|本期目录/Table of Contents|

[1]司晓甜,郭建南,朱伟明. 基于马斯洛需求层次理论的服饰时尚跨界合作研究——以品牌H&M与VERSACE跨界合作为例[J].浙江理工大学学报,2013,30(02):156-160.
　SI Xiao tian,GUO Jian nan,ZHU Wei ming. Research on CrossBorder Cooperation of Clothes and Fashion Basedon Maslows Theory of Hierarchy of Needs: Taking CrossBorderCooperation of H&M and VERSACE for Example[J].Journal of Zhejiang Sci-Tech University,2013,30(02):156-160.
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 基于马斯洛需求层次理论的服饰时尚跨界合作研究——以品牌H&M与VERSACE跨界合作为例()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第30卷
期数:
2013年02期
页码:
156-160
栏目:
出版日期:
2013-03-01

文章信息/Info

Title:
 Research on CrossBorder Cooperation of Clothes and Fashion Basedon Maslows Theory of Hierarchy of Needs: Taking CrossBorderCooperation of H&M and VERSACE for Example
文章编号:
16733851 (2013) 02028805
作者:
 司晓甜;  郭建南;  朱伟明
 浙江理工大学服装学院, 杭州 310018
Author(s):
 SI Xiaotian;  GUO Jiannan;  ZHU Weiming
 School of Fashion, Zhejiang SciTech University, Hangzhou 310018, China
关键词:
 ; 马斯洛需求层次理论;  跨界合作;  H&; M;  购买动机
分类号:
TS941.1
文献标志码:
A
摘要:
    2011年秋季，瑞典的快速时尚品牌H&M与意大利顶级奢侈品牌范思哲(VERSACE)进行跨界合作设计的一系列产品，为什么产品一经上市就被消费者抢购一空，这引起作者的思考。问卷研究以瑞典的快速时尚品牌H&M为测试品牌，以光顾和购买H&M产品的年轻目标群体为调查对象。调查分析H&M与奢侈品牌VERSACE跨界合作前后对消费者购买动机差异的影响。结果显示：基于马斯洛需求层次理论，跨界合作后提升消费者需求最显著的为尊重需求和自我实现需求。跨界合作策略可以快速吸引潜在的消费群体，产生新的目标市场，提高企业的销售业绩。

参考文献/References:

 ［1］Hye Young Kim, Ji Soo Ha. Korean fashion crossovers［J］. International Journal of Fashion Design, 2010, 3(1): 3341.
［2］ Kong Yuan. Research on university studentsconsumptive behavior of casual wear in Hangzhou［D］. Hangzhou: Zhejiang SicTech University, 2006.
［3］ Tsai Shupei. Impact of personal orientation on luxury: brand purchase value［J］. International Journal of Market Research, 2005(4): 177206.
［4］ Vigneron F, Johnson L W. Measuring perceptions of brand luxury［J］. Brand Management, 2004, 11(6): 484506.
［5］ Belk, Russell W, Gregory S Coon. Gift giving as agapic love: an alternative to the exchange paradigm based on dating experiences［J］. Journal of Consumer Research, 1993, 20(12): 393417.
［6］ 伯建新. 跨界营销的应用及原则［J］. 中国牧业通讯, 2008(19): 4243.

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备注/Memo

备注/Memo:
 收稿日期： 2012-11-06
作者简介： 司晓甜(1989-)，女，山东聊城人，硕士研究生，主要从事服装设计和市场研究。
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