【作者】 刘慧；

【导师】 刘雅玲；

【作者基本信息】 河北科技大学 ， 纺织科学与工程， 2018， 硕士

【摘要】 随着人们生活水平的提高,社会经济、科技的发展,国家二孩政策的落实,婴幼儿服装也迎来了一个新的发展机遇,消费者对婴幼儿服装的要求也越来越高。但国内婴幼儿服装还存在着一些不足,满足不了婴幼儿多方面的需求。本课题研究以婴幼儿为基本研究对象,主要采用了文献整理法、实地调查法、问卷调查法、举例法、制作验证等多种方法进行研究,结合婴幼儿生理和心理的特殊情况,并结合服装材料、服装结构设计、服装市场营销等相关理论知识,针对婴幼儿的服装功能性设计的应用及市场营销进行分析研究。文章分析婴幼儿群体的普遍特征,结合实地调查和问卷调查,收集相关数据,通过因子分析、聚类分析、方差分析、交叉分析,得出婴幼儿服装影响因素分为三类:安全舒适因子、外观因子、价值因子;消费者分为三类:第一类消费者重视婴幼儿服装的舒适性、安全性、面料、做工和外观质量,第二类消费者重视婴幼儿服装的颜色、图案和款式,第三类消费者重视流行性、价格和品牌。在婴幼儿服装上,消费者对益智关注度在逐步增加,在消费需求上,消费者愈加享受服务性消费。利用理论和数据分析结果,重点研究服装结构、面料及色彩图案在婴幼儿服装中功能的体现及应用,并对某些设计进行实际制作验证,对婴幼儿服装营销提出合理思路:服务营销、品牌“忠诚度”营销、情感营销和网络营销。本研究进一步分析和整理了婴幼儿服装功能性在婴幼儿成长发育中的影响及开发市场的营销对策,为婴幼儿服装的发展提供一定的参考依据。更多还原

【Abstract】 With the improvement of people’s living standard,the development of social economy and technology and the implementation of the national two child policy,infant clothing has also ushered in a new development opportunity,and consumers’ demands for infant clothing are also increasing.However,there are still some deficiencies in the domestic infant clothing,which can not meet the needs of many children.This subject studies infants as the basic research object,it mainly adopts the methods of literature sorting,field investigation,questionnaire survey,example method,production verification and so on.Combined with the special situations of infants’ physiology and psychology,and combined with the related theoretical knowledge of clothing materials,clothing structure design,clothing marketing and other related theoretical knowledge,the application and marketing of functional design for infants and young children were analyzed.This paper analyzes the common characteristics of infant group,combined with field survey and questionnaire survey,collecting relevant data,through factor analysis,cluster analysis,variance analysis,cross analysis,the influencing factors of infant clothing is divided into three categories: safety and comfort factor,appearance factor,value factor;consumers are divided into three categories: the first types of consumers pay attention to infants clothing comfort,safety,fabric,workmanship and appearance quality,second types of consumers pay attention to infant clothing colors,patterns and styles,third kinds of popular consumer attention,price and brand.In the infant clothing,the consumer’s attention to the puzzle is increasing gradually.In the consumption demand,the consumer is more and more enjoying the service consumption.Based on the results of theory and data analysis,the embodiment and application of clothing structure,fabric and color pattern in infant clothing is emphasized,and a practical verification of some designs is carried out.It puts forward reasonable ideas for infant clothing marketing: service marketing,brand "loyalty" marketing,emotional marketing and network marketing.This study further analyzed and sorted the influence of infant clothing function on infant growth and marketing strategies,and provided some reference for the development of infant clothing.更多还原