Basic Studies On University Students Consuming Knitting Fashion Brand In Jiangsu And Zheijiang Areas

[Abstract] As far as the areas of Jiangsu&Zhejiang concerned, there is a huge influence on the knitting costume for its unique geography, economy and literal circumstance, and on the way of production and sales of corporations, and the choice of the consumer group. Facing to the unique consumer group, the university students, costume corporations, especially the knitting fashion corporations, should catch on and predict their life style at present and in the future, accordingly ascertain their needs for knitting costume and shape brands actively, then could charge the market better. In this thesis, about this opinion, basic studies and discusses were developed.This thesis mainly consists of five parts.First, in prodrome, background, motive, meaning, content and way of this study were introduced.The following chapter is concerning on the developing status in quo of the knitting fashion corporations and their brands in the areas of Jiangsu&Zhejiang. This chapter included the unique geography and literal circumstance, compare with foreign knitting fashion brands, description of the status in quo of the knitting fashion market and the conclusion of this chapter. On the basis of above studies, there was a conclusion: the specialization of breeding the consumers, the combine of the brands with the literae character of the areas of Jiangsu&Zhejiang, design of format, the specialization of the technical exploitation and the price mechanism should be the aims of the corporations in the areas of Jiangsu&Zhejiang.In second chapter, as the band breeding consumer objects of the knitting fashion, the university students, were researched and analyzed. The reasons of why the university students were chosen as the consumer object were further expatiated. On the basis of the questionnaires, the character of costumer behavior and attitude of the undergraduates were discussed. The university students were a group which are similar with each other and have many kinds of intercommunity such as age, education background, income and costume frequency and so on, so it is easy to control their behavior after the market been built.The third chapter is about the analysis and choices of the knitting costume market of the university students in the areas of Jiangsu&Zhejiang. Based on the basic consumption character of the university students in the areas of Jiangsu&Zhejiang which had been summarized in last chapter, the association analysis of the group and the knitting was analyzed. To the knitting corporations in the areas of Jiangsu&Zhejiang, how to build the knitting brands to the university students was probed. Then the analysis and prognostication of the university students' knitting consume were brought out. At last, there was a conclusion of this chapter.The last chapter is a conclusion of the full thesis and an evaluation of the author. At the same time, the disadvantages of this thesis and the developing direction in the future were pointed out too.