网络服装产品消费特征研究

发布时间：2018-01-31 16:49

本文关键词： 消费者行为网络购物产品策略价格策略营销策略　出处：《武汉纺织大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的迅猛发展,一方面网络服装店的数量不断攀升,另一方面全球网络购物的数量都是以成倍的数字增长,从网络上购买服装的需求也是呈多样化、差别化、个性化发展的趋势。本文以网络消费者行为研究为主要内容,借用问卷星平台发放问卷并对回收的数据进行符合研究要求的整理汇总,然后对网络消费者的群体特征、在网店购买服装的原因、服装类型、购买方式、网络商店类型进行了分析,最后根据分析结果提出了相应的STP战略(市场细分、目标市场、市场定位)的建议和产品、价格、广告促销等营销策略。本文研究的结果显示,在网络上消费的趋势日渐成熟,消费者的消费行为往往因年龄、性别、收入、风格、商品品牌等影响,网络服装店在商品的类型上发展也不均衡,加上消费者只能凭眼观和感觉来购买,试穿不方便,也摸不着实物,因此商品质量也不能完全相信,因此,在面临逐渐壮大的网络服装消费群体,怎么样更好的利用网络这一平台,实现卖家与买家的双赢,实现最有价值的商品交易。
[Abstract]:With the rapid development of electronic commerce, on the one hand, the number of online clothing stores is rising; on the other hand, the number of global online shopping is increasing exponentially, and the demand for clothing from the network is also diversified. The main content of this paper is the research of online consumer behavior, using the questionnaire star platform to distribute the questionnaire and collect the collected data to meet the requirements of the research. Then it analyzes the group characteristics of online consumers, the reasons for buying clothing in online stores, the types of clothing, the way of buying, and the types of online stores. Finally, according to the results of the analysis of the corresponding STP strategy (market segmentation, target market, market positioning) and the product, price, advertising promotion and other marketing strategies. The trend of consumption on the Internet is maturing day by day, consumer's consumption behavior often because of age, sex, income, style, commodity brand and so on, the network clothing store in the commodity type development is also not balanced. Plus consumers can only buy by eye view and feeling, it is not convenient to try on, also can not touch the physical object, so the quality of goods can not be fully believed, therefore, in the face of growing online clothing consumer groups. How to make better use of the network platform, to achieve the seller and buyer win-win, to achieve the most valuable commodity transactions.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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