本文選題：服裝品牌　切入點：終端店鋪　出處：《東華大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】：21世紀(jì)是“終端為王”的時代,導(dǎo)購對服裝企業(yè)銷售業(yè)績的影響日趨顯著。規(guī)范導(dǎo)購銷售行為已成為服裝公司銷售業(yè)績提升的核心課題。 本文選取百貨公司為載體,以上海市少淑裝品牌店員為對象,開展服裝品牌終端店鋪導(dǎo)購銷售行為研究。 本文建立四個基本假設(shè)：假設(shè)1不同成交情況下,導(dǎo)購銷售行為存在顯著差異；假設(shè)2不同成交情況下,導(dǎo)購基本特質(zhì)存在顯著差異；假設(shè)3不同成交情況下,導(dǎo)購人格特質(zhì)存在顯著差異；假設(shè)4不同人格特質(zhì)導(dǎo)購的銷售行為存在顯著差異。 為了驗證假設(shè)1,本文通過相關(guān)理論文獻(xiàn)綜述,實地觀察5個品牌10名導(dǎo)購銷售過程,研讀6個品牌導(dǎo)購指導(dǎo)手冊,提煉出82項研究因子,初步確立40個導(dǎo)購銷售行為觀察點,設(shè)計出導(dǎo)購銷售行為觀察記錄表初稿。在完成9個品牌18名導(dǎo)購預(yù)調(diào)研基礎(chǔ)上,修正并確立了基于40個行為觀察點的導(dǎo)購銷售行為觀察記錄表,同時,建立了符合觀察法要求和導(dǎo)購銷售過程的調(diào)研流程。通過對15個品牌142名導(dǎo)購正式觀察,獲得有效樣本120例。借助SPSS13.0統(tǒng)計工具,采用頻數(shù)分析法總結(jié)出36個導(dǎo)購銷售行為觀察點的平均水平；采用獨立樣本T檢驗提取出17個對成交有顯著影響的觀察點；為便于分析,采用因子分析法將上述17個觀察點降維為“銷售件數(shù)時間”、“導(dǎo)購表情”和“導(dǎo)購音量”3個因子；采用Binary Logistic回歸、頻數(shù)分析、相關(guān)分析等方法詳細(xì)闡述了3個因子與成交的關(guān)系,并編制《基于觀察法的少淑裝品牌終端店鋪導(dǎo)購GAIEDE六階段銷售行為與成交關(guān)系表》。 為了驗證假設(shè)2和假設(shè)3,本文對銷售行為觀察的120個有效導(dǎo)購樣本進(jìn)行基本特質(zhì)調(diào)研和MBTI人格測試。借助SPSS13.0統(tǒng)計工具,采用頻數(shù)分析總結(jié)出導(dǎo)購基本特質(zhì)和人格類型的分布特征；采用獨立樣本T檢驗、卡方檢驗提取出對成交有顯著影響3個基本特質(zhì)因子、3個單維人格機能和2個二維氣質(zhì)組合；采用對應(yīng)分析、Binary Logistic回歸分析詳細(xì)闡述了上述3個基本特質(zhì)因子、3個單維人格機能和2個二維氣質(zhì)組合與成交的關(guān)系；最后在采用相關(guān)分析研究上述8個因素對成交影響重要程度排序的基礎(chǔ)上,編制《少淑裝品牌導(dǎo)購招聘量表及使用說明》。 為了驗證假設(shè)4,本文通過借助SPSS13.0統(tǒng)計工具對上述120個有效導(dǎo)購樣本的人格特質(zhì)與銷售行為進(jìn)行交互分析,采用獨立樣本T檢驗和頻數(shù)分析總結(jié)出不同人格特質(zhì)導(dǎo)購的銷售行為特點,并編制《不同人格特質(zhì)導(dǎo)購銷售行為特征表》。
[Abstract]:In 21th century, the era of "terminal is king", the influence of purchasing guide on the sales performance of garment enterprises is becoming more and more obvious, and standardizing the behavior of guiding purchase and selling has become the core subject of improving the sales performance of clothing companies. This article selects the department store as the carrier, takes the Shanghai Shaoshu brand shop assistant as the object, carries on the clothing brand terminal store to purchase the sale behavior research. In this paper, four basic hypotheses are established: hypothesis 1, different transaction cases, significant differences in guide sales behavior; hypothesis 2, significant differences in basic characteristics of guide purchase under different transaction cases; assumption 3, different transaction conditions, There are significant differences in the personality traits of purchase guide and in the sales behavior of different personality traits. In order to verify hypothesis 1, through the review of relevant theoretical literature, this paper observed 10 sales guides of 5 brands, studied 6 guidebooks, abstracted 82 research factors, and preliminarily established 40 observation sites of guided sales behavior. The first draft of the watch record list of sales behavior is designed. On the basis of completing the pre-survey of 18 people of 9 brands, the observation and record form of guided purchase sales behavior based on 40 observation points of behavior is revised and established, and at the same time, An investigation process was established to meet the requirements of the observation method and the process of purchasing and selling. Through the formal observation of 142 purchase guides of 15 brands, 120 effective samples were obtained. With the help of SPSS13.0 statistical tools, The average level of 36 observation points of sales behavior was summed up by means of frequency analysis, and 17 observational points with significant influence on transaction were extracted by independent sample T test. The above 17 observation points were reduced to three factors by factor analysis, such as "time of sale", "face of purchase guide" and "volume of purchase guide", and the relationship between the three factors and the transaction was explained in detail by means of Binary Logistic regression, frequency analysis and correlation analysis, etc. And the six-stage sales behavior and transaction relation table of GAIEDE in the terminal store of Shaoshu brand based on observation method were compiled. In order to verify hypothesis 2 and hypothesis 3, the basic trait survey and MBTI personality test were performed on 120 effective purchase guide samples observed by sales behavior. The distribution characteristics of basic traits and personality types of purchase guide were summarized by frequency analysis, and three basic trait factors, three one-dimensional personality functions and two two-dimensional temperament combinations were extracted by independent sample T test and chi-square test. The relationship between the above three basic trait factors, three one-dimensional personality functions and two two-dimensional temperament combinations was described in detail by binary Logistic regression analysis. Finally, on the basis of analyzing the importance of the above eight factors on the order of importance of the transaction, the author compiled the "Shaoshu brand guide recruitment scale and its usage instructions". In order to verify hypothesis 4, the personality traits and sales behavior of the 120 effective purchase guide samples mentioned above were interactively analyzed by means of the SPSS13.0 statistical tool. The independent sample T test and frequency analysis were used to summarize the characteristics of sales behavior of different personality traits, and to compile the table of marketing behavior characteristics of different personality traits.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F426.86

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 敖小蘭,石竹屏;心理學(xué)中人格評估法綜述[J];重慶交通學(xué)院學(xué)報(社會科學(xué)版);2004年02期

2 蔣智威,萬艷敏;上海服裝市場零售賣場演變規(guī)律研究[J];東華大學(xué)學(xué)報(自然科學(xué)版);2001年04期

3 苗丹民,皇甫恩,羅正學(xué),劉旭峰,王廣獻(xiàn),安超;MBTI人格類型量表的效標(biāo)關(guān)聯(lián)效度分析[J];第四軍醫(yī)大學(xué)學(xué)報;2000年11期

4 羅正學(xué),苗丹民,皇甫恩,陳足懷;MBTI—G人格類型量表中文版的修訂[J];心理科學(xué);2001年03期

5 曾維希;張進(jìn)輔;;MBTI人格類型量表的理論研究與實踐應(yīng)用[J];心理科學(xué)進(jìn)展;2006年02期

6 蔡華儉,朱臻雯,楊治良;心理類型量表(MBTI)的修訂初步[J];應(yīng)用心理學(xué);2001年02期

7 王麗萍;能崗匹配的方法基礎(chǔ)——工作設(shè)計[J];中國人力資源開發(fā);2002年02期

相關(guān)碩士學(xué)位論文 前3條

1 孫麗鸝;中國消費者行為與零售終端行為互動研究[D];同濟(jì)大學(xué);2006年

2 王娟;G商場導(dǎo)購員激勵研究[D];山東大學(xué);2007年

3 黃勇濤;簡式中文版心理類型量表（MBTI-CS）的建構(gòu)[D];華南師范大學(xué);2007年

，

本文編號：1613238