中年女性消费行为下的服装陈列研究
发布时间：2018-11-13 15:48
【摘要】：目前,我国中高档中年女装的发展前景广阔,市场的需求量也较大,国内外许多高端服装企业都看好它。针对中年女性的消费行为,对服装陈列进行研究迫在眉睫。在该经济活动中,服装陈列可以有效传递服装信息、宣传服装特色、促进服装销售,帮助中高档中年女装服装企业树立企业形象和品牌形象,对中年女装的营销也具有重要指导意义。本文通过对中年女性消费行为进行研究、解读,在研究方法上通过查阅大量的相关的参考书籍,从网络上收集最新的关于服装陈列的资讯,并多次到本地的多家大型服装卖场、本地知名的服装街进行实地考察,并列举了大量的相关实例图片进行论证：中年女性作为一个特殊的消费群体,在日常消费活动中占据了很大的比例,尤其在服装的消费上。在服装消费的过程中,她们得到了物质上的满足,还会更进一步的寻求精神上的满足。鉴于此种情况,研究中年女装的服装陈列,需要配合相应的心理学知识,才能更符合中年女性的要求。本论文研究的中年女性消费行为下的服装陈列,主要是针对大型的服装卖场的服装陈列的研究,主要研究了服装陈列在服装卖场中展示区的规划,演示区的设计,陈列区的摆放规则,以及活动区的创建等几个方面的发展和应用,以及应用在橱窗展示设计中的相关问题。合适的服装陈列,能引起中年女性消费者的共鸣,最终完成促销任务。在这些功能不同的区域里,由于陈列方式也不相同,配色也不同,都会使人们产生不同的心理感觉。本论文研究探讨了中年女性的消费心理,并在该心理的指导下进行中年女性的服装陈列,只有这样才能更加符合中年女性朋友的消费需求,才能更好地完成促销的目的。本论文通过研究女性的消费行为延伸到研究中年女性的消费行为,找出了它们与服装陈列的互相作用的关系,讨论了在中年女性消费行为下如何来进行服装陈列。结合我国服装陈列的发展现状、策略,服装陈列设计的作用及相关因素,阐述了服装陈列设计过程中一些可操作的方法和方案。本论文从研究中年女性的消费心理的角度出发,根据中年女性的消费心理特点和行为,总结出了影响中年女性购买服装行为产生重要影响的陈列终端的要素,进一步分析中年女装陈列的原则及应用等一系列问题,可以为中年女性服装品牌企业增强企业竞争力,构建高效的品牌资产带来一些帮助,并对中年女装的推广与营销起到指导与促进作用。
[Abstract]:At present, the development prospect of middle and high-grade middle-aged women's wear in our country is broad, the market demand is also big, many domestic and foreign high-end clothing enterprises are optimistic about it. According to the consumption behavior of middle-aged women, it is urgent to study the clothing display. In this economic activity, clothing display can effectively transmit clothing information, publicize clothing characteristics, promote clothing sales, and help middle-grade and high-grade women's clothing enterprises to set up enterprise image and brand image. The marketing of middle-aged women's wear also has an important guiding significance. In this paper, the consumption behavior of middle-aged women is studied and interpreted. By consulting a large number of relevant reference books, the author collects the latest information on clothing display from the Internet and goes to many large clothing stores in the local area many times. Local well-known clothing street field investigation, and cited a large number of relevant examples to demonstrate: as a special consumer group, middle-aged women in the daily consumption activities occupied a large proportion, especially in the consumption of clothing. In the process of clothing consumption, they get material satisfaction, and will further seek spiritual satisfaction. In view of this situation, it is necessary to cooperate with the corresponding psychological knowledge to study the clothing display of middle-aged women in order to meet the requirements of middle-aged women. In this paper, the clothing display under the consumption behavior of middle-aged women is mainly aimed at the clothing display of the large-scale clothing store. It mainly studies the planning of the display area and the design of the demonstration area of the clothing display in the clothing store. The development and application of the rules of display area, the creation of activity area, and the problems related to the application in window display design. Appropriate clothing display, can arouse the resonance of middle-aged female consumers, and finally complete the promotion task. In these functional areas, different display patterns and color matching will make people have different psychological feelings. This paper discusses the consumption psychology of middle-aged women, and under the guidance of the psychology, displays the clothing of middle-aged women. Only in this way, can the consumption needs of middle-aged women friends be met more, and the purpose of sales promotion can be better accomplished. In this paper, the consumption behavior of women is extended to the consumption behavior of middle-aged women, the interaction between them and clothing display is found out, and how to display clothing under the consumption behavior of middle-aged women is discussed. Combined with the present situation, strategy, function and related factors of clothing display design in China, this paper expounds some operable methods and schemes in the process of clothing display design. From the point of view of studying the consumption psychology of middle-aged women and according to the characteristics and behaviors of consumption psychology of middle-aged women, this paper summarizes the elements of display terminals which have an important impact on the behavior of middle-aged women to buy clothes. Further analysis of the principles and application of middle-aged women's clothing display can help middle-aged women's clothing brand enterprises to enhance their competitiveness and build efficient brand assets. And the promotion and marketing of middle-aged women's clothing play a role in guidance and promotion.
【学位授予单位】：齐鲁工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
本文编号：2329597
[Abstract]:At present, the development prospect of middle and high-grade middle-aged women's wear in our country is broad, the market demand is also big, many domestic and foreign high-end clothing enterprises are optimistic about it. According to the consumption behavior of middle-aged women, it is urgent to study the clothing display. In this economic activity, clothing display can effectively transmit clothing information, publicize clothing characteristics, promote clothing sales, and help middle-grade and high-grade women's clothing enterprises to set up enterprise image and brand image. The marketing of middle-aged women's wear also has an important guiding significance. In this paper, the consumption behavior of middle-aged women is studied and interpreted. By consulting a large number of relevant reference books, the author collects the latest information on clothing display from the Internet and goes to many large clothing stores in the local area many times. Local well-known clothing street field investigation, and cited a large number of relevant examples to demonstrate: as a special consumer group, middle-aged women in the daily consumption activities occupied a large proportion, especially in the consumption of clothing. In the process of clothing consumption, they get material satisfaction, and will further seek spiritual satisfaction. In view of this situation, it is necessary to cooperate with the corresponding psychological knowledge to study the clothing display of middle-aged women in order to meet the requirements of middle-aged women. In this paper, the clothing display under the consumption behavior of middle-aged women is mainly aimed at the clothing display of the large-scale clothing store. It mainly studies the planning of the display area and the design of the demonstration area of the clothing display in the clothing store. The development and application of the rules of display area, the creation of activity area, and the problems related to the application in window display design. Appropriate clothing display, can arouse the resonance of middle-aged female consumers, and finally complete the promotion task. In these functional areas, different display patterns and color matching will make people have different psychological feelings. This paper discusses the consumption psychology of middle-aged women, and under the guidance of the psychology, displays the clothing of middle-aged women. Only in this way, can the consumption needs of middle-aged women friends be met more, and the purpose of sales promotion can be better accomplished. In this paper, the consumption behavior of women is extended to the consumption behavior of middle-aged women, the interaction between them and clothing display is found out, and how to display clothing under the consumption behavior of middle-aged women is discussed. Combined with the present situation, strategy, function and related factors of clothing display design in China, this paper expounds some operable methods and schemes in the process of clothing display design. From the point of view of studying the consumption psychology of middle-aged women and according to the characteristics and behaviors of consumption psychology of middle-aged women, this paper summarizes the elements of display terminals which have an important impact on the behavior of middle-aged women to buy clothes. Further analysis of the principles and application of middle-aged women's clothing display can help middle-aged women's clothing brand enterprises to enhance their competitiveness and build efficient brand assets. And the promotion and marketing of middle-aged women's clothing play a role in guidance and promotion.
【学位授予单位】：齐鲁工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
【参考文献】
相关硕士学位论文 前1条
1 秦建国;S公司跨文化管理现状与对策探析[D];上海交通大学;2008年
，本文编号：2329597
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