珠宝首饰购买行为研究

发布时间：2018-01-12 00:00

本文关键词：珠宝首饰购买行为研究　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：近年来我国经济发展平稳快速,国民生产总值稳步增长,国民收入水平稳步提高,居民消费能力逐步增强。我国的珠宝首饰消费也掀起了一波又一波的消费高峰。但是由于销售者和消费者之前的信息不对称,一方面我们看到国内的许多高端消费人群在国外的消费规模扩大和热情不减,另一方面中国的普通消费者对中国的珠宝首饰产品仍旧充满疑虑。如果希望重新树立消费者的消费信心,就需要切实了解中国的消费者的需要,制定相应的营销决策,才能达到顾客满意和企业发展的双赢。本文首先对消费者行为的相关概念和模型进行了介绍,并以科特勒模型和消费者购买决策过程为理论基础,通过问卷调查方式对消费者进行信息采集。了解不同消费人群对珠宝首饰的认知、对珠宝首饰的消费偏好和购买珠宝首饰消费行为决策结果状况。并对以上获得的数据信息进行了描述统计、交叉分析和卡方分析。通过对不同消费人群在珠宝首饰的认知情况,了解到我们目前的珠宝首饰市场存在着不诚信经营、对中国珠宝首饰传统加工工艺和传统文化重视不够的现象。通过对不同消费人群的珠宝首饰的消费偏好和消费情况进行交叉分析和卡方分析可以看出不同消费人群对珠宝首饰的偏好因素和购买决策差异度较大。消费者购买行为呈现动态变化和多样性。根据以上的分析结果提出了注重产品品质,诚信经营;关注消费者需要、满足客户需求;重视人才,保护知识产权和做好中国传统工艺和文化的传承发展的研究结论。
[Abstract]:In recent years, China's economic development has been stable and rapid, the gross national product (GNP) has steadily increased, and the level of national income has steadily increased. The consumption of jewelry in our country has also set off a wave of consumption peaks, but because of the information asymmetry between the seller and the consumer. On the one hand, we see a lot of high-end domestic consumers in the scale of consumption abroad and undiminished enthusiasm. On the other hand, ordinary Chinese consumers are still full of doubts about China's jewelry products. If we want to re-establish consumer confidence, we need to really understand the needs of Chinese consumers. In order to reach the win-win situation of customer satisfaction and enterprise development, we can make corresponding marketing decisions. Firstly, this paper introduces the related concepts and models of consumer behavior. And on the basis of Kotler model and the process of consumer purchase decision, we collect the information of consumers by questionnaire, and understand the cognition of different consumers on jewelry. The consumption preference of jewelry and the decision result of jewelry purchase behavior are analyzed. The data obtained above are described and analyzed. Cross analysis and chi-square analysis. Through the different consumers in jewelry cognitive situation, we know that our current jewelry market there is a dishonest management. The phenomenon that Chinese jewelry traditional processing technology and traditional culture are not paid enough attention to. Through cross-analysis and chi-square analysis of jewelry consumption preference and consumption situation of different consumers, we can see different consumers. According to the above analysis results, the focus on product quality is put forward according to the group's preference factors for jewelry and the difference of purchase decision, and the dynamic change and diversity of consumers' purchase behavior. Good faith management; Pay attention to the needs of consumers, meet the needs of customers; Attach importance to talents, protect intellectual property and do well in the inheritance and development of Chinese traditional technology and culture.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8;F713.55

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