杭州某服饰公司消费者行为影响因素研究(附调查表)(论文10000字)
摘 要
随着我国跟随现代洪流的进步与发展，国内消费者的消费观念和消费习惯在不断发生着变化：人们的消费观念日益开放，越来越多的人选择购买产品优异，价格相对较高，售后质量也相对提升的产品，而不仅仅拘泥由便宜、实用这些相对落后的消费观。同时，消费习惯也在发生着改变：从前的消费者只局限于超市购物、邻里间的口口相传，或者是线下的推销。而现在，越来越多的人选择网上购物，线上对比卖家、质量、售后。
本文旨在通过对影响消费者消费因素的分析，对杭州珏晨服饰的发展现状及问题进行研究分析，找出导致问题产生的原因，从而促进杭州珏晨服饰发展提出针对性策略。针对课题特点，本文从婴幼儿服装的设计与销售两方面入手，引出影响消费者行为的因素，主要有政治因素、社会因素、文化因素、个人因素、心理因素以及消费者特殊性等六大因素。市场竞争最终取决于品牌的竞争，而品牌的竞争，关乎到品牌形象、品牌质量、品牌文化、品牌运作等方面的问题。将这几方面结合起来，才能创造属于中国特有的婴幼儿服装市场。
关键词：消费观念与习惯；影响消费者的因素；企业的优点与病症；品牌推广
ABSTRACT
With the development and follow the progress of modern flood in our country, the domestic consumer consumption idea and consumption habits in a constantly changing, people's consumption concept increasingly open, the more people choose to buy original products is excellent, the price is relatively high, after-sales is also relatively improve product quality, not only constrained by cheap, practical these relatively backward consumption view. At the same time, consumer habits are changing: former consumers are limited to supermarket shopping, neighborhood word-of-mouth, or offline sales. Now, more and more people choose the online shopping, online comparison seller, quality, after sale.
Comprehensive market movements, we can see that has the following these factors influence consumer behavior: a, political factors: the increase in infants and young children's consumer market in China, in November 2011, the full implementation of our country dual alone two child policy; In December 2013, China implemented a two-child policy; In October 2015, the 18th session of the central committee of the fifth plenary session of the communist party of China communique said: adhere to the basic state policy of family planning, and actively deal with an ageing population, the implementation of comprehensive second child policy; Second, social factors: the demand of infant and infant clothing is increasing year by year, while the development of infant and infant clothing enterprises appears to be relatively backward. For the development of infant and infant enterprises in China, we must analyze the advantages and disadvantages of the development of infant and young children based on the present market situation and the present National Day. In order to correct its shortcomings, promote and develop its advantages, let consumers who buy infant and baby clothes feel the progress of the domestic market, and better develop the infant and infant clothing industry. Economic factors: as people's income increase gradually, increasing concern for infants and young children, also increase in demand for baby clothes, this also further promote the development of infants and children clothing industry. Cultural factors: values, words, language, ethics, customs, religious rituals, laws and products and services all influence the change of people's consumption concept; 5. Personal factors: consumers' demand for products will change with age, and at different stages of life cycle, different products will be required. 6. Psychological factors: motivation and perception are different, and the mindset of consumption can change.
Based on the problems that I have encountered in the clothing of hangzhou jue Chen, this paper combines the results of some market research and analyzes the advantages and disadvantages of the company in the development. Advantages: the consistency of design and strict control of quality; Disadvantages: the brand culture is not deep enough, the price control, the design direction, the sales market opening. Continue to do well and continue. In addition, the problem should be found and the solution to the problem can be solved. Furthermore, the analysis of the situation in the current environment, including the company image, sales channels and sales methods, gives a series of Suggestions and Suggestions: the brand image of good management; Build a good brand strategy; With good pricing strategy and promotion and sales strategy, the development of jue jue clothing in hangzhou is further developed.
I hope that hangzhou jue will be able to do better in the infant and baby clothing industry!
Keywords:Consumption concepts and habits; Factors affecting consumers; The advantages and conditions of the enterprise; Brand promotion
目录
一、 引言 1
二、 理论综述 1
（一）影响消费者的因素研究 1
1、 政治因素 1
2、 文化因素 1
3、社会因素 2
4、个人因素 2
5、心理因素 3
6、消费者的特殊性 3
（二）国内外专家对影响消费者行为的因素研究 4
三、杭州珏晨服饰公司介绍及影响因素分析 5
（一） 杭州珏晨服饰公司介绍 5
（二） 杭州珏晨服饰公司消费市场现状及影响因素分析 5
1.杭州珏晨服饰公司消费市场现状 5
2.影响因素分析 6
四、针对我司产品的分析及解决对策 9
（一） 品牌文化不够深入人心及解决对策 9
（二） 价格有待提高及解决对策 9
（三） 设计有待提高及解决对策 10
（四） 销售市场有待扩大及解决对策 10
五、总结 12
参考文献 13
致谢 14
附录1 14
调查表 14 |
