定制男装体验营销对顾客购买意愿的影响研究

发布时间：2018-03-12 23:11

本文选题：体验营销　切入点：定制男装　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会环境的发展变化,男士对于服装的选择不再保守单一,对定制男装的需求逐步提高,定制已成为一种风尚。定制男装的核心是能够提供给消费者全面的定制体验,培养良好的客户体验,开展体验营销已成为企业实施品牌战略的又一个新的诉求点。对定制男装行业体验营销影响顾客购买意愿的机制进行分析,从而为企业的实际营销操作提供新的方法,于品牌有十分积极的意义。本文首先通过文献研究,借鉴Schmitt所提出的体验营销及策略体验模块的相关概念,在回顾体验营销、购买意愿相关理论的基础上,结合定制男装的特点,构建了定制男装体验营销的五个维度对顾客购买意愿影响的理论模型,并通过实证研究对模型进行了验证,并得出结论:(1)定制男装体验营销对顾客购买意愿有显著的正向影响。(2)由回归分析结果可知,定制男装感官体验营销、情感体验营销、行动体验营销、关联体验营销对顾客购买意愿存在显著的程度不同的正向影响,定制男装思考体验营销对顾客购买意愿的影响未达到显著水平而没有正向的影响。最后,根据上述研究结果,以定制男装体验营销的概念性框架为基础,本文对定制男装企业如何通过体验营销来刺激顾客购买意愿提出了相应的对策和建议。
[Abstract]:With the development of social environment, men's choice of clothing is no longer conservative, the demand for custom-made men's wear has gradually increased, customization has become a fashion. The core of custom-made men's wear is to provide consumers with a comprehensive custom-made experience. Cultivating good customer experience and developing experience marketing has become another new demand point for enterprises to implement brand strategy. So it provides a new method for the actual marketing operation of enterprises, which has a very positive significance in the brand. Firstly, through the literature research, this paper refers to the related concepts of experience marketing and strategy experience module put forward by Schmitt, and reviews the experience marketing. On the basis of the relevant theory of purchase intention, combined with the characteristics of custom-made men's wear, this paper constructs a theoretical model of the influence of five dimensions of custom-made men's wear experience marketing on customer's willingness to buy, and verifies the model through empirical research. And draw the conclusion: 1) the custom-made men's clothing experience marketing has significant positive influence on the customer's purchase intention. (2) from the regression analysis result, the custom men's wear sensory experience marketing, the emotion experience marketing, the action experience marketing, the custom men's wear sensory experience marketing, the action experience marketing. Related experience marketing has significant positive influence on customer's purchase intention. The influence of custom-made men's clothing experience marketing on customer's purchase intention is not significant, but not positive. Finally, according to the above research results, the influence of experience marketing on customer's purchase intention is not significant. Based on the conceptual framework of custom-made men's wear experience marketing, this paper puts forward corresponding countermeasures and suggestions on how custom men's wear enterprises can stimulate customers' purchase intention through experience marketing.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F713.55;F426.86

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