休闲服装中青年市场质量标准心智模式研究

发布时间：2018-01-22 11:31

本文关键词： 隐喻诱引技术心智模式共识图消费者行为　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：对市场营销进行研究时,消费者和产品都是研究的针对对象,研究者或研究产品特性,或研究消费者的消费预期。然而将消费者行为预期与产品特性连接起来,研究二者之间的关系才能更大限度的了解市场。在市场营销以往的研究中,通常是使用量化研究对某种现象假设进行测量,但是不能全面的挖掘数据。质性研究常常用于挖掘某研究对象的整体性的全面的信息,而量化研究用于对研究者的某一个既定的假设进行测量。本文是通过选取质性研究的方法,主要是通过zmet隐喻诱引技术对休闲服装的青年和中年市场进行信息挖掘,构画心智模式图进行比较。方法本身是带有自我检验机制的,访谈步骤会出现的重复的内容,这可以查看整理的内容,看二者是否符合。访谈实验进行之初,首先根据个人涉入度量表选取对休闲服装涉入度较高的受访者,以确保实验数据的有效性。在此基础上,从青年人和中年人两个年龄层的符合高涉入度标准的人群中个选取8人作为受访者。由受访者按照自己的意愿,从不是休闲服装本身的图片中,选取能代表自己对休闲服装看法感受的图片,通过访谈的方式与研究人员进行实验。实验操作者需要借助方法目的链。攀梯法、凯利方格法对受访者进行引导,然后借助ISM的计算程序进行个人心智模式地图的构建。调整后的个人心智地图是构建共识图的依据,构建共识图后将两个年龄组的共识图进行比较分析,结合在访谈过程中获得的感官资料,对企业提出市场营销策略建议。得出结果是两个年龄组的受访者提供的相应年龄层的共识图。其中,在青年组的共识图中,可以得到缓解压力、更好的工作、健康、自信等儿个中心构念,代表消费者对休闲服装的感受；在中年组的共识图中,以成功这一构念为中心,代表中年消费人群对于休闲服装的诉求,希望拥有良好的社会关系,同时提升自我以达到更好的工作的目的,他们认为和谐的家庭生活需要有成功的事业作为保障。
[Abstract]:In the study of marketing, consumers and products are the target of the research, researchers or research product characteristics, or study consumer consumption expectations. However, consumer behavior expectations and product characteristics are linked together. Research the relationship between the two to better understand the market. In previous studies of marketing, quantitative research is usually used to measure a certain phenomenon hypothesis. Qualitative research is often used to mine the holistic and comprehensive information of a certain research object. The quantitative study is used to measure a given hypothesis of the researcher. Mainly through the zmet metaphor inductive technology to the leisure clothing youth and the middle-aged market information mining, constructs the mental pattern diagram carries on the comparison. The method itself has the self-examination mechanism. Interview steps will appear repetitive content, this can be reviewed to see if the two are consistent. At the beginning of the interview experiment, the first according to the personal involvement measurement table to select a higher degree of casual clothing involvement of the interviewees. In order to ensure the validity of the experimental data. On this basis, eight participants were selected from two age groups, young and middle-aged, who met the high level of involvement. The respondents were asked to do so according to their own wishes. Never casual clothing itself, choose the image that can represent their own perception of leisure clothing, through interviews with the researchers to experiment. The experimental operator needs to use the method chain of purpose, climbing ladder method. Kelly's lattice method was used to guide the interviewees, and then the personal mental model map was constructed with the help of ISM. The adjusted personal mental map was the basis of the consensus map. After constructing the consensus map, the consensus map of the two age groups was compared and analyzed, combined with the sensory data obtained during the interview. Put forward marketing strategies to the enterprise. The result is the two age groups of respondents provided by the corresponding age group consensus map. Among them, in the youth group consensus map, can be relieved the pressure, better work. Health, self-confidence and so on child center structure, represents the consumer to the leisure clothing feeling; In the consensus map of the middle age group, taking success as the center, it represents the demand of the middle-aged consumer for leisure clothing, hoping to have good social relations, and at the same time to promote themselves to achieve a better job purpose. They believe that a harmonious family life requires a successful career as a guarantee.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F713.55

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