青年女性服装网络消费行为研究

发布时间：2018-06-01 06:36

本文选题：网络营销 + 网络消费行为　；参考：《大连海事大学》2014年硕士论文

【摘要】：随着互联网的发展,网购成为一种新的生活方式,而在网购商品中服装所占的比例最高,在网购服装的消费人群中,青年女性是主要的服装网购消费群体,可见青年女性是网购服装市场中一个具有潜力的细分市场,由于互联网技术在近十年才得到广泛的应用和完善,目前对网络消费行为的研究相对较少,而对于青年女性服装这一细分市场的网络消费行为研究更加匮乏,因此对于青年女性网购消费行为的调查和研究具有一定的应用价值和现实意义。同时网络营销以其成本低,互动性强,信息资源丰富等优势逐渐成为企业制定营销战略的主流,为了制定有效的营销策略,了解目标市场的消费心理显得非常重要本文首先从消费者行为学和网络营销的相关概念与理论入手,分析了目前服装网络营销与消费者行为的现状和存在的问题,针对这些问题对青年女性这一目标市场在网购服装时的个性,态度,需求和动机决策等影响因素制定了详细的调查问卷,通过分析调查问卷各影响因素的数据和权重描述了目前青年女性网购服装的消费心理概况,总结了企业在针对这一目标群体开展网络营销时应注意的因素和重点。同时本文针对网购服饰的展示和试穿问题提出了3D试衣系统的概念和应用方式,针对网购服饰客观条件制约售后服务的问题提出了020的新营销模式。针对目前企业网络营销相关理论技术缺乏的问题,提出了网站建设,E-mail营销,搜索引擎优化等网络营销策略以及IM推广,SNS推广,博客推广等服装网络营销传播策略。为服装企业更好的适应网络时代潮流,获得更多的资源和竞争优势提供了参考和依据。
[Abstract]:With the development of the Internet, online shopping has become a new way of life, and the proportion of clothing in online shopping goods is the highest. Among the consumers of online shopping clothing, young women are the main consumer groups of clothing online shopping. It can be seen that young women are a potential market segment in the online shopping clothing market, because Internet technology is in the near future. Ten years have been widely used and improved. At present, the research on network consumption behavior is relatively small, and the research on the network consumption behavior of the young women's clothing market is more scarce. Therefore, the investigation and Research on the behavior of online shopping for young women is of certain practical value and practical significance. Its advantages, such as low cost, strong interaction and rich information resources, have gradually become the mainstream of enterprise marketing strategy. In order to formulate effective marketing strategies, it is very important to understand the consumption psychology of the target market.
Starting with the related concepts and theories of consumer behavior and network marketing, this paper analyzes the current situation and existing problems of clothing network marketing and consumer behavior. In view of these problems, the details of the factors such as personality, attitude, demand and motivation decision of the target market for young women in the market are made in detail. The questionnaire, through the analysis of the data and weight of the influencing factors of the questionnaire, describes the general situation of the consumption psychology of the present young women's online shopping clothing, and summarizes the factors and key points that enterprises should pay attention to when they carry out the network marketing for this target group.
At the same time, this paper puts forward the concept and application mode of 3D fitting system for the display and trial of online shopping clothing. It puts forward 020 new marketing modes for the problem of the objective condition of online shopping and clothing, and puts forward the construction of Web site, E-mail marketing and search guidance. The optimization of network marketing strategy as well as the promotion of IM, the promotion of SNS, the promotion of blogs and other clothing network marketing communication strategies provide a reference and basis for the clothing enterprises to better adapt to the trend of the network era and gain more resources and competitive advantages.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55;F724.6;C913.68

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