摘要：伴随着时代的变迁，经济的迅猛发展，市场上不可避免地出现愈来愈多的产品同质化现象，消费者在面对众多相似产品时逐渐将购买产品的依据设定为该产品的品牌。企业间的竞争也已经发展为产品品牌的竞争，由此品牌忠诚度在市场营销中的重要地位日渐凸显。

　　　当代大学生大多处于18至25周岁之间，拥有巨大的消费能力，他们的品牌意识、个性意识在激烈的市场竞争中逐渐加强，拥有的可支配资金呈明显上升趋势，因而这类消费群体正逐渐引导着中国服装消费市场。无锡，地处经济发达的长三角地区，不仅拥有广大的消费人群，同时兼具广大的消费市场，研究该地大学生消费者服装品牌忠诚度的影响因素在企业营销策略方面无疑具有重要的现实指导意义。 

　　　本论文以XX大学的学生为样本，主要运用问卷调查的方法，再结合对少数人群的访谈式交流为依据，采用SPSS软件来分析影响大学生消费者对服装品牌忠诚度的几点主要因素，运用数学图表形式来展示各因素间的关系，再针对分析所得的结论结合当代服装企业现象提出品牌忠诚营销手段的相关建议。

关键词：品牌忠诚度；大学生；服装企业；影响因素

ABSTRACT：With the changing times, the rapid development of the economy, the market inevitably increasing number of product homogeneity, consumers in the face of a number of smilar products will gradually buy the basis set for the brand. Competition among enterprises has also been the development of competition in the product brand, which brand loyalty in marketing increasingly prominent.

　　　Most of the contempopary college students between 18 to 25 years of age, has a huge spending power, their brand awareness, sense of individuality in the fierce market competition, the gradual strengthening of the available funds in the possession of a clear upward trend, so this kind of consumer groups are gradually guide the apparel consumer market in China. Wuxi, located in the economically developed Yangte River Delta region, not only has the majority of consumer groups, while both the majority of the consumer market, the college students consumer apparel brand loyalty influencing factors undoubtedly has important practical guidance in corporate marketing strategy significance.

　　　In this thesis, students in Jiangnan University, Wuxi, as a sample, through the main use of the method of the survey, combined with interviews with AC minorities based on using SPSS software to analyze the impact of students consumers clothing brand loyalty factors, the form of mathematical chart to show the relationship between the various factors, combined with the phenomenon of contempopary garment enterprises the relevant recommendations of brand loyalty marketing tool for the analysis concluded.

Keywords: brand loyalty degree; college students; garment enterprises; influencing factors