基于京津地区大众休闲服装市场和消费者行为的研究

发布时间：2018-02-24 12:36

本文关键词： 大众休闲服装市场品牌陈列促销策略消费者行为　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：在我国国民生活水平日益提高的环境下,服装市场占据了我国经济市场的巨大份额。在品牌众多的高竞争多元化服装市场中,大众休闲服装市场因其受众群体广泛、产品种类繁多而脱颖而出。尽管休闲服装产业发展潜力巨大,但据国家统计局分析,我国服装产业的利润率在减少甚至出现亏损。在与国际众多休闲品牌竞争的局面下,我国大众休闲服装企业如何把握住市场成为研究的必要。本文主要通过对京津地区的大众休闲服装市场的分析,并对具有代表性的六家休闲服装品牌进行长期跟踪与调研,分析促进大众休闲服装销售的方式并研究这些方式对消费者行为的影响,找到提升国内大众休闲服装市场品质的途径,帮助大众休闲服装企业把握市场发展动向、制定正确的营销策略和合理投资战略。本文通过实体店走访调查对比真维斯、美特斯邦威、森马、以纯、班尼路以及优衣库六家实体店铺的陈列方式和促销方式,以问卷调查的方式收集消费者行为相关数据,使用EXCEL和SPSS软件对问卷调查所获得的数据实证研究,分析结果得出以下结论:卖场陈列正向影响消费者的购买行为;陈列中对消费者影响力最大的是店铺内商品组合的陈列方式,其次是橱窗陈列、模特群陈列和卖场布局。这六家大众休闲服装品牌店铺的促销类型基本一致,主要分为新品促销、节日促销和换季促销,但在相同时期的促销方式各有不同;服装促销策略对消费者购买行为的前期影响显著。据此,本文结合影响消费者行为因素给出了提高大众体闲服装品牌的营销管理策略。
[Abstract]:In the environment of improving our national living standard, the clothing market occupies a huge share of the economic market in our country. In the diversified clothing market with many brands, the mass leisure clothing market has a wide audience. Although the leisure clothing industry has great potential for development, according to the analysis of the National Bureau of Statistics, the profit margin of China's garment industry is decreasing or even losing. In the situation of competition with many international leisure brands, It is necessary for our country's mass leisure clothing enterprises to grasp the market. This paper mainly analyzes the popular leisure clothing market in Beijing-Tianjin area, and carries on the long-term tracking and investigation to the representative six leisure clothing brands. This paper analyzes the ways to promote the sales of popular leisure clothing, and studies the influence of these ways on consumer behavior, and finds ways to improve the quality of the domestic mass leisure clothing market, and helps the mass leisure clothing enterprises to grasp the market development trend. Make the correct marketing strategy and reasonable investment strategy. Through physical store visits, this article compares the display and promotion methods of six physical stores, namely, Jens Weiss, Metz Bonway, Samma, Yichun, Benny Road and Uniqlo. Collecting the relevant data of consumer behavior by questionnaire, using EXCEL and SPSS software to the empirical study of the data obtained from the questionnaire, the results of the analysis are as follows: the display of stores positively affects consumers' purchase behavior; The most influential display to consumers is the display mode of the merchandise combination in the store, followed by the window display, the model group display and the sales layout. The sales promotion types of these six popular casual clothing brand stores are basically the same. It is mainly divided into new products promotion, holiday promotion and reseason promotion, but the promotion methods are different in the same period; the clothing promotion strategy has significant influence on consumers' purchasing behavior. Based on the factors affecting consumer behavior, this paper gives the marketing management strategy to improve the mass leisure clothing brand.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F713.55

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