本文選題：上海　切入點：消費者　出處：《東華大學》2013年碩士論文

【摘要】：隨著經(jīng)濟全球化的發(fā)展,出境政策環(huán)境的逐漸寬松,加之中國國民人均可支配收入的提高,以旅游、購物、商務或其它各類目的出境的中國公民日趨增多。中國消費者強勁的消費熱情與巨大的消費能力對于境外服飾行業(yè)的經(jīng)濟發(fā)展有著不可否認的重要的推動作用,境外的不少商家越來越重視起對中國顧客的營銷服務。同時,在國內(nèi)關于中國公民出境蜂擁采購商品的新聞報道不絕于耳,我國作為服飾制造大國,一直不斷努力拓展著本國市場,然而消費者出境購買服飾這一現(xiàn)象意味著的是消費意識的外流,值得引起我們的注意。 本論文以位處中國最重要的金融中心、交通樞紐和對外貿(mào)易口岸,也是長三角經(jīng)濟圈中心的國際性大都市---上海,以上海地區(qū)出境服飾購買的消費者作為研究對象,將刺激-反應模式作為邏輯模型,通過問卷調(diào)研所得數(shù)據(jù)結(jié)果,對上海消費者出境服飾購買行為進行分析研究。 本論文首先闡述了研究背景、研究目的及其意義,以及與本文相關的國內(nèi)外的相關研究現(xiàn)狀。之后引出本文的研究理論基礎,在理論背景的支撐下,利用問卷調(diào)查所得的第一手數(shù)據(jù)進行統(tǒng)計整理,首先對出境購買服飾的消費者的人文統(tǒng)計特征進行了陳述,隨后分析了上海消費者出境服飾購買決策過程及其行為的基本表現(xiàn),最后深入綜合分析不同性別、收入等個人因素影響下的消費者其出境服飾購買行為的特征表現(xiàn),對其進行區(qū)別分析。研究得出如下結(jié)論： 出境購買服飾的消費群體以女性為主,學歷層次較高,年齡主要集中于26～35歲之間；月收入集中于5000元以上的中產(chǎn)階級及富裕階級；職業(yè)主要以公司企業(yè)的職員及企業(yè)管理人員,專業(yè)技術人員為主。 大部分出境購買服飾商品的消費者的出境購買的次數(shù)較多,經(jīng)驗豐富。而吸引他們出境購買的首要三大誘因依次為免稅便宜、款式新穎時尚、品牌種類多,選擇性多。他們主要通過網(wǎng)絡／論壇、時尚雜志與家人朋友的口碑宣傳來獲取所需的境外服飾的相關信息,并集中于在國定節(jié)假日、休假期間、打折季期間前往購買。消費者赴境外購買選擇的目的地國家或地區(qū)首位為香港,其次為韓國,再次為美國。購買場所首選為專賣店/專柜,其次為免稅店,再次為Shopping Mall。消費者出境購買服飾以滿足自身為主,其次為作為禮物贈送,再次為家人朋友捎帶。他們選擇購買的服飾商品依次為服裝、包品、鞋品,風格傾向于時尚型及休閑型,在三類服飾商品的單件花費金額上都集中于1000～3000元的價格區(qū)間內(nèi)。消費者在境外實地購買時首要考慮三大因素依次為款式、質(zhì)量、價格。在消費者看來,境外服飾市場的優(yōu)勢首要在于品牌種類多,其次為款式前沿,再次為質(zhì)量更有保證。因此,大部分消費者對于境外服飾商品無論是設計與款式、質(zhì)量還是流行性、價格,其購后評價總體上是滿意的,只有小部分人群存有價格上的心理落差。多數(shù)消費者對于“境外購買服飾卻是中國制造”的狀況有所顧慮。而若是同款商品在境內(nèi)銷售會影響消費者做出購買決定的首要三大影響因素依次為價格與境外相同甚至更低、確定是正版、質(zhì)量上有保證。 本篇論文的研究對于境內(nèi)外的服飾企業(yè)進一步了解中國這部分境外服飾消費群體的消費傾向與趨勢及他們的購買需求,今后能夠更好地采取相應對策,為這部分服飾消費者提供更周到的服務,激發(fā)這部分消費者的消費欲望提供一定的現(xiàn)實參考意義。
[Abstract]:With the development of economic globalization, exit policy environment gradually relaxed, and Chinese per capita disposable income increase, to travel, shopping, business or other types of China citizens to exit is increasing. There is admittedly an important role in promoting consumer China strong consumer enthusiasm and huge consumption ability for overseas the apparel industry's economic development, foreign businesses pay more and more attention to the Chinese customer marketing service. At the same time, in the domestic procurement of goods on China outbound throngs of news reports can be heard without end, China as a clothing manufacturing country, constantly strive to develop the domestic market, however, the phenomenon of consumers buying clothes outside means the outflow of consumer awareness, worthy of our attention.
In this paper, a China most important financial center, transportation hub and foreign trade port, but also in the Yangtze River Delta economic circle center of the international metropolis - Shanghai, in the area of Shanghai outbound dress purchasing consumer as the research object, the stimulus response model as a logical result, through the questionnaire survey data on consumers in Shanghai exit analysis of clothing purchase behavior.
This paper first elaborated the research background, research purpose and significance, and the related domestic and foreign research status. Then research the theoretical basis of this paper, the theoretical background of the support, the use of a questionnaire survey from the first hand data statistics, statistical characteristics of the first human consumers are buying clothes outside the statement, then analyzes the basic features of consumers in Shanghai outbound dress purchasing decision process and behavior, finally comprehensive analysis of different gender, characteristics of the influence of income personal factors such as consumers under the outbound dress purchasing behavior, difference analysis of the main conclusions are as follows:
Exit the purchase of clothing consumer groups dominated by women, higher education levels, age mainly concentrated in 26~35 years old; the middle class and the wealthy income concentrated in 5000 yuan of above; the main occupation to company staff and enterprise management personnel, professional and technical personnel.
Most of the outbound purchase of clothing consumer goods exit to buy more times, rich experience and attract them. The first exit to buy three incentives are duty-free cheap, fashionable fashion, brand variety, selectivity. They mainly through the Internet / forum, the relevant information is the Journal of family and friends to get the word of mouth for overseas clothing, and focus on the national holidays, vacation, to buy discounted season. Consumers overseas purchase choice of the destination country or region the first for Hongkong, followed by South Korea, once again to the United States. As the best places to buy stores / counters, followed by the duty-free shop, again for Shopping Mall. consumers buying clothes outside to meet their own, then as a gift for family and friends again, incidentally. They choose to buy clothing and accessories are clothing, package, Shoes, style tends to fashion and leisure, spend in the three categories of apparel goods single amount are concentrated in the 1000~3000 yuan price range. Consumers buy the field outside the primary consideration of three factors of style, quality and price. In the eyes of consumers, foreign apparel market advantage lies in the brand many kinds of styles, followed by frontier, ensure again for more quality. Therefore, the majority of consumers both in design and style for the foreign apparel goods, quality or price, popularity, the post purchase evaluation is generally satisfactory, only a small part of the population being price psychological gap. The majority of consumers to buy clothing is "overseas Chinese manufacturing" situation concerns. And if the same product in domestic sales will influence the consumer purchase decision factors make the top three factors are the price and overseas phase The same is even lower, it is a positive version, and the quality is guaranteed.
This paper studies the domestic and foreign clothing enterprises to further understand the China overseas clothing consumer groups and their consumption tendency and demand, in the future to better take corresponding countermeasures, to provide better service for this part of apparel consumers, stimulate this part of the consumer's desire to provide a practical reference value.

【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.86;F224

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本文編號：1726788