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Color Marketing and Typical Case Analysis Based on Women’s Consumer Behavior

Author: ZhangJuan
Tutor: ZhangKangFu
School: Zhejiang University of Technology
Course: Art of Design
Keywords: Color Marketing Female consumption Case analysis Women’s consumption psychology Clothing color
CLC: F713.55
Type: Master's thesis
Year: 2011
Downloads: 450
Quote: 1
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Abstract


American PANTONE color company colour spokesman Laris think "colour is a silent salesman." In the modern business conduct and process, colour and market, and the relationship between fashion, the industry is increasingly close, more and more enterprises and design personnel began to realize that should pay attention to the colour, and scientific and aesthetic applied colors. At the same time, along with the arrival of the era of consumption, especially women economic status and family and the status of consumption field, women to become the most active factors. This article through the chanel ladies and LangSha women inside outfit colour analysis, carding and demonstrates colour marketing in the clothing design application basic rule, including clothing color image, color symbols and culture, color emotional expression; etc. And in combination with the basic characteristics of women consumption, the system demonstrates color marketing for women consumption psychology and the influence of consumer behavior, and put forward its own with women consumption as the core of the colour of the understanding and opinions. StrategyAmong them, the first chapter basically combed the this topic in the domestic and foreign academic circles the research status, illustrates this topic research of purpose and meaning, the paper describes the basic structure and research. The second chapter systematically analyzed women consumption concept, consumption characteristics, psychological characteristics and in the clothing consumption embodiment. The third chapter of colour of the concept of marketing, clothing color design, the basic property, colour and fashion of relationship are introduced. The fourth chapter analyses of women consumption colour marketing strategy application situation and influence. The fifth chapter on the comparison and analysis of the female and LangSha women chanel installed inside the two brands of coloring, and put forward its own characteristics of women consumption colour strategy insights.Due to the time and space and level place is restricted, there are still some problems currently discussion, this is future revision and writing needs further improvement and perfection.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
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