本科毕业设计（商务实践报告类）中文题目：重庆地区女大学生对洛丽塔服装消费情况的调查报告夕卜文题目: A Report of Chongqing College Girls，Consumption of Lolita Garment重庆地区女大学生对洛丽塔服装消费情况的消费情况摘要：文化的交流和潮流的发展促使许多商家开始创立自己的洛丽塔品牌，吸引越来越多的女孩购买洛丽塔服装。
为了帮助以往的旧品牌和未来的新品牌更快地发展, 满足消费者需求，本项目通过网上问卷调查和单独访谈的方式，研究了重庆地区女大学生进对洛丽塔服装的消费需求和偏好，提出了一些具体的建议。
本次调查共回收有效问卷322份，访谈学生6人。
该调查得岀了4个主要结论：1•商家要降低顾客成本，包括金钱，时间和体力成本。
2. 商家应该给顾客提供最大的购物和使用便利。
3. 了解和研究顾客，根据顾客的需求和偏好提供商品。
4. 创立竞争优势需要不断与顾客交流。
关键词：洛丽塔服装；女大学生；品牌；建议A Report of Chongqing College Girls1 Consumption of LolitaGarmentAbstractMany merchants begin to establish their own Lolita brands and a lot of girls gravitate towards buying Lolita Gaiment under the influence of the communication of culture and the development of fashion・ To help the old brands and the new brands quickly develop and satisfy consumer^ needs, my program has played a target on the group of Chongqing college girls to probe into their consumption needs and preferences by online questionnaire survey and single interviews and has given some specific suggestions. This investigation received 322 responses and interviewed 6 persons・The survey has gained four major conclusions.First, merchants should reduce customers' costs, including money cost, time cost and energy cost・Second, merchants should provide customers with biggest convenience of shopping and using・Third, merchants should learn about and investigate customer and provide wares according to their needs and demands・Four, to establish the competitive advantage, merchants should communicate with customers constantly.Key words：Lolita garment; college girls: brand; recommendationAcknowledgementsFirst and foremost, I would like to express my profound gratitude to my supervisor, Professor Zhu Qiiig without whom I couldn't finish my project so smoothly. Her patient guidance and warm encouragement have assisted me a lot during every significant stage of project. She has been completely respected my own ideas while also giving me beneficial recommendations to make sure that I won't digress from my topic, am able to satisfy the demands of my school and could finish the project successfully.Meanwhile I am very grateful for random strangers who have spent their time on filling in the online questionnaire and accepted the face-to-face interview.Fm also indebted to my fiiends who patiently help me to send out and repost the online questionnaire, othenvise Fm unable to approach to so much useful information・Finally many thanks to my family who stand behind me and support me firmly, by giving me some advice on how to communicate with strangers effectively to get information I need・Thank you all!Contents独创性声明及授权书 (i)中文摘要 (i)Abstract (ii)Acknowledgements (iii)1 ・ Introduction (1)1.1Background (1)1.2Objectives (1)1.3Significance (2)1 ・4 Structure (2)2.Research Design (2)2.1The Overall Definition and Sampling (2)2.2Approach (3)2.3Survey Procedure (3)2.4Questionnaire Design (3)3.Results and Findings (4)3.1Price Range (4)3.2Purchase Approaches (7)3.3Customer Consumption Preferences (10)3.4Special Communication and Services (13)4.Discussion and Interpretation of Results (14)4」Cost (14)4.2Purchase Approaches (15)4.3Customer Purchase Preferences (16)4.4Special Communication and Services (16)5.Recommendations (17)5.1Cost: Pricing (17)5.2Convenience: Providing All-dimensional Convenience for Customers (18)5.3Customer: Attaching Importance to Customer Needs (19)5.4Communication: Actively and Effectively Interacting with Customers (20)6.Limitations (21)Appendix A The Questionnaire (22)A Report of Chongqing College Girls*Consumption of Lolita Garment1.Introduction1.1BackgroundRecently getting dressed in Lolita garment for entertainment and other occasions is prevalent among young girls under the communication of culture and the development of fashion. Lolita garment is a kind of clothes based on three types, which are usually named as gothic type, sweet type and classic type. Based on lace, binding tapes or bowknots, it is designed to definite a topic expressed by the patterns on the dress, which represents people the designers9 emotions and feelings of design ・ Lolita was inspired from European court and developed by Japan. Comparing with other garment, Lolita garment could be a little unusual and inconvenient for people to dress up. but it provides a new kind of dressing idea for more girls to express themselves. Since the Lolita garment has been germinated by Japan, many Chinese girls began to buy Japan Lolita brand through purchasing agents・Under such circumstance, many merchants have caught the potential business opportunities with their acumen and begin to establish their own Lolita brand and have the willingness to find their own market among such a lucrative business・ However, there are also some problems hindering their step to move on. By targeting on the group of Chongqing college girls, this project is going to investigate the problems and find solutions to solve them in order to help the old brands and new brands learn about consumers5 needs and extend their business・1.2ObjectivesThe project has three objectives:First, collecting iiifomiation on college gills5 consumption habits andinvestigating the needs of consumers related to Lolita garment services・Second, probing into development opportunities for Lolita garment・Third, Making recommendations for merchants to inspire them to formulate effective marketing strategies on 什lis garment market・1-3 SignificanceAs we all know, clothing, food, housing and transportation necessitate in our daily life, while clothing is a basic part of them. Nowadays, the world is becoming more and more open under the globalization and the communication of culture, which has germinated the multicultural clothing market・ A lot of people begin to break the line of mundane ideas and follow their heart to live a free and cozy life. Lolita garment is not only a kind of clothing but also a spirit to express their personalities, representing ego and freedom. Development of Lolita garment propels the process of multicultural clothing industry, contributing to a stalwart part of domestic economy.1.4StructureThis essay is divided into six parts. The first part has introduced the background of my project. In the second part, the process of research design is demonstrated in which the related survey was conducted・ Results and findings are presented in a clear order in the third part. The fourth part has discussed and interpreted the results. The fifth part gives suggestions based on the analysis of information gained above・ Last, the final part concludes the possible limitations that this project may not preclude from.2.Research Design2.1The Overall Definition and SamplingThis project has targeted on a group of Chongqing college girls to investigate their consumption preferences about Lolita garment. There are three data sources to support the project:1 ・ Online investigation of Chongqing college girlsrmation from official website3.Interviews of 6 random studentsRandom sample for collecting information was conducted during the process of investigation. In sum, 322 responses were received and 6 students were interviewed.2.2ApproachCombining the online investigation and the face-to-face interviews to collect information, I also consulted the official websites of Lolita garment to make sure that I was conducting my project in right way. I gathered some useful information about the accurate definition of Lolita garment and the prospect of Lolita garment industry by permeating through every respect of available sources.2.3Survey ProcedureOnline consumer investigation of college girls was conducted among Chongqing universities to collect information about their average month spending on buying Lolita garment, preferences about Lolita garment, attitudes toward the services of Lolita merchants and their needs and demands not yet been satisfied・Information about the problems of Lolita garment was collected mainly through the online questionnaire, which has assisted to understand what the merchants need to change and improve for a better development.The face-to-face interviews also gave a profound understanding of competitions present for Lolita merchants among the clothing industry・2.4Questionnaire DesignThe questionnaire was designed to deeply learn about the consumption habits, preferences and necessities about Lolita garment.The questionnaire consists of two kinds of questions・ The first kind is multiple choice which requests respondents to select one answer from following items. 8 of 15 questions belong to this kind・ The second type of question requires respondents to choose more than one choices, questions 6, 7, & 9, 11,12, 13, 15, 16 belong to this catalog.Four parts constitute the questionnaire・The first part gathers some basicinformation of respondents as to their monthly spending on garment, pricing situation related to Lolita garment including their selection of Lolita brands, frequency of purchasing, preferential selling price and some discount customers look forward to. It comprises Questions 1 to 6. Part 2 is entwined with purchasing approaches of customers, presented from Questions 7 to 10. Then the survey probes into consumers5 consumption habits and preferences, containing accessories of Lolita garment, favorite types and modes of Lolita garment, purchasing records of Lolita wedding dress and major concern on Lolita garment. It comprises Questions 11 to 15. The last part consists of establishing better communications and providing good services, like the approaches of learning about the updating information of Lolita garment and attitudes toward recommending bloggers・ It comprises Questions 16 to 17.3・ Results and FindingsAll the respondents and interviewees who have engaged in the questionnaire stayed objective. The results and findings are presented as follows after the collection of accurate and practical data・3.1Price RangeFigure 1 has illustrated the monthly spending on garment of college girls. We could see that nearly 20% of college girls spend less than 300 monthly, almost 30% spend 300-500 on garment every month, 42% of college girls spend 500-1000 on garment monthly and a small part, 9.35% spend more than 1000 on garment every month. From these data, we can know that college girls spend a big amount of money on garment, which represents that their buying power is great, being a powerful impetus for clothing market・Figure 1 Monthly Spending on Garment5042.06%Figure 2 gives us overall information about college girls whether having purchasing records about Lolita garment of Japan brands・ The chart shows that only 21.74% girls have ever bought Japan brands and 42.24% girls are eager to possess one but ceasing to go for it because of its too expensive price, which indicates that something inside are peculiar to Japan Lolita brands, such as design, pattern, quality and so on, alluiing many gills' buying desire・ If merchants in China could establish their own brands and make its efforts to be famous even outside China under the persistence to focus on manufacturing their own Lolita garments with good quality, moderate price and special design, they could elicit a large amount of buying power from college girls in China・Figure 2 Purchasing Records about Lolita Garment36.02%因Yes No interest at all ■ I want to buy, but thinking it too expensweFigure 3 indicates the purchasing frequency of Lolita garment by Chongqing college girls. We could obviously see that the vast majority of college girls would like to buy Lolita garment 1-2 times every month, taking up39.75% of total respondents・ And nearly 33% girls buy Lolita garment 1-2 times half of a year. Frequent purchasing of Lolita garment, 1・2times every week, takes up 6.83% and remaining 20.5% spend money on Lolita garment 1-2 times one year. This shows that there is great potential for development of Lolita garment market・Figure 3 Purchasing Frequency of Lolita Garment6.83%■ 2 times every week1・2 times every month ■ 1-2 times half of a year ■ 1-2 times one year Figure 4 represents the usual selection of price range when purchasing Lolita garment. Apparently nearly 70% choose the price range from 300 to 500, which means the common affordable price for college girls to buy the Lolita garment is less than 500. What we could gain from the following table is that 45.96% people are able to afford from 500 to 1000 and even about 10% would like to buy the dress above 1000, denoting the necessary part for manufacturing dresses designed in a position of high-level products・Figure 4 Usual Selection of Price Rangeso70.81%Figure 5 shows us four kinds of preferential policies customers want to see when buying Lolita dress・ Nearly 60% of college girls choose group-buying. More than 80% want to have discount when spending more than one specific amount, such as 500 and exemption from express fees. 57.94% of college girls want to buy Lolita dress with getting gifts. All these information has represented that customers want to cut down their purchase costs when buying Lolita dress, which means merchants should make efforts to cut down costs for customers・Figure 5 Preferential Policy Customers Want to See When Buying Lolita Dress3.2Purchase ApproachesFigure 6 indicates three major ways of purchasing Lolita garment. This question requires respondents to choose more than one selection, so we could see that 96.27% usually buy Lolita garment online and 19.25% also go to the physical stores. Buying dress through CP exhibition takes the smallest part because it is regularly held in Shanghai, which means it is very inconvenient for customers toselect their desirable goods ・ We have already known that online shopping is more and more popular nowadays, but not meaning there is no market among physical stores. Through these data, we could clearly find out that combining the online shops with the physical stores is a resourceful means of benefiting customers, extending business and quickly penetrating into the deep garment market ・Figure 7 represents several reasons of buying Lolita garment online ・ From the graph, we know that 60.75% of customers buy Lolita garment online because they can learn about the information of goods in advance ・ Nearly 85% choose online shopping because merchants will make the purchase link in advance for saving customers' time and energy. Meanwhile 77.57% think they can refei' to other customers ，comments about the goods through online shopping ・ Only 26.17% of college girls choose online shopping because of its convenience on returning and changing goods ・ From the information, we can see that college girls like to buy Lolita garment online because they are able to get great convenience online to save time and energy, which means merchants should provide more convenience for customers online.Figure 7 The Reason of Buying Lolita Garment OnlineFigure 6 Ways of purchasing Lolita Garment19.25%14.29% \Online Physical Steres ■ CP ExhibitionFigure 8 demonstrates four selections of reasons of going to physical stores.45.79% like going to physical stores because of its location in CBD. 71.96% of college girls are attracted by the whole layout of physical stores in consequence that ifs convenient for entering and going out, scanning the goods and checking the bill. 64.49% think they can consult to the professional shopping guide. 66.36% like going to physical stores in consequence that they can try on the dress and check whether ifs suitable. These figures have shown that convenience on physical stores for customers is also necessary and important.Figure 8 The Reason of Going to Physical StoresFigure 9 is about whether the service staff from Lolita business is professional.66.26% customers commit their expertise on Lolita garment and their ability to tackle with problems in time. While still 33.54% hold their opinions that servicestaff in Lolita shops actually lack insight about Lolita andthey can't solve the problems witliin a minute, which shows this could be a complementary part for some merchants to improve ・Konw a liitle about Lolita garment 3nd couldr t covle problems in time 3・3 Customer Consumption PreferencesFigure 10 is a graph representing the selections of some decorations when buying Lolita garment. Listed choices of accessories are all selected byrespondents, taking a wide range of all the choices, making us clearly know about consumers* needs and demands ・ It gives an impetus to merchants that they have access to expand their business range by selling more than one item, not only the single dress, such as the headwear, bustle, Lolita bag, Lolita shoes and Lolita sock ・ The collateral profits brought by those accessories could also be an opportunity for businessman to develop their own brands ・Be professional and able to sovle problems Figure 9 Whether the Service Staff is Professional33.54%66.46%Figure 10 Selections of Decorations When Buying Lolita GarmentFigure 11 shows us the usual selections of Lolita garment types・ Accordingto the optional question, 72.67% and 78.88% are more likely to choose OP and JSK. 21.12% girls like to buy SP and 24.22% also prefer SK. OP and JSK are the common forms of Lolita garment, usually selected by consumers, suggesting merchants classifying items related to its purchasing situation. Taking such two kinds as the common items for consumers but also manufacturing a small quantity of SP and SK may be the proper way to balance customers5 preferences.Figure 11 Usual Selections of Lolita Garment TypesOP: 72.67%JSK: 78.88%Figure 12 has illustrated the choices toward their favorite modes of Lolita garment, allowed to choose more than one option・ As we can see, three major modes of Lolita garment take up a comparative average percent with sweet style 59.01%, classic style67.7% and gothic style 31.68%. That indicates college girls won't only focus on one mode instead of changing styles timely, which could be intelligible in the consequence of volatile personalities of girls, especially in buying clothes・ That's to say it requkes merchants to keep pace with customers, learning about 什wir preferences in time is very important.Figure 12 Favorite Modes of Lolita GarmentClassic; 67.7% Figure 13 has represented the purchasing records of Lolita wedding dress. Apparently a big majority of college girls, taking up 77.02% have never bought Lolita wedding dress due to its unsuitable forms. Actually Lolita wedding dress is too magnificent to wear usually, but being fit for presenting some formal occasions ・ While 22.98% have the record of buying Lolita wedding dress because they like the splendor of it and could harness it to be ready for some sudden formal attending ・ This tells merchants that sometimes they need to learn to give up some items that are not very outstanding and popular among customers and not very lucrative.■ Yes, very splendidFigure 14 demonstrates in what aspects college girls think highly of Lolita garment, which provides more than one selections for respondents to chose. Great quality, moderate price, special design and gorgeous pattern are all appreciated at a comparath^e average percent ・ WHiafs more, special design is the top inviting one 、 Sweet: 59.01%77.02%Figure 13 Purchasing Records of Lolita Wedding DressNo, unsuitable for common dressamong these traits with 71.43%・ However, considerate service only takes up a small part with 15.53%, showing their more focus on substantive factors, like quality, price, design and pattern・ What they think highly of is what merchants should pay more attention to.Figure 14 In What Aspects Do College Girls Think highly of LolitaGarment3.4Special Communication and ServicesFigure 15 represents some approaches to learn about fresh information related to Lolita garment. From the chart, we can directly know that Microblog is the most common way for college girls to get information. Using Taobao and QQ group take up 57.14% each・ While Wechat is the last way for them to chose with 14.29%・ As we all know, Microblog is a platform for communication and sharing others with a lot kinds of information, and tliafs why a vast majority of girls would like to select it as the main means to gain messages they want. Deciding to update information on which platform or choose more than one should be considered carefiilly in case that customers wouldn't miss these information about products・Figure 15 Approaches to Learn about Fresh Lolita InformationMicrobog： 87.58%Wee hat 14.29%Figure 16 has indicated whether college girls follow bloggers about their related match of Lolita garment. With the popularity of recommending bloggers, 81.37% of a total have followed their interested bloggers to refer to their related match about Lolita clothing while 18.63% girls are more likely to match their clothing optionally instead of following others5 favor. That means recommending bloggers play an important role on advertising products and influencing customers' purchasing choices・Figure 16 Whether Following Bloggers about Their Related Match of LolitaGarment18.63%■ Yes, I will refer to their clothing match B No, I would like to match my clothing optionally4. Discussion and Interpretation of Results4.1CostFrom the analysis above, we have already known that Lolita fashion is verypopular among young girls, having tremendous influence to propel Lolita garment being more famous and known by more people, which could extend its potential market・When it comes to monthly spending on Lolita garment, we could clearly knowthat a vast majority of college girls will spend from 500 to 1000, which means that they possess buying power to some degrees and are able to afford Lolita dresses after excluding some fixed expenses・ Their purchase frequency shows that most college girls concentrate on buying Lolita dress 1-2 times every month and their preferred price range is from 300 to 500, which suggests merchants should combine customers? satisfactoiy price with th亡ir buying frequency to fonnulate pricing strategies considering customers9 costs and own necessary costs・As for the preferential policy, most college girls will choose discount when buying more than one specific amount and exemption from express fees. Merchants should fonnulate some discount plans on the two aspects in order to reduce customers' costs・4.2Purchase ApproachesIn terms of purchase approaches, the results demonstrate that an overwhelming majority of college girls prefer to buy Lolita dress online・This alludes that the common shopping way for college girls is still going ahead online and it won^t change for now. Merchants should be ready to take online selling as the main means and provide good online services for customers. However, it doesn^t mean that the physical store should be cancelled blindly. How to combine them together efficiently to provide shopping convenience for customer is the most essential factor.When it comes to the reason of buying Lolita garment online, most college girls think that merchants will make the purchase link in advance for saving their time and energy. This suggests that when operating online shops, merchants should provide more convenience on shopping to save time and energy for customers・A vast majority of college girls like to go to physical stores because the whole layout is vury clear, and ifs veiy convenience for entering and going out, scanning thegoods and checking the bill. This suggests that the design of physical stores is veryifimportant in providing convenience for customers・When formulating the distribution strategy, merchants should take customer's com-eiiience as the priority because convenience is the essential part of customer value・4.3Customer Purchase PreferencesFrom the investigation, we have clearly known customer^ preferences of Lolita dress, representing us their genuine needs and demands・ Merchants should directly face customers needs and take customer as the center to penetrate the whole market in g・Most college girls will buy one or more accessories when buying Lolita dress, which reflects the genuine needs and demands of customers and represents an extra business chance for merchants to do their business or develop their own brand comprehensively, meanwhile satisfying the needs of customers and providing complete shopping experience for them.JSK is the usual choice for customers among four types when buying Lolita dress, and Classic is the most welcomed Lolita dress mode・This suggests that more attention and stress on them can develop their business and win profits more quickly.Lolita wedding dress is not usually bought by college girls because its drawback weighs its merits, suggesting that merchants shouldn,t easily engage in selling Lolita wedding dress considering its unpractical trait・Special design is the most important factor that customers think highly of. If merchants want to attract customers to buy their goods, the first thing they need to do is that they must allure them at their fist eyes, in other words, their design of Lolita dress must be so attractive and inviting and can catch customers5 eyes at the first time.4.4Special Communication and ServicesWearing is not just one simple behavior and necessary thing in our daily life, but expressing our attitude toward our life. Whatever kinds of clothing, we could find funs from them after a delicate match. Somehow, almost people around take wearing as aregularly ordinary thing under the effect of life pressure, busy job and fiddly housework, with no more free time spending on wearing, a meaningless thing. However, dressing ourselves up delicately could help us suspend from those pressures to relax and recoup happiness and freedom, which is a spirit that Lolita garment represents・In addition, nowadays purchase is not just a simple and single consumption behavior, but also a kind of close connection between seller and buyer. Businessmen should realize that communicating with customers and conveying such spirits to customers can make customers feel comfortable and contributes to the development of business in the long run・In terms of platforms to learn about Lolita updating information, nearly 300 respondents selected Microblog as their main approach to collect information. That gives an impetus that businessmen should concentrate on Microblog for updating or informing・ Announcement for information also should be issued on other platforms simultaneously because they take a middle part of proportion that can^t be neglected.More than 80% of college girls will refer to bloggers9 recommending clothing match. Cooperating with recommending bloggers and communicating with customers is not only necessaiy but also can accelerate fans' business brand awareness・ It's vury pivotal to get support from customers and succeed・5・ RecommendationsIn this part, suggestions will be given about how Lolita clothing businesses tackle those problems encumbering its progress and find its peculiar path toward success・From the past decades, many businessmen emphasize more on customer to satisfy customers, needs and demands because nowadays customer is dominating the main market in marketing, which means being entwined with customers is the main strain to develop. Thus, the 4C theory has been harnessed to tackle problems on the foot of customers・。
