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《服裝終端陳列與消費行為關(guān)系研究 服裝專業(yè)與市場營銷專業(yè)畢業(yè)設(shè)計 畢業(yè)論》由會員上傳分享，免費在線閱讀，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行為關(guān)系研究摘要隨著服裝市場競爭的日趨激烈，越來越多的服裝企業(yè)開始意識到以消費者為導(dǎo)向的市場競爭策略的重要性。本論文結(jié)合服裝行業(yè)的特點，基于消費者行為對服裝終端陳列因素和消費者行為之間的關(guān)系進(jìn)行了實證研究。并通過市場調(diào)查，得出對服裝企業(yè)具有戰(zhàn)略意義的核心要素體系。通過實證研究，本論文得到了服裝終端陳列的核心要素體系，該結(jié)構(gòu)中影響消費行為的7個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、銷售輔助和視覺傳達(dá)；比較了不同人口統(tǒng)計屬性（性別）的消費者關(guān)于服裝陳列對消費行為的影響和感知上的差異；通過陳列對消費行為影響效應(yīng)與提取的因子進(jìn)行回歸分析，得出陳列對消費行為影響
2、效應(yīng)回歸方程，找到了陳列各因子對消費行為影響效應(yīng)的貢獻(xiàn)權(quán)重。關(guān)鍵詞：服裝陳列陳列要素消費行為RESEACHONTHERELATIONSHIPBETWEENFASHIONTERMINALDISPLAYANDCONSUMERBEHAVIORABSTRACTWiththefashionmarketcompetitionisbecomingincreasinglyfierce,moreandmoregarmententerprisesarebeginningtorealizetheconsumer-orientedstrategyfortheimportanceofmarketcompetition.
3、Inthisthesis,consideringthecharacteristicsoffashionindustry,basedonconsumerbehavioronthefashiondisplayterminalsandconsumerbehavioroftherelationshipbetweenthefactualresearch.Throughmarketinvestigation,Ifindoutthestrategicsignificancecoreelementssystemtogarmententerprises.Throughfactualresearch,thisth
4、esishasgotthefashionterminaldisplaycoreelementssystemofstructure,themainsevenfactorswhicheffectedthecustomerbehaviorinthisstructurewerenamedas:displaymethod,displaytechnique,decorativedecor,imageatmosphere,brandlogo,salessupportandvisualCommunication;Ihavecompareddifferentofdemographics(gender)chara
5、cteristicsoftheconsumeronfashiondisplayimpactontheconsumerbehavioranddifferencesintheperceptionandanalysedquantitativelythedegreeofinfluenceofthegenderofconsumerstotheirbehavior.Throughtheregressionanalysisoftheeffectsofdisplaytoconsumerbehaviorimpactandthefactorsofextraction,cometheeffectsofdisplay
6、toconsumerbehaviorimpactoftheregressionequation,foundvariousfactorsontheeffectsofdisplaytoconsumerbehaviorimpactthecontributionofweight.KEYWORDS:fashiondisplayfashionelementsdisplayconsumerbehavior北京服裝學(xué)院2005級碩士論文目錄1引言................................................................................32相
7、關(guān)理論回顧........................................................................52.1服裝陳列相關(guān)理論...............................................................52.1.1陳列的內(nèi)涵.....................................
