基于消費(fèi)者行為分析的女裝商品構(gòu)成研究

服裝設(shè)計(jì)與工程論文編號(hào):FZ015   論文字?jǐn)?shù):10107.頁(yè)數(shù):20

目錄
摘要1
Abstract ·2
目錄3
引言4
 第一章、女裝商品構(gòu)成與消費(fèi)者行為的關(guān)系·5
 1女裝商品構(gòu)成的概念··5
    2消費(fèi)者行為學(xué)的概念··6
 3女裝商品構(gòu)成與消費(fèi)者行為的關(guān)系··7
第二章、 消費(fèi)者行為的調(diào)查和分析8
 1消費(fèi)者購(gòu)買(mǎi)行為的調(diào)查分析··9
 2消費(fèi)者生活方式的調(diào)查分析··13
第三章、基于消費(fèi)者行為分析的女裝商品構(gòu)成規(guī)律··14
 1基于消費(fèi)者行為分析的女裝商品組合方案··14
 2女裝商品組合創(chuàng)新·15
第四章、結(jié)束語(yǔ)··16
致謝·17
參考文獻(xiàn)··18
附錄一
附錄二

 摘要: 隨著經(jīng)濟(jì)發(fā)展和社會(huì)進(jìn)步，市場(chǎng)經(jīng)濟(jì)逐步完善，尤其加入WTO以后，市場(chǎng)變得競(jìng)爭(zhēng)越來(lái)越激烈。而消費(fèi)者對(duì)商品需求日益趨向個(gè)性化，尤其是女裝銷(xiāo)售，誰(shuí)抓住消費(fèi)者的心就是抓住市場(chǎng)，因此消費(fèi)者行為研究和生活方式因素已經(jīng)逐漸成為女裝營(yíng)銷(xiāo)的重要因素。服裝商品構(gòu)成作為服裝產(chǎn)品開(kāi)發(fā)和營(yíng)銷(xiāo)策劃的重要內(nèi)容，中國(guó)女裝企業(yè)需要真正理解女裝商品構(gòu)成的涵義和它在企業(yè)發(fā)展過(guò)程中不能替代的戰(zhàn)略意義。
 本文通過(guò)對(duì)消費(fèi)者行為理論、女裝商品構(gòu)成理論的研究配合生活方式的研究，對(duì)消費(fèi)者行為與品牌女裝商品構(gòu)成的關(guān)系進(jìn)行分析，探討女性選擇服裝的行為影響因素和調(diào)查各類人群的數(shù)量，從而制定一種新的適應(yīng)市場(chǎng)的女裝商品構(gòu)成原則。
 關(guān)鍵詞：消費(fèi)者行為   生活方式   女裝商品構(gòu)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