摘 要
随着传统文化的复兴，现代汉服产品逐渐受到消费者的青睐。本研究深入探讨了现代汉服产品消费者行为的理论，并分析了消费者行为的影响因素、汉服的文化内涵与审美特征以及产品的多样化与创新。然而，存在消费者认知偏差、购买障碍、满意度不高和忠诚度培养难等问题。针对这些问题，本研究提出了相应对策。提升消费者认知的策略包括加强汉服文化的宣传与教育，提高产品品质与形象；降低购买障碍的策略涉及合理定价与促销活动设计，拓展购买渠道与便利性；提高满意度的策略则包括优化产品设计以满足需求，完善售后服务体系；培养忠诚度的策略则需建立提升计划，强化品牌差异化与竞争优势。本研究不仅对汉服行业具有指导意义，也为消费者行为理论提供了新的研究视角。未来研究可进一步探讨不同消费群体的行为差异及其对市场的影响。
关键词：现代汉服 消费者行为 品牌忠诚度
Abstract
With the revival of traditional culture, modern Hanfu products are gradually favored by consumers. This study deeply discusses the theory of consumer behavior of modern Hanfu products, and analyzes the influencing factors of consumer behavior, the cultural connotation and aesthetic characteristics of Hanfu products, and the diversification and innovation of products. However, there are some problems such as consumer cognitive deviation, purchase barrier, low satisfaction and difficult loyalty cultivation. In view of these problems, this study puts forward the corresponding countermeasures. The strategies to enhance consumer awareness include strengthening the publicity and education of Hanfu culture, improving product quality and image; The strategies to reduce purchase barriers involve reasonable pricing and promotional activity design, expanding purchase channels and convenience; The strategies to improve the satisfaction include optimizing the product design to meet the demand and improving the after-sales service system; A loyalty strategy requires a promotion program that reinforces brand differentiation and competitive advantage. This study not only has guiding significance for Hanfu industry, but also provides a new research perspective for consumer behavior theory. Future research could further explore the behavioral differences among different consumer groups and their impact on the market.
Keyword:Modern Hanfu Consumer behavior Brand loyalty
目 录
1绪论 1
1.1研究背景及意义 1
1.2国内外研究现状 1
1.3研究内容及目的 1
2现代汉服产品消费者行为理论 1
2.1消费者行为的基本概念与理论框架 1
2.2消费者行为的影响因素分析 2
2.3汉服的文化内涵与审美特征 2
3现代汉服产品消费者行为分析 3
3.1消费者购买动机分析 3
3.2消费者购买决策过程 3
3.3消费者行为特征总结 3
4现代汉服产品消费者行为存在的问题 4
4.1消费者认知偏差问题 4
4.2消费者购买障碍问题 4
4.3消费者满意度问题 5
4.4消费者忠诚度培养问题 5
5现代汉服产品消费者行为对策 6
5.1提升消费者认知的策略 6
5.2降低消费者购买障碍的策略 7
5.3提高消费者满意度的策略 7
5.4培养消费者忠诚度的策略 8
6结论 8
参考文献 10
致谢 11
