An Empirical Study on Consumption Values of Leisurewear of Chinese University Students(CUS)-Market Segmentation and Brand Positioning
In recent years,Chinese leisurewear market capacity has been expanding continuously,the competition between its brands is becoming more and more intensely as well.In such situations how can we get the competitive advantage? This paper believes that along with the profound transformation of market environment,especially when the personal consumption is recognized and developed into the mainstream of consumption culture in nowadays society,the function of consumption values is becoming strengthened on its behavior within many factors of influencing consumption decision-making behavior.Study on the consumption values related to the special consumption behavior should become the most important development trend of company marketing.Consequently,the previous analysis frame of market segmentation and brand positioning should also be restructured.Taking Chinese University Students (CUS)as the object,who is one of the largest consumption group of leisurewear,this paper has been getting on well with exploration studying on the consumption values of leisurewear and finally finds that consumption values of leisurewear of CUS are a value system consisting of some consumption elements with different values,which are a multidimensional structure with obvious sub-clusters.Although there are so many brands provided by the market,it shows seriously homogeneity trend in brand value positioning.It is insufficient if only getting on the market segmentation and brand positioning effectively from the view point of consumer s consumption values;Moreover,the internal demand of consumer driven by consumption values has not been satisfied and still has large potential market.
Chinese University Students(CUS) Leisurewear Consumption values Market segmentation Brand positioning
Sun Hong Gu Qingliang
School of management,Donghua University,Shanghai,P.R.China,200051
国际会议
杭州
英文
534-539
2008-04-21（万方平台首次上网日期，不代表论文的发表时间）