| 跟着经济的赓续成长，激动购置行动成为古代生涯中异常广泛景象，也是营销战略中的核心。服装是可视性极强的生涯用品，是较轻易激发激动购置的商品之一，特别是青年人寻求时髦，属于易产生激动购置的群体。服装公司必需懂得花费者服装激动购置行动的特色，造就高忠实度的花费者，更好地逢迎花费者的需求。中韩是近邻，韩语毕业论文，文明存在必定的类似性，并且韩国服装遭到很多中国青年人的喜爱。研究中韩青年花费者的服装激动购置行动，比拟其差别对两国服装商业的来往和文明交换，懂得分歧文明须要的差别，对服装行业采用分歧的营销战略具有主要的指点意义。本研究以姑苏(中国)和全州(韩国)两市的年夜先生为对象，对他们的服装激动购置行动停止了问卷查询拜访，采取了描写性、信度剖析、因子剖析、聚类剖析、T磨练等办法对换查数据停止了统计剖析。本文起首剖析了中韩年夜先生服装激动购置行动的身分组成，然后，依据身分组成成果对年夜先生停止分类，分为明智型、盲从型、传统型和情绪型四类明智型群体重视表现特性、寻求时髦，购物筹划性强；盲从型群体轻易遭到购物时光、告白等情境身分的作用，韩语论文范文，购物筹划性不强；传统型则看重经济适用、服装品德，同时易受伙计、同伙的作用，在花费措施上绝对守旧；情绪型群体的购置行动易受情感安排，有较强的随便购置偏向，筹划性差。其次，剖析了各群体在年纪、性别、受教导水平、月生涯费、家庭月支出等根本属性上的差别，中韩年夜先生在服装购置场合、重要购置的服装品牌、每个月购置服装的件数等服装购置行动方面的差别。最初，经由过程对中韩年夜先生服装激动购置行动的综合剖析，针对产物、交换、价钱、渠道、办事五个身分提出了市场营销建议，为服装公司制订市场营销战略供给了有价值的参考根据。 Abstract: Along with the ceaseless development of economy, the excited purchase become ancient career is unusually wide scene, but also the marketing strategy in the core. Clothing is a very strong visual career, is one of the more easily stimulate the purchase of goods, especially young people looking for fashion, belonging to the group that is easy to generate excitement. Garment enterprises must understand consumer garment excited purchase characteristics, creating high loyalty consumers, better cater to consumer demand. China and South Korea are close neighbors, the existence of a certain degree of civilization, and South Korea's clothing has been a lot of Chinese young people's favorite. Research of Sino Korean youth consumer clothing excited purchase, compared the difference of Chinese clothing business travel and cultural exchange, understand differences and cultural needs of the difference, has important directive significance to adopt the different marketing strategy to the apparel industry. This study in Suzhou (China) and state (South Korea), the university student as the object, on their clothing excited purchase stop of a questionnaire survey and take the description, reliability analysis, factor analysis, cluster analysis, t and other ways to swap check data statistical analysis. Arrange susceptible to influence the identity of the excited Mr night in this paper first analysis of the Han clothing purchase of identity, and then, on the basis of identity composition results of university student classification, divided into the sensible and implicit type and traditional type and emotion type four class wise group focus on the performance characteristics, the pursuit of fashionable shopping plan. Follow type groups easily by the shopping time, advertisement situations shopping planning is not strong; traditional value economic applicable, clothing and morality, and is vulnerable to man, cohorts in cost approach absolutely unreconstructed; emotional group purchase emotion, strong literally purchase bias, planning. Secondly, the analysis of the difference between the groups in age, gender, education level, career fee, family income and so on fundamental properties of the difference, China and South Korea University student in apparel purchase occasions, important purchase clothing brand, every month buying clothing the number of clothing purchase. Initially, through the process of South Korea University student clothing excited purchase comprehensive analysis, product, for exchange, price, channel, service of the five factors proposed marketing advice, for garment enterprises to develop marketing strategy provides a valuable reference basis. 目录: 中文摘要 5-6 Abstract 6-7 第一章 绪论 8-12 1.1 探讨背景 8-10 1.2 探讨内容 10-11 1.3 探讨意义 11-12 第二章 文献综述 12-18 2.1 冲动购买的定义 12-13 2.2 对于冲动购买的传统观点 13 2.3 对于冲动购买的现代观点 13 2.4 冲动购买行为的分类 13-15 2.5 冲动购买的作用因素 15-17 2.5.1 情境感性因素 15-16 2.5.2 个人特质 16-17 2.6 普遍采用的探讨措施 17-18 第三章 探讨措施 18-22 3.1 问卷设计 18-20 3.2 探讨对象 20 3.3 探讨措施 20-22 第四章 数据略论 22-50 4.1 大学生服装冲动购买行为的因素构成 22-27 4.1.1 KMO 与球形检验 22-23 4.1.2 问卷的信度略论( Reliability Analysis ) 23 4.1.3 因子贡献率 23-24 4.1.4 因子命名 24-27 4.2 按冲动购买行为对被调查对象分类 27-39 4.2.1 冲动购买行为与态度的分类 27-29 4.2.2 群体基本属性异同 29-39 4.3 中韩大学生服装冲动性购买行为与态度的异同 39-48 4.3.1 中韩大学生态度异同 39-41 4.3.2 服装购买行为比较 41-48 本章小结 48-50 第五章 营销启示 50-57 5.1 产品 50-51 5.2 交流 51-52 5.3 价格 52-53 5.4 渠道 53-55 5.4.1 家中购物 53-55 5.4.2 旅行购买 55 5.5 服务 55-57 第六章 结论与展望 57-59 6.1 结论 57-58 6.2 局限性与未来探讨 58-59 参考文献 59-63 攻读硕士学位期间公开发表的论文 63-64 附录一 64-68 附录二 68-72 致谢 72 |
