男性導(dǎo)購對女裝終端零售作用的探討與研究

服裝設(shè)計與工程論文編號:FZ005   論文字?jǐn)?shù):10092.頁數(shù):18

目 錄
摘要 1
Abstract 2
目 錄 3
一 引言 4
二  研究背景 4
（一） 女裝市場的特點 4
（二） 導(dǎo)購的作用 5
（三） 影響導(dǎo)購作用的相關(guān)因素 7
三  探究性別對女裝終端零售的影響 8
（一）男性導(dǎo)購能夠為我提供更好的審美建議 9
（二）女性導(dǎo)購能夠提供更好的功能性建議，因為她們更了解女性 10
四  驗證性調(diào)研分析 10
（一） 問卷設(shè)計和調(diào)研 10
（二） 問卷數(shù)據(jù)整理分析 11
（三） 總結(jié) 12
五  實際案例的分析 13
六、總 結(jié) 14
（一）研究結(jié)論 14
（二）營銷建議 15
致 謝 15
參考文獻(xiàn) 16
附錄一 17

摘要：中國加入WTO以后，許多國際女裝品牌相續(xù)進(jìn)入國內(nèi)市場，使得國內(nèi)女裝零售業(yè)面臨巨大挑戰(zhàn)。隨著社會的發(fā)展人們的消費觀念和行為也在逐漸發(fā)生變化，從開始追求商品本身品質(zhì)開始向追求商品附加值轉(zhuǎn)變（如服務(wù)質(zhì)量、賣場環(huán)境、服裝陳列等）。為了面對國外市場對中國女裝零售業(yè)的沖擊，適應(yīng)新時代消費者的需求，國內(nèi)女裝零售業(yè)也在發(fā)生改變，從傳統(tǒng)的單一追求商品的銷售量，到現(xiàn)在對賣場環(huán)境、氛圍以及服務(wù)質(zhì)量的高品質(zhì)要求。這些轉(zhuǎn)變當(dāng)中起關(guān)鍵作用的就是終端零售人員，而今后女裝終端競爭的關(guān)鍵也就是終端零售人員的競爭。本文主要消費者心理為基礎(chǔ)，結(jié)合女裝零售業(yè)發(fā)展的現(xiàn)狀和趨勢，以杭州本土品牌為研究對象，對男性導(dǎo)購在國內(nèi)女裝零售中的作用展開探討和研究，最終為本土的女裝品牌終端零售的發(fā)展提供一些參考。

關(guān)鍵詞：消費心理；  女裝終端零售；  男導(dǎo)購

Abstract：China's accession to the WTO, many international brand of women's continued access to the domestic market, making the domestic women's retail sector isfacing enormous challenges.With the social development of people's consumer attitudes and behavior are gradually changing, from the beginning of the pursuit of the quality of the product itself began to change in the pursuit of value-added products (such as service quality, store environment, and clothing on display, etc.) In order to face the retail industry of China's women's shocks from the foreign markets , to adapt to the new era of consumer demand, the domestic women's retail sector is also changed, from simply the pursuit of the traditional sales of goods to the stores now for the environment, atmosphere and quality of service high-quality. Among these changes is to play a critical role in the retail terminal personnel, and the future competitiveness of key women's terminal is also the competitiveness of retail staff terminal. This article is based on consumer psychology, combined with the retail women's status and trends of development in order to Hangzhou to study the local brands, for men guide women in the domestic retail role in the exploration and study, the women's final for the local brand retail terminal provide some reference.
Key words：Customer psychology；  Women terminal retail market ； Male salesman