| 比来，全球运用收集购物商场的顾客数目疾速增加，各类时髦购物商场的网站展开多种多样的营销运动，这些虚拟商场以年夜型购物商场为中间，为知足顾客需求、更好地办事顾客而不懈地做着尽力。但在这一进程中，仍存在着诸如难以准确控制花费者现况和营销的有用性等成绩。别的一个现实是，按商品特征进一步细分化的营销战略仍存在许多缺乏。作为网上服装商品，固然存在试穿后能力购置的前提限制，但最近几年来花费者在网上购物商场购置服装类商品的比率急剧上升。是以，为了充足知足花费者的需求，须要构思出一个有关若何树立和运营相符花费者特性或特征的收集购物商场的有用计划。本文探寻了中韩两国网上服装购物商场的营销流传现状并查询拜访栖身在两国代表性时髦城市上海和首尔的20～29岁女性先生的收集花费偏向，韩语论文题目，以提醒收集服装家当的将来远景、收集营销的功效和响应的营销战略。重要研究成绩以下①解析服装营销流传的根本实际与营销办法；②商量收集购物商场与花费者之间流传的措施；③针对上海和首尔20～29岁女性年夜先生停止网上购物行动及衣类购物偏向的市场调研；④剖析上海和首尔20～29岁女性年夜先生的花费购物偏向与收集购物商场购置行动之间的关系；⑤探寻上海和首尔20～29岁女性花费者在收集购物商场中的生齿统计变数与购置行动及购物偏向的关系。研究办法重要是文献实际提炼与实证研究。在实证研究准备查询拜访阶段，为了设计公道的网上购物问卷项目，于2007年3月26日～28日对20名东华年夜学女性研究生实行预查询拜访后，然后肯定正式查询拜访的项目。在正式查询拜访阶段，对851名(上海388名，首尔463名)20～29岁女性先生实行问卷查询拜访。数据剖析方面，应用SPSS WIN 12。0统计软件，停止了频次、百分率、方差(ANOVA)、靠得住度验证、身分剖析、t一test、开放磨练等剖析，免费韩语论文，并且为了过后验证明施了邓肯多重规模磨练(Duncan’s Multiple Range Test)。经由过程本文研究，愿望为收集购物商场的营销实际和理论供给无益参考控制网上衣类商品独有的特征；懂得收集购物商场中的顾客特点；更积极、连续购置的有用营销战略；开辟更有前瞻性的营销措施；合时开辟收集购物商场的衣类商品发卖。 Abstract: Recently, the global application collection shopping mall number of customers rapidly increased, all kinds of modern shopping mall website launched a variety of marketing activities, the virtual mall in large shopping malls as intermediate, to meet customer demand, better business customers and unremitting doing best. However, in this process, there are still such as difficult to accurately control the status of the consumer and marketing effectiveness, etc.. Another reality is that, according to the commodity characteristics of further differentiation of the marketing strategy is still a lot of lack of marketing strategy. As an online clothing commodity, although there is the premise of the ability to purchase after fitting, but in recent years the proportion of consumers in the online shopping mall to buy clothing goods rose sharply. In order to satisfy the needs of consumers, it is necessary to devise a useful plan for collecting shopping malls, which are related to how to set up and operate the characteristics or features of the consumers. This article of the China and South Korea apparel online shopping mall marketing spread status and inquires the visit live in two representative modern city of Shanghai and Seoul from 20 to 29 year old women's collection cost bias, to remind the couture collection for belongings of future vision, collect marketing effect and response of marketing strategy. Circulated on the important research results are as follows 1. Analysis of garment marketing basic theory and marketing way; (2) to discuss collection shopping and spending are spread between the method; (3) for the Shanghai and Seoul 20 to 29 year old female university student stop online shopping action and clothes shopping biased Market Research; (4) analysis in Shanghai and Seoul 20 ~ 29 year old female university student spend shopping bias and collection shopping center to buy the relationship between action; gymnasium of Shanghai and Seoul from 20 to 29 year old women spend their in the collection shopping malls in population statistics variables and purchase action and shopping partial to the relationship. The research method is the literature practice and empirical research. In empirical research to investigation stage, in order to design reasonable shopping online questionnaire items, on March 26, 2007 to 28 to 20 Donghua University study female students to implement pre survey, then certainly formal investigation project. In the official inquiry stage, the 851 (Shanghai 388, Seoul 463) 20 to 29 year old woman to implement a questionnaire survey. Data analysis, the use of WIN SPSS 12. 0 statistical software, stop the frequency, percentage, variance (ANOVA), reliability test, factor analysis, t test, open and other analysis, and to later verify the Duncan multiple scale hone (Duncan 's multiple range test). Through this study, desire for collecting shopping mall marketing theory and practice of supply beneficial reference control characteristics unique to online vests commodities; know how to collect customer characteristics in shopping malls; more positive, continuous acquisition of useful marketing strategy; open up a more forward-looking approach to marketing; seasonable open collection shopping malls clothing commodities sales. 目录: |
