市场营销领域的时尚研究缘起、内容及展望

当前,赋予产品时尚特性已经成为营销实务界人士的主要工作,但营销领域对时尚的研究却并没有得到广泛的关注。文章通过对时尚研究文献进行梳理发现,对时尚的研究经历了一个从静态到动态、从单一学科分析到多学科结合研究、从简单定性研究到定性与定量分析相结合的过程,这显示了时尚研究的不断丰富,也为时尚理论研究及企业营销实践提供了重要的依据和方向。但纵观国内外营销领域有关时尚的研究,仍然存在很多有待进一步研究和探讨的地方。未来对时尚的研究应主要包括以下几个方面:一是时尚的维度问题,二是有关时尚价值的进一步研究,三是对时尚研究对象的扩展。这些问题的解决具有重要实践意义。

The Literature Review, Contents and Outlook of Research on Fashion in the Marketing Field

Though attaching fashion features to products has become one of the important tasks of marketing professionals,research on fashion in the marketing field has not yet attracted broad attention.Through the literature review on fashion,it is discovered that research on fashion has experienced the process from being static to dynamic and from qualitative research to the combination of qualitative and quantitative research which demonstrated that research on fashion is increasingly enriched and provide the important basis for the theoretical research and marketing practices.But when we make a general survey of research on fashion in the marketing field,there are still some issues demanding further research and exploration.The future research on fashion should include such aspects as fashion dimension,fashion value and the expansion of research object.Solving these problems will have great practical significance.