Clothing Market Segmentation and Brand Positioning under Measuring of Consumption Values
The questionnaire studies based on consumption values of sportswear and brand choice has been showed as follows. Clothing consumption values are a multidimensional structure which is composed of some value elements of different magnitude. Different values of consumer will affect their choice of brands. If value positioning of enterprise brands fits consumers value demand, it will possess a relative competitive advantage. The homogenization tendency is serious among different sportswear bands, and competitive advantages are fading. Internal needs of consumers driven by consumption values havent still been satisfied, thus there is a big potential market. These conclusions provide a certain amount of reference bases for clothing enterprises to choose their appropriate brand positioning and enhance the brand competitive advantages.
GUO Jian-nan SUN Hong
School of Fashion Design & Engineering, Zhejiang Sci-Tech University, Hangzhou,P.R.China, 310018
国际会议
2011 International Conference on Public Administration(2011公共管理国际会议)
成都
英文
988-995
2011-10-18（万方平台首次上网日期，不代表论文的发表时间）