基于消费者行为分析的女装商品构成研究

范文编号:FZ015   范文字数:10107.页数:20

 摘要: 随着经济发展和社会进步，市场经济逐步完善，尤其加入WTO以后，市场变得竞争越来越激烈。而消费者对商品需求日益趋向个性化，尤其是女装销售，谁抓住消费者的心就是抓住市场，因此消费者行为研究和生活方式因素已经逐渐成为女装营销的重要因素。服装商品构成作为服装产品开发和营销策划的重要内容，中国女装企业需要真正理解女装商品构成的涵义和它在企业发展过程中不能替代的战略意义。
 本文通过对消费者行为理论、女装商品构成理论的研究配合生活方式的研究，对消费者行为与品牌女装商品构成的关系进行分析，探讨女性选择服装的行为影响因素和调查各类人群的数量，从而制定一种新的适应市场的女装商品构成原则。
 关键词：消费者行为   生活方式   女装商品构成 

Abstract：With the fast development of social and economic, especially after the accession to the WTO the market economy competition has become more and more intense. The consumer tends to individuation gradually to commodity need，The brand that can attract consumers will take the core competition advantages. Customer behavior and lifestyle analysis became the most important complication of Fashion Marketing. Apparel Commodity composition as the important aspect of Apparel product development and marketing planning. The women’s wear enterprises need to really understand the meaning of women’s wear commodity composition and in the development process of enterprises its strategic significance cannot be instead.
 In this paper, the theory of consumer behavior, women’s clothing   commodity combination the theory of commodity research study with the lifestyles of women's consumer behavior and brand of the relationship between the commodity composition analysis, to explore the behavior of women to choose clothes to investigate the impact of various factors and the number of people in order to develop a new market commodity composition of the principle of women.
Key Words: customer behavior   lifestyle    women’s wear combination

目录
摘要1
Abstract ·2
目录3
引言4
 第一章、女装商品构成与消费者行为的关系·5
 1女装商品构成的概念··5
    2消费者行为学的概念··6
 3女装商品构成与消费者行为的关系··7
第二章、 消费者行为的调查和分析8
 1消费者购买行为的调查分析··9
 2消费者生活方式的调查分析··13
第三章、基于消费者行为分析的女装商品构成规律··14
 1基于消费者行为分析的女装商品组合方案··14
 2女装商品组合创新·15
第四章、结束语··16
致谢·17
参考文献··18
附录一
附录二

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