基于消费者需求，认知的“敏感度”对品牌卖场陈列设计方法研究

发布时间：2018-04-17 16:17

本文选题：消费者需求 + “敏感度”　；参考：《浙江理工大学》2015年硕士论文

【摘要】：随着服装卖场市场竞争环境越来越激烈，卖场陈列正越来越受到企业管理层的重视。良好的卖场陈列能够第一时间展示出用户需要的商品，促进消费者有效实现冲动型购买。在这种形势下，基于消费者需求“敏感度”的卖场陈列管理越来越受到国内外行业专家学者的关注。依据消费者购物心理的销售模式展开的卖场陈列师级获得了良好的营销效果，并且快速向各个领域扩展。该理论通过对商品进行有效分类，根据不同类型的消费者“敏感度”诉求与品牌本身进行架接，以最精准的方式在吸引消费者的同时，将品牌优势最大限度的展现给目标消费群，以进而达到商品快速展示，连带销售的目的。本文就是依据这样的研究背景，从消费者对于服装本身的需求出发，对服装卖场陈列问题进行了分析。以主力消费群体为具体的研究案例，详细分析了从消费者“敏感度”出发的品牌卖场陈列要求。通过本文的分析可以看出，从消费者“敏感度”出发，不仅可以更好的达到吸人眼球的陈列效果，更能将品牌的理念和主推品类以最完整的状态快速的加以诠释，能够实现把用户最需求的商品第一时间展现给顾客。但仅仅展现出来是不够的，需要通过多重营销要素和商品组合的应用，提高商品对用户的吸引力。进而形成以消费者需求对品牌的体验“敏感度”为基础，，多重营销策略有机组合的服装卖场陈列策略。通过本文研究，对现服装卖场在商品组合及陈列方面的单一性和不足进行分析，提出从消费者对品牌“敏感度”出发、有机地组合多重营销要素、优化品牌服装卖场的陈列设计对策，对促进服装销售业绩具有借鉴作用和参考价值。
[Abstract]:With the increasingly competitive environment in the clothing store market, the store display is being paid more and more attention by the enterprise management.A good store display can display the goods that the user needs in the first time, and promote the consumer to realize the impulse purchase effectively.In this situation, the display management based on the "sensitivity" of consumer demand is paid more and more attention by domestic and foreign experts and scholars.According to the sales mode of the consumer shopping psychology, the store display division level obtains the good marketing effect, and expands rapidly to the various fields.This theory effectively classifies the goods, according to the different types of consumers'"sensitivity" demands and brand itself, in the most accurate way to attract consumers at the same time,To maximize the brand advantages to the target consumer group, in order to achieve the rapid display of goods, associated with the purpose of sales.Based on this research background, this paper analyzes the display problem of clothing store from the consumer's demand for clothing itself.Taking the main consumer group as the specific research case, this paper analyzes in detail the requirements of the brand store display based on the consumer's "sensitivity".Through the analysis of this paper, we can see that starting from the consumer's "sensitivity", not only can the display effect of attracting people's eyeball be better achieved, but also the brand concept and the main push category can be interpreted quickly in the most complete state.Can achieve the customer's most needed goods the first time to show to the customer.However, it is not enough to show it. It is necessary to improve the attractiveness of products to users through the application of multiple marketing elements and commodity combinations.Then, the display strategy of clothing store is formed based on the experience sensitivity of consumer demand to brand and the organic combination of multiple marketing strategies.Through the research of this paper, the author analyzes the singularity and deficiency of the present clothing store in the aspect of commodity combination and display, and puts forward that, starting from the consumer's "sensitivity" to the brand, it organically combines the multiple marketing elements.To optimize the display design of the brand clothing store has the reference function and the reference value to promote the clothing sale achievement.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J525.2

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