婴童服装消费决策心理与供应链工厂品牌化升级研究
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张秀君
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烟台职业学院，山东烟台，264000
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摘要：消费升级与新式育儿理念普及，使90后、95后父母成为婴童服装核心消费群体，消费需求转向安全化、场景化、情感化的品质消费。当前国内婴童服装行业供需失衡，中小代工工厂长期依赖贴牌生产，存在产品同质化、低价内卷、用户洞察与营销能力缺失等问题，品牌溢价弱、盈利空间受限。为破解工厂转型困境，本研究基于消费心理学、广告传播学与供应链管理理论，采用文献研究、问卷调研、深度访谈等方法，探究婴童服装消费者决策心理及核心影响因素，厘清安全感知、风险规避、社会认同、代际差异的消费驱动机制。结合代工工厂生产实际，从产品、营销、信任、供应链、品牌五个维度，构建“心理洞察—产品适配—营销转化—工厂升级”一体化转型体系。研究表明，新生代母婴消费决策核心驱动为安全诉求与养育情感，具有高审慎、重口碑、求便捷的特征。代工工厂唯有聚焦用户心理需求，推进全方位升级，方可摆脱低价竞争，实现从传统代工到品牌智造的转型。本研究细化了消费心理学在母婴领域的应用，为轻工制造企业品牌化转型提供理论与实践参考。
关健词：婴童服装；消费决策心理；用户洞察；供应链升级；品牌化转型 |
Research on Consumer Decision-Making Psychology for Infant and Children's Clothing and Branding Upgrading of Supply Chain Factories
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Xiujun Zhang
Yantai Vocational College，Yantai Shandong 264000，China
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Abstract: With consumption upgrading and the popularity of modern parenting concepts, post-90s and post-95s parents have become the core consumers of children’s clothing, with consumption demands shifting to safe, scenario-based and emotional quality consumption. The domestic children’s clothing industry faces prominent supply-demand imbalance. Long-term reliant on OEM production, small and medium-sized factories suffer from product homogenization, low-price competition, insufficient user insight and weak marketing, resulting in poor brand premium and limited profits. Based on relevant theories, this study adopts multiple research methods to explore consumers’ decision-making psychology and core influencing factors, and clarify the driving mechanism of safety perception, risk aversion, social identity and generational differences. Combined with factory production reality, an integrated upgrading system is constructed from five dimensions: product, marketing, trust, supply chain and brand. The results show that the consumption decisions of new-generation parents are mainly driven by safety demands and parenting emotions, featuring high prudence, word-of-mouth dependence and efficiency pursuit. Only by focusing on users’ psychological needs and promoting all-round upgrading, can OEM factories get rid of low-price competition and realize the transformation from traditional foundry manufacturing to brand intelligent manufacturing. This study refines the application of consumer psychology in the maternal and infant industry, and provides theoretical and practical reference for the brand transformation of light industry manufacturing enterprises.
Keywords : Infant and Children's Clothing；Consumption Decision Psychology；User Insight；Supply Chain Upgrading；Brand Transformation
参考文献
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[2] 张宇.中小服装代工企业市场化转型路径探析[J].产业创新研究,2023(10):89-91.
[3] 刘佳.数字化背景下服装供应链柔性升级研究[J].物流科技,2021,44(07):123-126. |
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