本文主要研究中青年女性皮衣消费行为特征。通过问卷调查,以海宁皮革城消费者为目标对象,从购买动机和行为、信息获取渠道、购买途径、购买时关注的因素和品牌认知度等方面进行数据分析和研究,并根据调研结果对女装皮衣的品牌推广和产品设计提出可行性建议。 This paper mainly studies the young and middle-aged women’s leather consumer behavior characteristics. Through the questionnaire survey, the data of Haining Leather City consumers are analyzed and researched from the aspects of purchase motivation and behavior, information acquisition channels, purchase ways, factors of concern during purchase and brand recognition, and according to the research results Women’s leather brand promotion and product design put forward feasible suggestions.