摘要
本研究聚焦内蒙古山羊绒消费市场,通过对5000余名消费者的调研,深入剖析了消费者的购买行为、偏好、消费群体特征以及市场动态变化。研究发现,消费者在购买山羊绒纺织产品时主要关注穿着舒适感、款式和做工,且对简洁、时尚、休闲的款式更易接受。同时,将消费群体细分为“苛刻型”“随意型”“物有所值型”和“功能型”四类,不同消费群体在购买时机、地点和产品偏好上存在显著差异。此外,随着市场环境变化,山羊绒制品市场竞争格局、产品结构和行业分工也在不断演变。本研究为羊绒企业制定精准营销策略和推动国内羊绒制品消费提供了重要依据。
This study focuses on the consumption market of Inner Mongolia cashmere.Through a survey of more than 5,000 consumers,it deeply analyzes consumers’purchasing behaviors,preferences,characteristics of consumer groups,and dynamic changes in the market.The research finds that when purchasing cashmere textile products,consumers mainly focus on wearing comfort,style,and workmanship,and are more receptive to simple,stylish,and casual styles.At the same time,the consumer groups are divided into four categories:"demanding type""casual type""value-for-money type"and"functional type".There are significant differences in purchasing timing,locations,and product preferences among different consumer groups.In addition,with the change of the market environment,the competition pattern,product structure,and industry division of labor in the cashmere products market are also constantly evolving.This study provides an important basis for cashmere enterprises to develop precise marketing strategies and promote the consumption of domestic cashmere products.
作者
杨艳
宋双
麦丽斯
YANG Yan;SONG Shuang;MAI Lisi(Inner Mongolia Fiber Quality Monitoring Center,Hohhot,Inner Mongolia 010010,China)
出处
《中国纤检》
2025年第5期106-109,共4页
China Fiber Inspection
