current financial quotient of college students needs to be cultivated and strengthened.
2. The widening consumption gap leads to polarization.
3. There are unreasonable factors in the consumption structure, especially girls.
The main components of college students' living consumption are living expenses and purchasing study materials and supplies. In the cost of living, meals are the most important. It is estimated that the daily expenses for students' basic dietary needs are about 8 yuan, and the monthly net food expenses of students are about xxx yuan.
Most of the dietary expenses of girls are below 300 yuan, some control their appetite in order to keep slim, and some choose cheap meals regardless of nutritional needs in order to save money; The problem is that we don't know enough about healthy eating.
4, excessive pursuit of fashion and famous brands, there is a psychological comparison.
During the discussion, some students pointed out that in order to have a mobile phone or change into the most popular mobile phone, some students are willing to scrimp and even sacrifice their other necessary expenses; Some male students borrow money or even steal money for a pair of brand-name sports shoes to satisfy their desires, while some female students borrow money or even steal money for a set of brand-name cosmetics or a brand-name dress, which can reflect that some students don't know how to live within their means, and vanity drives them to form an endless comparison psychology.
5. Excessive consumption in love
Thirdly, analyze the reasons of current college students' biased consumption psychology and behavior.
At present, there are some problems in college students' consumption, such as unplanned consumption, unreasonable consumption structure, comparison psychology, extravagance and waste, excessive love consumption, etc., which are not only related to the negative influence of social environment, but also related to the lack of correct guidance in family and school education.
Nowadays, college students live in a "fenced" campus and have all-round contact with society. When some college students are attacked by bad social atmosphere such as hedonism, money worship, extravagance and waste, it is easy to form a tendency of psychological convergence without timely and correct guidance from school teachers and parents. When their families can meet higher consumption conditions economically, these thoughts will be fully reflected in their consumption behavior. To make matters worse, some family economic conditions do not allow high-spending students to do some criminal acts that hurt others or even lose their personality and are not allowed by law in order to satisfy their consumption desires.
So what suggestions can we make for the problems existing in college students' consumption?
1. Enhance the sense of independence and cultivate and strengthen financial management ability. Nowadays, college students need to know how to survive in a highly competitive society, and the ability of independent financial management has become the top priority. Financial management is not a simple four operations, nor is it a simple balance of payments. Need a long-term rational foundation. Individual's blind impulse is not independence, but willfulness. We need not only independent concepts in our minds, but also independent actions and rational thinking. There are two main aspects: first, the ability to correctly understand money and its laws; Second, the ability to correctly use money and monetary laws.
2. It is inevitable to overcome the formation of comparison emotion and comparison psychology. How to face it? First of all, we should establish correct and scientific values that adapt to the trend of the times, gradually establish correct life norms, and give ourselves a rational position. College students really need a sense of competition, but not everything needs us to fight. There is no shame in being inferior to others for the last time in life, and there is no need to hold your head up. Through this survey, we have basically grasped the trend and present situation of contemporary college students' consumption psychology. The basic living expenses of college students are realistic and reasonable on the whole. However, the trend of dispersion is obvious, and individual differences are great, mainly because students come from all over the country, which is caused by differences in family situation and consumption habits. Among college students who are mainly parasitic consumers, it is urgent to cultivate independent financial management ability and scientific values.
3. Forming a good consumption atmosphere and school spirit for college students is an organic combination of teachers' morality and students' learning lifestyle. Among them, students' consumption psychology and behavior are an important part of reflecting students' lifestyle. Once good consumption habits are cultivated and strengthened, it will promote the shaping of good school spirit and form a virtuous circle in which school spirit helps students. Therefore, the cultivation of college students' good consumption psychology and behavior should be an important part of campus culture construction. In the construction of campus culture, we should design an activity theme about college students' healthy consumption concept, persevere, promote the formation of a good lifestyle with college students' good consumption psychology and behavior, and then promote the consolidation and development of a good study style and school spirit.
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