基于网络服装消费者视角的隐性需求开发模式研究
发布时间：2019-04-24 00:21
【摘要】：网络市场的目的是对消费者的需求进行满足,服装行业在网络市场中竞争更为激烈。服装需求波动性和时效性很大,仅仅对服装消费者可以清晰表达的需求进行研究,通过传统的营销方式已经不能满足消费者日益变化的需求。市场的发展由消费者掌握主动权,对消费者的需求进行随时了解,通过相应的营销决策来促使消费者的隐性需求显化出来,是网络店铺发展的一个重要决定因素。本文以网络服装消费者为例,找出消费者隐性需求显性化的的影响因素,提出网络服装消费者隐性需求开发的影响因素模型,针对模型提出假设,并通过实证研究对所提出的假设进行验证。实证分析的基础上,根据数据分析结果得出结论,为网络服装销售商提供如何开发消费者隐性需求的建议,为网络服装店铺以及其他网络店铺获取向消费者服务的竞争优势提供借鉴参考。最后,指出本研究的不足以及未来将要研究的问题。
[Abstract]:The purpose of the network market is to meet the needs of consumers, and the clothing industry is more competitive in the network market. The volatility and timeliness of clothing demand is very large. Only the research on the demand which can be clearly expressed by clothing consumers can no longer meet the changing needs of consumers through the traditional marketing methods. The development of the market is an important determinant of the development of online shops, in which consumers have the initiative to understand the needs of consumers at any time, and through the corresponding marketing decisions, the implicit needs of consumers can be brought out to be apparent, which is an important determinant of the development of online shops. This article takes the network clothing consumer as an example, finds out the influence factor of the apparent demand of the consumer's recessive demand, puts forward the influence factor model of the network clothing consumer's hidden demand development, and puts forward the hypothesis according to the model. And through the empirical study of the proposed hypothesis to verify. On the basis of the empirical analysis, based on the results of the data analysis, the conclusion is drawn, which provides suggestions for online clothing sellers on how to develop the hidden needs of consumers. For online clothing stores and other online stores to obtain the competitive advantages of consumer services to provide reference. Finally, the shortcomings of this study and the problems to be studied in the future are pointed out.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86
本文编号：2463943
[Abstract]:The purpose of the network market is to meet the needs of consumers, and the clothing industry is more competitive in the network market. The volatility and timeliness of clothing demand is very large. Only the research on the demand which can be clearly expressed by clothing consumers can no longer meet the changing needs of consumers through the traditional marketing methods. The development of the market is an important determinant of the development of online shops, in which consumers have the initiative to understand the needs of consumers at any time, and through the corresponding marketing decisions, the implicit needs of consumers can be brought out to be apparent, which is an important determinant of the development of online shops. This article takes the network clothing consumer as an example, finds out the influence factor of the apparent demand of the consumer's recessive demand, puts forward the influence factor model of the network clothing consumer's hidden demand development, and puts forward the hypothesis according to the model. And through the empirical study of the proposed hypothesis to verify. On the basis of the empirical analysis, based on the results of the data analysis, the conclusion is drawn, which provides suggestions for online clothing sellers on how to develop the hidden needs of consumers. For online clothing stores and other online stores to obtain the competitive advantages of consumer services to provide reference. Finally, the shortcomings of this study and the problems to be studied in the future are pointed out.
【学位授予单位】：辽宁工程技术大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86
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