摘要
本项研究以消费者消费心理与行为为理论依据,针对目前汉服初创企业前期市场调研不充分、目标人群定位不精准、汉服设计不符合消费者消费喜好的现状,通过数据分析出不同消费者对汉服的认可度、对其背后文化内涵的理解程度以及对汉服发展现状的看法,并提出一系列汉服初创企业应该具备的基础条件的调研方案,为汉服初创企业的创业道路提供参考依据。
This study is based on consumer psychology and consumer behavior.According to the situation of inadequate market research in the early stage of the start-up of Hanfu,inaccurate target population location,Hanfu design is not in line with consumer preferences.Through the data analysis of different consumer recognition of han clothing,understanding of its cultural connotation,views on its development status,and put forward a series of research programs of Hanfu start-up should have the basic conditions.Provide reference basis for entrepreneurial path of Hanfu start-up.
作者
王银
王珊珊
葛银妹
董冰卿
王新彤
WANG Yin;WANG Shan-shan;GE Yin-mei;DONG Bing-qing;WANG Xin-tong(Jinling Institute of Technology,Art College,Nanjing 211169)
出处
《黑龙江纺织》
2019年第4期14-17,共4页
Heilongjiang Textiles
基金
大学生创新训练计划项目(项目编号:201913573054Y)
博士/高层次人才科研启动基金(项目编号:40882001)
协同育人创新创业教育改革项目(项目编号:201801230008).
