| With the methods of research and analysis, induction and summing-up, by combining the characteristics of today's garment consuming mode in china and marketing strategies, this paper has analyzed the changes of Chinese consuming esthetic psychology and consuming behavior, and the influence of esthetic psychology to consuming behavior during the course of garment consuming, and at last has concluded the characteristics of today's garment consuming esthetic psychology and its trends, and the marketing strategies that correspond the characteristics and the trends above.The paper is consisted of four parts. The first chapter expounds that the influence of consuming esthetic psychology to garment consumer and merchandiser is increasing, and clarifies the definition of modern garment consuming esthetic psychology. The second chapter deeply analyses the mechanism of garment consuming esthetic psychology with the theory of esthetics and psychology, and the main effect factors in detail. As the status of Chinese garment market in quo is considered, the third chapter concludes the characteristics of today's garment consuming esthetic psychology and its trends, and probes into the corresponding marketing strategies and the significance. The forth chapter concludes the points of the paper, and brings up the viewpoint in myself and the use for reference in practice related to garment industry, and discusses the relevant issues that demand more research and study. |
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