| 现代服装消费文化的特征及应对策略 |
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| 引用本文： | 姚桂兰.现代服装消费文化的特征及应对策略[J].宁波职业技术学院学报,2014(4):72-74. |
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| 作者姓名： | 姚桂兰 |
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| 作者单位： | 赛辉服饰有限公司,江苏南通226000 |
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| 摘 要： | 我国目前服装消费文化中主流消费文化以质量型消费为主，并呈现消费升级和向享受型消费过渡的态势；亚文化消费中享受型消费和数量型消费并存；服装消费社会阶层分隔不明显；多样性消费持续存在。服装企业品牌发展的过程中，要把控质量不断总结经验，明确品牌定位，以开放的眼光和开放的心态提高品牌的竞争力。
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| 关 键 词： | 服装企业 现代消费文化 品牌发展 |
The Characteristics and Coping Strategies of Modern Clothing Consumption Culture |
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| YAO Gui-lan.The Characteristics and Coping Strategies of Modern Clothing Consumption Culture[J].Journal of Ningbo Polytechnic,2014(4):72-74. |
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| Authors: | YAO Gui-lan |
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| Institution: | YAO Gui-lan (Saihui Clothing Co. Nantong 226000, China) |
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| Abstract: | At present,in the clothing consumption culture of our country, the mainstream consumption culture is given priority to with the latter consumption, and present a trend of consumption upgrading and transition to enjoying type consumption; subculture enjoying type consumption and quantitative consumption in consumption coexist; social stratum separation is not obvious in clothing consumption; diversity consumption continues to exist. In the process of clothing enterprises development, we should sum up the experience and improve the quality of products, clear brand positioning, with an open eye and an open mind to improve the competitiveness of the brand. |
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| Keywords: | Clothing enterprises culture of modern consumption brand development |
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