本文關(guān)鍵詞：基于加油站便利店消費者行為的購物模型與應(yīng)用研究　出處：《清華大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 消費者行為 購物路徑 便利店 品類布局

【摘要】：零售業(yè)現(xiàn)已經(jīng)成為全球發(fā)展最為迅猛的產(chǎn)業(yè)之一，雖然世界經(jīng)濟(jì)在近幾年遭遇了各種危機(jī)而表現(xiàn)疲軟，但這絲毫沒有影響零售業(yè)穩(wěn)定增長的勢頭。作為世界第二大經(jīng)濟(jì)體的中國，近幾年的國內(nèi)貿(mào)易也呈現(xiàn)出了良好的發(fā)展態(tài)勢，社會消費品零售總額近六年來持續(xù)增長。 面對更加激烈的市場競爭，更加多樣化的市場環(huán)境，零售商和研究者一方面不斷采用更優(yōu)的供應(yīng)鏈網(wǎng)絡(luò)，同時優(yōu)化各種品類管理策略，在控制成本的同時靈活高效的滿足市場響應(yīng)，另一方面不斷針對消費者的購物行為和購物習(xí)慣進(jìn)行研究，旨在挖掘消費者的決策機(jī)制，找到影響消費者行為的內(nèi)部與外部因素，以便更好地滿足消費者的購物需求，甚至是引導(dǎo)消費者的購物行為。 在之前的零售管理研究中，研究者已經(jīng)對于品類管理、消費者決策、購物環(huán)境等研究領(lǐng)域進(jìn)行了比較深入的研究，在很大程度上為零售商的運營決策提供了理論支持。但同時也可以發(fā)現(xiàn)，這些研究主要以超市等零售業(yè)態(tài)為研究背景，雖然便利店已成為零售業(yè)中日益重要的業(yè)態(tài)之一，但以便利店為背景的相關(guān)研究卻相對較少�？紤]到便利店與超市等傳統(tǒng)零售業(yè)態(tài)在運營方式、品類多樣性、門店情況等方面的差異，我們認(rèn)為以便利店為背景的消費者行為研究十分有必要。 本研究將以位于北京的易捷便利店作為研究背景，通過在店內(nèi)實施兩個消費者行為實驗，調(diào)研和挖掘了消費者在便利店內(nèi)進(jìn)行購物的習(xí)慣。接著通過收集真實的消費者購物路徑以及購買數(shù)據(jù)信息，利用統(tǒng)計分析的方法對消費者在便利店內(nèi)的行為進(jìn)行了深入分析。在行為實驗和消費數(shù)據(jù)統(tǒng)計分析的基礎(chǔ)上，本研究根據(jù)消費者的購物流程，利用隨機(jī)效用理論框架建立了消費者店內(nèi)行為模型，，描述了消費者在店內(nèi)的路徑選擇以及購買選擇過程，同時利用真實的消費者購物數(shù)據(jù)對模型進(jìn)行參數(shù)估計。在驗證了模型正確性的基礎(chǔ)上，本研究提出了兩種便利店內(nèi)品類布局方案，并通過仿真對比和驗證了不同布局原則下便利店的運營情況。 本研究以便利店作為研究背景，利用真實的消費數(shù)據(jù)對消費者行為進(jìn)行統(tǒng)計及模型分析，并將分析結(jié)果應(yīng)用到便利店品類布局問題上，對于便利店的日常運營決策有較好的支持作用。
[Abstract]:Retailing has become one of the fastest growing industries in the world, although the world economy has been weak in recent years because of various crises. As the world's second largest economy, China's domestic trade has also shown a good development trend in recent years. Total retail sales of consumer goods have continued to grow in the past six years. In the face of more fierce market competition and more diversified market environment, retailers and researchers on the one hand continue to adopt better supply chain network, at the same time, optimize all kinds of category management strategies. At the same time of controlling the cost and meeting the market response flexibly and efficiently, on the other hand, the research on the consumer's shopping behavior and shopping habits is aimed at excavating the consumer's decision-making mechanism. To find the internal and external factors that affect consumer behavior in order to better meet the consumer's shopping needs, and even guide the consumer's shopping behavior. In the previous research on retail management, researchers have carried out more in-depth research on category management, consumer decision-making, shopping environment and other research areas. To a large extent, it provides theoretical support for retailers' operational decisions. However, it can also be found that these studies mainly focus on supermarket and other retail formats as the research background. Although convenience stores have become one of the increasingly important retail formats, there are relatively few studies on convenience stores in the context of convenience stores. Considering the variety of categories in traditional retail formats such as convenience stores and supermarkets. We think it is necessary to study the consumer behavior in the context of convenience store. Based on the research background of the convenience store in Beijing, this study will carry out two consumer behavior experiments in the store. It investigates and excavates the consumers' shopping habits in convenience stores, and then collects the real consumer shopping path and purchase data information. Using the method of statistical analysis, the behavior of consumers in convenience stores is deeply analyzed. On the basis of behavior experiments and statistical analysis of consumption data, this study is based on the consumer shopping process. Based on the stochastic utility theory framework, the behavior model of consumers in stores is established, and the path selection and purchasing process of consumers in stores are described. At the same time, using the real consumer shopping data to estimate the parameters of the model. On the basis of verifying the correctness of the model, this study proposed two kinds of in-store category layout schemes. The operation of convenience store under different layout principle is compared and verified by simulation. This research takes convenience store as the research background, uses the real consumption data to carry on the statistics and the model analysis to the consumer behavior, and applies the analysis result to the convenience store category layout question. For the convenience store's daily operation decision has the good support function.
【學(xué)位授予單位】：清華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.22;F713.55

【共引文獻(xiàn)】

相關(guān)期刊論文 前4條

1 吳林飛;;大數(shù)據(jù)時代的廣電網(wǎng)絡(luò)客戶關(guān)系管理[J];廣播電視信息;2013年10期

2 韓會然;楊成鳳;宋金平;;蕪湖市居民購物出行空間的等級結(jié)構(gòu)演變特征及驅(qū)動機(jī)制[J];地理研究;2014年01期

3 Inmaculada PARDINES;Victoria LOPEZ;;Shop&Go:TSP heuristics for an optimal shopping with smartphones[J];Science China(Information Sciences);2013年11期

4 陳富橋;姜愛芹;;城市居民茶葉消費的產(chǎn)品偏好及其影響因素——基于MNL模型的微觀實證[J];中國食物與營養(yǎng);2013年10期

相關(guān)博士學(xué)位論文 前1條

1 張舒;基于消費者類型的購物中心關(guān)聯(lián)購買行為研究[D];吉林大學(xué);2013年

相關(guān)碩士學(xué)位論文 前4條

1 劉吟;線下體驗環(huán)境對消費者體驗意愿影響的實證研究[D];重慶大學(xué);2013年

2 韓魯南;商業(yè)集聚印象與消費者惠顧意向關(guān)系研究[D];北京工業(yè)大學(xué);2013年

3 童嬋媛;基于產(chǎn)品因素視角的研究型消費者購買渠道選擇行為分析[D];西南政法大學(xué);2012年

4 田人渠;基于顧客選擇模型的演唱會售票策略研究[D];西南財經(jīng)大學(xué);2013年

本文編號：1402316