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服裝品牌終端店鋪導(dǎo)購(gòu)銷售行為研究

發(fā)布時(shí)間:2018-03-14 22:29

  本文選題:服裝品牌 切入點(diǎn):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(shí)代,導(dǎo)購(gòu)對(duì)服裝企業(yè)銷售業(yè)績(jī)的影響日趨顯著。規(guī)范導(dǎo)購(gòu)銷售行為已成為服裝公司銷售業(yè)績(jī)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(duì)象,開(kāi)展服裝品牌終端店鋪導(dǎo)購(gòu)銷售行為研究。 本文建立四個(gè)基本假設(shè):假設(shè)1不同成交情況下,導(dǎo)購(gòu)銷售行為存在顯著差異;假設(shè)2不同成交情況下,導(dǎo)購(gòu)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(gòu)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(gòu)的銷售行為存在顯著差異。 為了驗(yàn)證假設(shè)1,本文通過(guò)相關(guān)理論文獻(xiàn)綜述,實(shí)地觀察5個(gè)品牌10名導(dǎo)購(gòu)銷售過(guò)程,研讀6個(gè)品牌導(dǎo)購(gòu)指導(dǎo)手冊(cè),提煉出82項(xiàng)研究因子,初步確立40個(gè)導(dǎo)購(gòu)銷售行為觀察點(diǎn),設(shè)計(jì)出導(dǎo)購(gòu)銷售行為觀察記錄表初稿。在完成9個(gè)品牌18名導(dǎo)購(gòu)預(yù)調(diào)研基礎(chǔ)上,修正并確立了基于40個(gè)行為觀察點(diǎn)的導(dǎo)購(gòu)銷售行為觀察記錄表,同時(shí),建立了符合觀察法要求和導(dǎo)購(gòu)銷售過(guò)程的調(diào)研流程。通過(guò)對(duì)15個(gè)品牌142名導(dǎo)購(gòu)正式觀察,獲得有效樣本120例。借助SPSS13.0統(tǒng)計(jì)工具,采用頻數(shù)分析法總結(jié)出36個(gè)導(dǎo)購(gòu)銷售行為觀察點(diǎn)的平均水平;采用獨(dú)立樣本T檢驗(yàn)提取出17個(gè)對(duì)成交有顯著影響的觀察點(diǎn);為便于分析,采用因子分析法將上述17個(gè)觀察點(diǎn)降維為“銷售件數(shù)時(shí)間”、“導(dǎo)購(gòu)表情”和“導(dǎo)購(gòu)音量”3個(gè)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(gè)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(gòu)GAIEDE六階段銷售行為與成交關(guān)系表》。 為了驗(yàn)證假設(shè)2和假設(shè)3,本文對(duì)銷售行為觀察的120個(gè)有效導(dǎo)購(gòu)樣本進(jìn)行基本特質(zhì)調(diào)研和MBTI人格測(cè)試。借助SPSS13.0統(tǒng)計(jì)工具,采用頻數(shù)分析總結(jié)出導(dǎo)購(gòu)基本特質(zhì)和人格類型的分布特征;采用獨(dú)立樣本T檢驗(yàn)、卡方檢驗(yàn)提取出對(duì)成交有顯著影響3個(gè)基本特質(zhì)因子、3個(gè)單維人格機(jī)能和2個(gè)二維氣質(zhì)組合;采用對(duì)應(yīng)分析、Binary Logistic回歸分析詳細(xì)闡述了上述3個(gè)基本特質(zhì)因子、3個(gè)單維人格機(jī)能和2個(gè)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(gè)因素對(duì)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(gòu)招聘量表及使用說(shuō)明》。 為了驗(yàn)證假設(shè)4,本文通過(guò)借助SPSS13.0統(tǒng)計(jì)工具對(duì)上述120個(gè)有效導(dǎo)購(gòu)樣本的人格特質(zhì)與銷售行為進(jìn)行交互分析,采用獨(dú)立樣本T檢驗(yàn)和頻數(shù)分析總結(jié)出不同人格特質(zhì)導(dǎo)購(gòu)的銷售行為特點(diǎn),并編制《不同人格特質(zhì)導(dǎo)購(gòu)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(jí)別】:碩士
【學(xué)位授予年份】:2009
【分類號(hào)】:F274;F426.86

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