市场调查报告总结（DOC23页）

1关于当代女大学生色彩主打价值调查报告报告人：朱山报告时间：2012.122如今随着科技发展社会进步，人们的思想观念也发生了巨大的变化。这种变化在当代年轻身上体现的尤为明显，２０１２年冬季我们仅针对南开大学滨海学院年龄分布18~23岁的青年女性／男性分年级展开一系列关于色彩偏好的调查，以观察其服饰色彩的形式得出了较为明显的结论。为得出准确的结论，我们做了详细的策划，策划书结构如下：查找文献分析访问专家解剖案例分析被调查者心理分析列表分析得出结论目录：一．查找文献分析二．访问专家三．解剖案例分析四．被调查者心理分析五．多方面调查六．针对性调查七．列表分析八．得出结论3一．查找文献分析与解剖案例分析参考文献《国内外色彩调研发展现状概述》——何苗注：仅参考国内青年部分通过穿着对当代年轻女性的色彩喜好做一个宏观初步了解来源：ELLE·中国2012年巴黎秀场【欧美】品牌：Again·bKirchhoffELLE·中国中国地区街拍【混搭】【古着】大陆潮流设计品牌卡塔沙2012秋冬款广告【大儿童】2012盛夏的色彩让街头变得更有朝气，国内潮人集体出动，给我们带来了一场精彩纷呈的街拍文化。荧光色系、冰激凌色与撞色的色彩游戏惹人喜爱。古着风经典黑白灰，质朴寡言的浊色橘、大地色、墨绿色仍旧占据上风。北京街头的颜色随着温度的走高也日益丰富了起来。最张扬的是把各种跳跃的色彩放肆地穿上身，绝对占据视觉焦点，走在街头回头率超高；色彩上的“中庸”一派。如今女大学生的衣着总是站在潮流的前端，无论是甜美可爱还是经典古着，都有着强烈的色彩风格，通过流行网站和达人的衣着可以反映出青年女性对于色彩的价值。二．访问专家与被调查者心理分析参考文献《女性的消费心理》——辽宁工业大学姜笑军化妆品的包装设计，应充分利用色彩联想规律。充分满足女性爱美心、优越感、虚荣心，突出她们的个性与价值。美的产品能对她们形成强烈的刺激，使她们产生兴奋，影响其购物情绪，产生购买欲望。女性认识细腻，自我意识强，攀比炫耀心强烈。要善于运用色彩给女性美的体验，针对不同年龄群体对色彩的偏好不同，例如年轻女性化妆品以清新、活泼为主；好要根据销售阶层选择色彩。对于富有的年轻女性，产品色彩就应显得高贵、物有所值。三．多方面调查在此调查中，共总结了一下几方面：服装电子产品（手机、电脑、手表、随身听）彩妆交通工具（汽车、自行车）但在这些调查中我们最后选择服装作为深入调查点，进行了进一步详细的调查。四．针对性调查与列表分析（见附录）五．总结并得出结论通过我们对南开大学滨海学院的青年女性／男性服饰色彩的全面分析和深入了解,已经分析总结出了正确的色彩定位以及色彩流行趋势，并且与前期探索式研究结果相吻合。这必会为今后的色彩研究打下坚实的基础,相信通过这些活动,我们在以后关于流行色定位、服装色彩定位···学习探索实践中一定会取得成功,在将来的市场竞争中取得强有力的优势。4附录：观察南开滨海学生冬季衣着情况统计结果2012-11-28统计名词解释：一、汇总1、样本介绍性别10144.344.344.312755.755.7100.0228100.0100.0男女Total合计Valid有效Frequency人数Percent%ValidPercent有效%CumulativePercent累计%年级5524.134.634.65624.635.269.84821.130.2100.015969.7100.06930.3228100.0大一大二大三TotalValid有效SystemMissing系统丢失Total合计Frequency人数Percent%ValidPercent有效%CumulativePercent累计%Chi-SquareTests卡方检验.258a2.879.2602.878.1021.750159PearsonChi-SquareLikelihoodRatioLinear-by-LinearAssociationNofValidCases有效案例数量ValuedfAsymp.Sig.(2-sided)显著度（双尾）0cells(.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis11.17.a.52、基本数据—描述分析性别10144.344.344.312755.755.7100.0228100.0100.0男女TotalValidFrequencyPercentValidPercentCumulativePercent年级5524.134.634.65624.635.269.84821.130.2100.015969.7100.06930.3228100.0大一大二大三TotalValidSystemMissingTotalFrequencyPercentValidPercentCumulativePercent年级*性别Crosstabulation13425535.1%34.4%34.6%14425637.8%34.4%35.2%10384827.0%31.1%30.2%37122159100.0%100.0%100.0%Count%within性别Count%within性别Count%within性别Count%within性别大一大二大三年级Total男女性别Total彩度5122.422.422.47834.234.256.65524.124.180.73214.014.094.7125.35.3100.0228100.0100.01低2345高TotalValidFrequencyPercentValidPercentCumulativePercent6总颜色数量167.07.07.05323.223.230.36428.128.158.35624.624.682.92511.011.093.973.13.196.941.81.898.71.4.499.12.9.9100.0228100.0100.01234567910TotalValidFrequencyPercentValidPercentCumulativePercent上身主颜色2511.011.011.031.31.312.3187.97.920.22511.011.031.1125.35.336.47030.730.767.1229.69.676.82812.312.389.02.9.989.952.22.292.1114.84.896.941.81.898.72.9.999.61.4.4100.0228100.0100.01白2橙3黄4蓝5粉6黑7红8灰9卡其色10棕11绿紫色褐色金色TotalValidFrequencyPercentValidPercentCumulativePercent上身主颜色分类4519.719.719.72812.312.332.0177.57.539.513860.560.5100.0228100.0100.01软暖色2软冷色3硬暖色4硬冷色TotalValidFrequencyPercentValidPercentCumulativePercent7裤子主颜色41.81.81.81.4.42.252.22.24.49441.241.245.641.81.847.48838.638.686.02.9.986.82711.811.898.72.9.999.61.4.4100.0228100.0100.01白2橙3黄4蓝5粉6黑7红8灰10棕褐色TotalValidFrequencyPercentValidPercentCumulativePercent裤子主颜色分类104.44.44.46729.429.433.852.22.236.014664.064.0100.0228100.0100.01软暖色2软冷色3硬暖色4硬冷色TotalValidFrequencyPercentValidPercentCumulativePercent配色--1219.29.39.34821.121.130.47030.730.861.26026.326.487.72812.312.3100.022799.6100.01.4228100.01色相2345色调TotalValidSystemMissingTotalFrequencyPercentValidPercentCumulativePercent配色--24720.620.620.65423.723.744.35021.921.966.25524.124.190.4229.69.6100.0228100.0100.01统调2345突显TotalValidFrequencyPercentValidPercentCumulativePercent8彩度*性别配色--3198.39.59.54017.520.029.55524.127.557.05624.628.085.03013.215.0100.020087.7100.02812.3228100.01渐变2345间隔TotalValidSystemMissingTotalFrequencyPercentValidPercentCumulativePercent配色--42410.512.012.05524.127.539.54519.722.562.05323.226.588.52310.111.5100.020087.7100.02812.3228100.01清色2345浊色TotalValidSystemMissingTotalFrequencyPercentValidPercentCumulativePercentCrosstab27245126.7%18.9%22.4%42367841.6%28.3%34.2%17385516.8%29.9%24.1%13193212.9%15.0%14.0%210122.0%7.9%5.3%101127228100.0%100.0%100.0%Count%within性别Count%within性别Count%within性别Count%within性别Count%within性别Count%within性别1低2345高彩度Total男女性别Total9上身主颜色分类*性别裤子主颜色分类*性别Chi-SquareTests12.310a4.01512.8464.0127.9361.005228PearsonChi-SquareLikelihoodRatioLinear-by-LinearAssociationNofValidCasesValuedfAsymp.Sig.(2-sided)0cells(.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis5.32.a.Crosstab1035459.9%27.6%19.7%919288.9%15.0%12.3%512175.0%9.4%7.5%776113876.2%48.0%60.5%101127228100.0%100.0%100.0%Count%within性别Count%within性别Count%within性别Count%within性别Count%within性别1软暖色2软冷色3硬暖色4硬冷色上身主颜色分类Total男女性别TotalChi-SquareTests19.486a3.00020.2193.00017.9561.000228PearsonChi-SquareLikelihoodRatioLinear-by-LinearAssociationNofValidCasesValuedfAsymp.Sig.(2-sided)0cells(.0%)haveexpectedcountlessthan5.Theminimumexpectedcountis7.53.a.10配色--1*性别Crosstab37103.0%5.5%4.4%17506716.8%39.4%