80后中韩女性快速时尚品牌购买行为比较研究

发布时间：2018-06-07 02:10

本文选题：80后中韩女性 + 快速时尚品牌　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：中国加入WTO以后,随着经济的迅速发展,人们的收入水平、教育水平及生活水平也伴随发展起来,在消费支出模式发生了很大的变化。中国市场开始全面对外开放,服装企业进入中国的情况不断增加。同时在中国1980年以后出生的,改革开放以后第一独生子女时代的80后女性消费者变换中国的消费支出模式,受服装企业的关注。他们是以中国消费市场的核心力量引导中国消费文化。目前中国市场作为世界上最大的市场。韩国的服装企业,特别是快速时尚品牌企业也是加快进入中国市场。掌握中国和韩国消费者的购买行为的特征是对韩国的快速时尚品牌企业一定需要的过程。至今针对中国和韩国消费者的全体上进行的研究比较多,但是针对中韩两国80后女性消费者比较的研究很少。因此本论文以中韩80后女性为对象,快速时尚品牌消费行为比较研究,深入探索中韩两国消费者之间的快速时尚品牌购买行为特征的异同,为韩国的快速时尚品牌其企业制定具体的战略提供有用的资料,这是有价值的工作。本论文以80中韩女性消费行为为出发点,采用理论研究和实证研究方法,对中韩两国80后女性快速时尚品牌购买行为展开比较研究。首先,本论文运用文献研究,对80后中韩女性快速时尚品牌购买行为相关概念进行定义和解释:总结了80后消费者相关理论,女性消费者相关理论,服装购买行为相关理论,快速时尚品牌相关理论以及品牌态度相关理论,形成了本论文的理论基础。接着,本论针对80后中韩女性进行问卷调查,用SPSS20.0统计软件对问卷数据进行频度分析、信度分析、效度分析以及t检验。通过频度分析,得出80后中韩女性消费者快速时尚品牌购买特征。另外通过t检验分析,得出80后中韩女性消费者快速时尚品牌购买行为的共同点和差异点。最后,本论文基于对80后中韩女性消费者快速时尚品牌购买行为比较分析的结果,在基础上提出这对80后中韩女性消费群体特征的营销策略,提供对韩国的快速时尚品牌企业参考。
[Abstract]:After China's entry into WTO, with the rapid development of economy, people's income level, education level and living standard have also developed, and the pattern of consumption expenditure has changed greatly. Chinese market begins to open to the outside world completely, the situation that clothing enterprise enters China is increasing ceaselessly. At the same time, born after 1980 in China and after the reform and opening up to the outside world, female consumers of the first one-child era changed the pattern of consumption expenditure in China, which attracted the attention of clothing enterprises. They are the core force of the Chinese consumer market to guide the Chinese consumer culture. At present, the Chinese market is the largest market in the world. South Korean apparel companies, especially fast fashion brands, are also speeding up their entry into the Chinese market. Mastering the characteristics of Chinese and Korean consumers' buying behavior is a necessary process for Korean fast fashion brands. So far, there have been many studies on Chinese and Korean consumers, but there are few studies on post-80s female consumers in China and South Korea. Therefore, this paper takes the post-80s women in China and Korea as the object, and makes a comparative study on the consumption behavior of fast fashion brands, and probes into the similarities and differences of the characteristics of the fast fashion brand purchase behavior between Chinese and Korean consumers. It is valuable work to provide useful information for Korean fast fashion brands to develop specific strategies for their companies. This paper takes 80 Chinese and South Korean women's consumption behavior as the starting point, uses the theory research and the empirical research method, carries on the comparative research to the Chinese and the Korean post-80s female fast fashion brand purchase behavior. First of all, this paper uses literature research to define and explain the concepts of Chinese and Korean women's fast fashion brand purchase behavior after 1980s. It summarizes the relevant theories of post-80s consumers, women consumers, clothing purchase behavior. Fast fashion brand theory and brand attitude theory form the theoretical basis of this paper. Then, this paper carries on the questionnaire survey to the post-80s Chinese and Korean women, carries on the frequency analysis, the reliability analysis, the validity analysis and the t-test with the SPSS20.0 statistical software to the questionnaire data. Through frequency analysis, this paper draws the characteristics of fast fashion brand purchase for Chinese and Korean women consumers after 80 s. In addition, through t-test analysis, the common points and differences of fast fashion brand purchasing behavior of Chinese and Korean women consumers after 80's are obtained. Finally, based on the results of the comparative analysis of the fast fashion brand purchasing behavior of the female consumers in the 1980s, this paper puts forward the marketing strategy of the characteristics of the female consumers in the 1980s. To provide a rapid fashion brand reference for South Korea.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.86;F274

【参考文献】