Study On Features Of Progessional Female Fashion Cosumption In Beijing

The fashion consumption environment in China has promoted its industry development and consumption upgrade due to the improvement of different factors.Overall,the fashion industry is on the rise.The factors affecting consumer behavior are various.The external factors include political environment,social macroeconomic environment,social culture,scientific and technological development level and geographical factors.Internal factors include gender,individual aesthetic preferences,personal disposable income,and society class and self-awareness,etc.This paper takes Beijing professional women as the research object,and empirically analyzes the behavior and psychology of women in fashion consumption through literature research and questionnaire survey.From the two dimensions of social factors and personal factors,through the three aspects of identity background,consumer behavior and consumer psychology,integrating social psychology and social practice perspective,combining the model of mass consumer behavior,analyzing the influencing factors,and proposing the framework of fashion consumption behavior model,Beijing professional women's fashion consumption behavior characteristics,for the fashion brand to provide self-brand design and publicity for reference.The main research contents of the thesis are as follows:Firstly,it analyzes the current situation of fashion consumption and consumption behavior at home and abroad,and clearly understands the current domestic and international fashion consumption theory,the current status of empirical analysis and the model of mass consumer behavior,which lays a foundation for the empirical study of Beijing professional women's fashion consumption behavior.Secondly,from social factors affected by the cultural factors,social classes,native families,related groups,and the personal factors such as age,education level and economic income,the fashion of Beijing professional women in different cultural backgrounds and different social classes Analysis of consumer preferences to explore the factors that influence the fashion consumption behavior of professional women in Beijing.Finally,according to the factors affecting fashion consumption behavior,the fashion consumption behavior model is constructed,and the characteristics of Beijing professional women's fashion consumption are summarized,which provides a reference for the future development of fashion brand enterprises.