摘要:随着人们生活质量的提高，文化素质、思想观念、消费意识得到提升，内衣作为消费者的贴身伴侣，服装业中的快速消费品，已经被越来越多的消费者所重视，由此也大大影响着人们的着装方式，内衣正成为服装业中新的亮点和增长点。在这种情况下，我国内衣业迅速发展壮大，而且各商家的竞争十分激烈，争夺在内衣行业的一席之地。
本文通过分析目前国内内衣行业的发展现状和趋势，采用调查问卷的方式，对都市丽人的消费者行为进行了市场调研，分析统计问卷数据，以此得到该企业的内衣消费者的购买行为的特点，影响消费者购买该品牌内衣的个人内部因素与外部环境因素，同时也借鉴部分内衣企业的成功经验，并以此来为都市丽人提出改进建议，使得都市丽人内衣有更好的发展。
关键词：都市丽人 竞争对手 消费者购买行为 建议
ABSTRACT:As the life quality, cultural quality, ideological concept, consumer consciousness improved, underwear as consumers close companion, fast-moving consumer goods, in the clothing industry has been more and more consumer attention, thus greatly affect the way people dress, underwear is becoming a new bright spot in the clothing industry and areas of growth. In this case, the underwear industry is rapidly developing in our country, and the merchant's competition is very fierce, the competition for a place in the lingerie industry.
In this paper, by analyzing the current development status and trend of domestic underwear industry, with the method of questionnaire, the city beauty of the behavior of consumers in the market research, analysis of questionnaire data statistics, in order to get this enterprise underwear consumers' buying behavior characteristics, influence consumers to buy the brand underwear of personal internal factors and external environmental factors, as well as drawing on the successful experience of some underwear enterprises, and puts forward improvement Suggestions to cosmo lady make the cosmo lady underwear have a better development.
Keywords: cosmo lady; competitors; Consumer buying behavior; suggestion
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