Research On The Consumption Values Of Sportswear Regarding To 90s Generation

The rise of new things,such as digital media and social media,Consumer and enterprise information asymmetry are smaller and smaller in current.How to maintain and increase the competitive advantages of local brands is the key of China sportswear market.This dissertation reviewed the relevant theories of competitive advantage.Proposed from the perspective of consumer values and makes the Roland Begg's consumer value element as the theoretical basis.This dissertation makes the 90 s Generation the research object.Taking the behavior preference of consumers in the purchase process of casual clothes,make up sportswear questionnaire of the 90 s Generation thoroughly by means of sample distribution and interviews.(1)Factor analysis,revealing 12 value element vectors,which include “Coordination”,"stimulation","comfort","quality","simplicity","network","good reputation","social responsibility","poor","service","price","environmental protection".Four orientation diagrams coordinated with the average factors and the standard deviations of these 12 value element,described the multidimensional value orientation structure for 90 s Generation sportswear consumption.(2)According to the part one we can see that the 90 s college students' personal values have influence on their consumption values.In the research of demographic attributes,"gender","professional","monthly living expenses","residence" are significantly interrelated with sportswear consumption value system and directly guiding significance for the market segmentation policy for enterprises.(3)The interrelationship between brand selecting behavior and the corresponding sportswear consumption value for 90 s college student are discovered that,the more which match the general value of 90 s college students' sportswear consumption the more it can win more market.Then analyzed Meters Bonwe,ZARA,UNIQLO,three brand performance by the product consumption values,the service consumption values,the brand image consumer values of three aspects and explore the way of brand operation.(4)Combined with research conclusions and put forward marketing suggestions,hope toprovide practical thinking and feasible marketing decision-making for domestic leisure clothing enterprises.