摘要:中国的在校大学生约有2000多万人，而且大都是90后，他们无论在思维和语言还有行动方式上都存在一些差异。且当代大学生的消费行为影响着未来的消费趋势，抓住消费者行为是企业发展的根本。本文首先介绍了论文选题的背景、意义及国内外研究现状，然后根据对重庆科技学院的200名大学生通过调查问卷的形式来了解当代大学生服饰的消费现状分析其消费行为，并找出造成这样的消费形式的原因及影响因素，通过市场营销的理论分析出服饰市场的发展趋势，得出结论为大学生的服装消费行为提供相应的建议以及建议服装生产销售厂家应根据大学生的实际情况来制定生产规模和营销策略。

关键词：大学生 服饰 消费行为 

Abstract:China's college students, about 2000, ten thousand people, and mostly after 90, they both in the mode of thinking and language and action has some differences. And contemporary college students consumption behavior affects the consumption trend of the future, grasp of consumer behavior is the fundamental enterprise development. This article first introduced the paper selected topic background, significance and research status at home and abroad, and then according to the chongqing institute of technology 200 college students by questionnaire to understand contemporary college students in the form of clothing consumption status quo analysis of the consumption behavior, and find out the cause of such forms of consumption and its influence factors, through the market marketing theory to analyze the development trend of the apparel market, come to the conclusion for the clothing consumption behavior of college students to provide corresponding advice and Suggestions clothing production and sales of manufacturers should be based on the actual situation of college students to develop the scale of production and marketing strategies.

Keywords: college students;clothing;onsumer behavior

　本文作者将通过对重XX学院在校大学生采取实地问卷以及网上调查等方式，进一步了解大学生的服装消费行为以及服装消费心理特征。只有通过调查，才能清楚地了解大学生服装消费行为以及新的消费观念、了解当代大学生的总体消费水平、了解大学生对追求时尚和品牌的程度、了解大学生的服装消费水平。并根据此次调查，为大学生的服装消费行为提供相应的建议并通过市场营销的理论来分析和解决问题，更好的促进高教园区周边服饰店的健康发展。