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《服裝終端陳列與消費(fèi)行為關(guān)系研究服裝專業(yè)與市場(chǎng)營銷專業(yè)畢業(yè)設(shè)計(jì)畢業(yè)論文》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、服裝終端陳列與消費(fèi)行為關(guān)系研究摘要隨著服裝市場(chǎng)競(jìng)爭的日趨激烈，越來越多的服裝企業(yè)開始意識(shí)到以消費(fèi)者為導(dǎo)向的市場(chǎng)競(jìng)爭策略的重要性。本論文結(jié)合服裝行業(yè)的特點(diǎn)，基于消費(fèi)者行為對(duì)服裝終端陳列因素和消費(fèi)者行為之間的關(guān)系進(jìn)行了實(shí)證研究。并通過市場(chǎng)調(diào)查，得出對(duì)服裝企業(yè)具有戰(zhàn)略意義的核心要素體系。通過實(shí)證研究，本論文得到了服裝終端陳列的核心要素體系，該結(jié)構(gòu)中影響消費(fèi)行為的7個(gè)主因子分別是陳列方法、陳列技巧、裝飾裝潢、形象氛圍、品牌標(biāo)識(shí)、銷售輔助和視覺傳達(dá)；比較了不同人口統(tǒng)計(jì)屬性（性別）的消費(fèi)者關(guān)于服裝陳列對(duì)消費(fèi)行為的影響和感知上的
2、差異；通過陳列對(duì)消費(fèi)行為影響效應(yīng)與提取的因子進(jìn)行回歸分析，得出陳列對(duì)消費(fèi)行為影響效應(yīng)回歸方程，找到了陳列各因子對(duì)消費(fèi)行為影響效應(yīng)的貢獻(xiàn)權(quán)重。關(guān)鍵詞：服裝陳列陳列要素消費(fèi)行為RESEACHONTHERELATIONSHIPBETWEENFASHIONTERMINALDISPLAYANDCONSUMERBEHAVIORABSTRACTWiththefashionmarketcompetitionisbecomingincreasinglyfierce,moreandmoregarmententerprisesarebe
3、ginningtorealizetheconsumer-orientedstrategyfortheimportanceofmarketcompetition.Inthisthesis,consideringthecharacteristicsoffashionindustry,basedonconsumerbehavioronthefashiondisplayterminalsandconsumerbehavioroftherelationshipbetweenthefactualresearch.Through
4、marketinvestigation,Ifindoutthestrategicsignificancecoreelementssystemtogarmententerprises.Throughfactualresearch,thisthesishasgotthefashionterminaldisplaycoreelementssystemofstructure,themainsevenfactorswhicheffectedthecustomerbehaviorinthisstructurewerenamed
5、as:displaymethod,displaytechnique,decorativedecor,imageatmosphere,brandlogo,salessupportandvisualCommunication;Ihavecompareddifferentofdemographics(gender)characteristicsoftheconsumeronfashiondisplayimpactontheconsumerbehavioranddifferencesintheperceptionandan
6、alysedquantitativelythedegreeofinfluenceofthegenderofconsumerstotheirbehavior.Throughtheregressionanalysisoftheeffectsofdisplaytoconsumerbehaviorimpactandthefactorsofextraction,cometheeffectsofdisplaytoconsumerbehaviorimpactoftheregressionequation,foundvarious
7、factorsontheeffectsofdisplaytoconsumerbehaviorimpactthecontributionofweight.KEYWORDS:fashiondisplayfashionelementsdisplayconsumerbehavior北京服裝學(xué)院2005級(jí)碩士論文目錄1引言................................................................................32相關(guān)理論回顧...............
8、.........................................................52.1服裝陳列相關(guān)理論...............................................................52.1.1陳列的內(nèi)涵.....................................
