基于淘宝大码女装市场调研与发展分析(附调查问卷)(任务书,开题报告,论文18000字)
摘要
随着经济的提升，中国肥胖人数的不断增加，消费者对大码服装需求日益增加。大码人群在传统市场往往遭受冷落，购物体验不理想，线上大码服装店为大码消费人群提供了更多可能。然而，以往的研究没有关注淘宝平台关于大码女性服装市场的分析，本文将从淘宝大码女装市场现状和存在问题等视角对淘宝大码女装市场开展研究。
第一，本文主要对大码女装市场背景进行了研究，分析了国内外关于大码女装市场的发展与现状。第二，本文对淘宝女装市场的现状进行了分析，接着利用SWOT分析法对淘宝大码女装市场现状进行分析，了解其内部主要优势和劣势，外部存在的机会与威胁。第三，通过对消费者的问卷调查，了解消费的具体需求，找出存在问题。第四，通过SWTO分析法和调查问卷总结出的问题进行具体分析和研究，针对问题提出解决策略，并对淘宝大码女装市场发展前景进行分析。
在理论贡献方面，本文丰富之前相关同主题的研究内容，以淘宝平台大码女装市场为背景，将消费者的需求分析加入到研究之中，探讨淘宝大码女装市场存在的问题对市场未来发展造成的影响，这对之前的文献研究有一定的补充作用。在实践贡献方面，本文能够淘宝大码女装商家未来发展提供建议。
关键词：淘宝女装淘宝大码女装SWOT分析法改进建议
Based on TaobaoLarge Size Women's Market
Research and Development Analysis
Abstract
With the development of economy and the increasingnumber of large-size people in China, the demand for large garments is increasing. Large-size people often suffer from neglect in the traditional market. Shopping experience is not good. Online large-size clothing stores provide more possibilities for large-size consumers. However, previous studies have not paid attention to the analysis of large-size women's clothing market on Taobao platform. This paper will study the market of large-size women's clothing inTaobao from the perspective of the current situation and existing problems of the market.
Firstly, this paper mainly studies the background of large-size women's wear market, and analyses the development and current situation of large-size women's wear market at home and abroad. Secondly, this paper analyses the current situation of Taobao women's wear market, and then uses SWOT analysis method to analyze the current situation of Taobao large size women's wear market, to understand its internal main strengths and weaknesses, external opportunities and threats. Thirdly, through the questionnaire survey of consumers, we can understand the specific needs of consumption and find out the existing problems. Fourthly, through the SWTO analysis method and questionnaire, the problems are analyzed and studied in detail, and the solutions are put forward, and the development prospects of Taobao large-size women's wear market are analyzed.
In terms of theoretical contribution, this paper enriches the previous research on the same topic. This paper is set in Taobao platform large-size women's wear market .Then adds consumer demand analysis to the research, and explores the impact of the existing problems of Taobao large-size women's wear market on the future development of the market, which has a certain supplementary role for the previous literature research. In terms of practical contribution, this paper can provide suggestions for the future development of Taobao large-size women's clothing business.
Key words:Taobao women's clothing; Taobao large size women's clothing; SWOT analysis method; improvement suggestions
目 录
摘要 I
abstract II
第一章绪言 1
1.1 论文研究背景 1
1.2 论文研究方法 1
1.3 文献综述 2
1.4 论文结构 4
第二章淘宝女装市场市场环境分析 6
2.1 淘宝女装市场发展情况 6
2.2 淘宝大码女装市场现状 7
2.2.1淘宝大码女装市场发展背景 7
2.2.2淘宝大码女装市场现状 8
2.3 SWOT分析 10
2.3.1淘宝大码女装市场机会与威胁分析 10
2.3.2淘宝大码女装市场优势与劣势分析 11
2.4 本章小结 14
第三章淘宝大码女装市场需求分析调研 15
3.1 调查问卷目标设计 15
3.1.1调查目标的设计 15
3.1.2调查样本的选择 15
3.1.3问卷内容的设计 15
3.2 调查问卷的发放与回收 16
3.3 调查问卷结果分析 17
3.3.1调查样本基本分析 17
3.3.2影响大码女装市场需求的因素分析 18
第四章淘宝大码女装市场发展分析 23
4.1 淘宝大码女装市场存在问题 23
4.2 淘宝大码女装发展策略 24
4.2.1营销策略 24
4.2.2生产品质管理 24
4.2.3服务策略 25
4.3 本章小结 26
第五章总结与研究展望 27
5.1 总结 27
5.2 本文贡献 27
5.3 研究存在问题与局限 28
参考文献 29
附录 31
致谢 35
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