基于大学生个性化消费心理的潮流时尚品牌营销策略研究Research on Fashion Clothing B rand Maketing S trategy B ased on College Students' in D ividualized C onsumption P sychology 广东东软学院本科生毕业设计（论文）摘要随着时代的更新换代，经济水平高速发展，90 后这一群体逐渐成为了新生代的消费主体。这一代人的消费主要形式不再以吃得饱穿得暖为主要考虑原因了，他们的消费特点更加趋近潮流，张扬自身个性化等因素去。但以目前中国引进的国外潮流文化以及潮流消费市场还不是在一个很成熟的阶段，文化形式全是适应外国的生活的，没有与中国的文化相结合，没有考虑到中国消费者的需求侧重面，因此本课题以 90 后中的大学生群体为主要研究对象，研究大学生心理为前提下，为国内潮流服饰品牌制定营销策略。关键词：大学生心理 潮流服饰 营销策略I广东东软学院本科生毕业设计（论文）AbstractWith the upgrading of the times and the rapid development of the economic level, the post-90s group has gradually become the main consumer of the new generation. The main form of consumption of this generation is no longer the main consideration of food and clothing warm, their consumption characteristics closer to the trend, publicity of their own personalized factors. But at present, the foreign trend culture and the trend consumption market introduced in China are not in a very mature stage. The cultural forms are all adapted to the life of foreign countries, have not been combined with Chinese culture, and have not taken into account the needs of Chinese consumers.Key words: college students psychology, fashion clothing, marketing strategy.II广东东软学院本科生毕业设计（论文）目 录1 绪论...............................................................................................................11.1 选题的背景............................................................................................11.2 选题的意义.........................................................................
