城市女性是我国品牌消费市场的主力军。她们不仅具有相当的品牌消费品购买力,而且对品牌、“老字号”、奢侈品的内涵有正确的认知。本次调查具有理论研究和厂商应用的双重价值,女性消费者所具有的品牌消费意识、对待品牌并购等现象的世界视角,都是难能可贵的。加快中国品牌消费市场的发展,扩大国内女性消费需求,企业要加快品牌创新,政府要强化品牌监管服务。“老字号”要自强不息,女性消费者要努力履行自己的社会责任。
<<City women are a main force behind brand consumption. They have strong purchasing power and correct understanding of brand and luxury goods. The survey has both theoretical and practical values. Female consumers are aware of brands and band consumption and their worldly perspective towards brand consumption is good news for the market. Enterprises should speed up their brand making and the government should strengthen brand supervision and service in order to develop China’s brand consumption market and expand women’s consumption demand. Old-brand companies should strive to become stronger. Women consumers should make efforts to shoulder their social responsibility.
<<Keywords: | women’s brand consumptionbrand making |