Research On The Influencing Factors Of Parent-child Clothing Purchase Decision

Parent-child clothing is not only a manifestation of consumption upgrading,but also an inherent demand for lifestyle transformation,family emotional expression,and fashion trend pursuit.In recent years,the income level of China's residents has continued to rise,the transformation and upgrading of consumption has been actively promoted,and the parent-child wear market is booming.This paper will focus on the marketing strategy of parent-child equipment,and hope to provide reference for the production and operation decision-making of enterprises in the industry.The full text mainly uses the PEST analysis method to sort out the development environment of the industry,and through questionnaire survey,the basic characteristics of the target consumer group are studied.For the consumption preferences of parent-child wear and daily consumption habits,in the process of processing the questionnaire data,the mean analysis method is adopted to eliminate the weaker correlation indicators,and the factor analysis method is also introduced,between the product features and factors.The correlation is analyzed.The full text framework consists of six parts,which are introduction,concept and development status,macro environment analysis,questionnaire analysis,marketing strategy recommendations,conclusions and deficiencies.The analysis of this paper puts forward the following viewpoints: Through literature review,most of the current research is still relatively shallow,and the analysis of marketing ideas,marketing environment,brand positioning,etc.is not deep enough,and the space for conducting supplementary research in the future is relatively large;combined with literature research and questionnaire survey As a result,13 consumer product preference characteristics and 16 target group consumption psychology indicators were proposed.Based on the above analysis,five suggestions for parent-child clothing marketing were proposed,which were to strengthen product design and highlight the characteristics of parent-child products;Quality control,improve the quality of parent-child products;optimize marketing methods,focus on parent-child equipment co-marketing;clear brand positioning,focus on the mid-end market for parent-child installation;expand marketing channels,optimize online and offline marketing.