服装品牌终端店铺导购销售行为研究

发布时间：2018-03-14 22:29

本文选题：服装品牌　切入点：终端店铺　出处：《东华大学》2009年硕士论文　论文类型：学位论文

【摘要】：21世纪是“终端为王”的时代,导购对服装企业销售业绩的影响日趋显著。规范导购销售行为已成为服装公司销售业绩提升的核心课题。本文选取百货公司为载体,以上海市少淑装品牌店员为对象,开展服装品牌终端店铺导购销售行为研究。本文建立四个基本假设：假设1不同成交情况下,导购销售行为存在显著差异；假设2不同成交情况下,导购基本特质存在显著差异；假设3不同成交情况下,导购人格特质存在显著差异；假设4不同人格特质导购的销售行为存在显著差异。为了验证假设1,本文通过相关理论文献综述,实地观察5个品牌10名导购销售过程,研读6个品牌导购指导手册,提炼出82项研究因子,初步确立40个导购销售行为观察点,设计出导购销售行为观察记录表初稿。在完成9个品牌18名导购预调研基础上,修正并确立了基于40个行为观察点的导购销售行为观察记录表,同时,建立了符合观察法要求和导购销售过程的调研流程。通过对15个品牌142名导购正式观察,获得有效样本120例。借助SPSS13.0统计工具,采用频数分析法总结出36个导购销售行为观察点的平均水平；采用独立样本T检验提取出17个对成交有显著影响的观察点；为便于分析,采用因子分析法将上述17个观察点降维为“销售件数时间”、“导购表情”和“导购音量”3个因子；采用Binary Logistic回归、频数分析、相关分析等方法详细阐述了3个因子与成交的关系,并编制《基于观察法的少淑装品牌终端店铺导购GAIEDE六阶段销售行为与成交关系表》。为了验证假设2和假设3,本文对销售行为观察的120个有效导购样本进行基本特质调研和MBTI人格测试。借助SPSS13.0统计工具,采用频数分析总结出导购基本特质和人格类型的分布特征；采用独立样本T检验、卡方检验提取出对成交有显著影响3个基本特质因子、3个单维人格机能和2个二维气质组合；采用对应分析、Binary Logistic回归分析详细阐述了上述3个基本特质因子、3个单维人格机能和2个二维气质组合与成交的关系；最后在采用相关分析研究上述8个因素对成交影响重要程度排序的基础上,编制《少淑装品牌导购招聘量表及使用说明》。为了验证假设4,本文通过借助SPSS13.0统计工具对上述120个有效导购样本的人格特质与销售行为进行交互分析,采用独立样本T检验和频数分析总结出不同人格特质导购的销售行为特点,并编制《不同人格特质导购销售行为特征表》。
[Abstract]:In 21th century, the era of "terminal is king", the influence of purchasing guide on the sales performance of garment enterprises is becoming more and more obvious, and standardizing the behavior of guiding purchase and selling has become the core subject of improving the sales performance of clothing companies. This article selects the department store as the carrier, takes the Shanghai Shaoshu brand shop assistant as the object, carries on the clothing brand terminal store to purchase the sale behavior research. In this paper, four basic hypotheses are established: hypothesis 1, different transaction cases, significant differences in guide sales behavior; hypothesis 2, significant differences in basic characteristics of guide purchase under different transaction cases; assumption 3, different transaction conditions, There are significant differences in the personality traits of purchase guide and in the sales behavior of different personality traits. In order to verify hypothesis 1, through the review of relevant theoretical literature, this paper observed 10 sales guides of 5 brands, studied 6 guidebooks, abstracted 82 research factors, and preliminarily established 40 observation sites of guided sales behavior. The first draft of the watch record list of sales behavior is designed. On the basis of completing the pre-survey of 18 people of 9 brands, the observation and record form of guided purchase sales behavior based on 40 observation points of behavior is revised and established, and at the same time, An investigation process was established to meet the requirements of the observation method and the process of purchasing and selling. Through the formal observation of 142 purchase guides of 15 brands, 120 effective samples were obtained. With the help of SPSS13.0 statistical tools, The average level of 36 observation points of sales behavior was summed up by means of frequency analysis, and 17 observational points with significant influence on transaction were extracted by independent sample T test. The above 17 observation points were reduced to three factors by factor analysis, such as "time of sale", "face of purchase guide" and "volume of purchase guide", and the relationship between the three factors and the transaction was explained in detail by means of Binary Logistic regression, frequency analysis and correlation analysis, etc. And the six-stage sales behavior and transaction relation table of GAIEDE in the terminal store of Shaoshu brand based on observation method were compiled. In order to verify hypothesis 2 and hypothesis 3, the basic trait survey and MBTI personality test were performed on 120 effective purchase guide samples observed by sales behavior. The distribution characteristics of basic traits and personality types of purchase guide were summarized by frequency analysis, and three basic trait factors, three one-dimensional personality functions and two two-dimensional temperament combinations were extracted by independent sample T test and chi-square test. The relationship between the above three basic trait factors, three one-dimensional personality functions and two two-dimensional temperament combinations was described in detail by binary Logistic regression analysis. Finally, on the basis of analyzing the importance of the above eight factors on the order of importance of the transaction, the author compiled the "Shaoshu brand guide recruitment scale and its usage instructions". In order to verify hypothesis 4, the personality traits and sales behavior of the 120 effective purchase guide samples mentioned above were interactively analyzed by means of the SPSS13.0 statistical tool. The independent sample T test and frequency analysis were used to summarize the characteristics of sales behavior of different personality traits, and to compile the table of marketing behavior characteristics of different personality traits.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86

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