本文選題：消費(fèi)者需求 + “敏感度”��； 參考：《浙江理工大學(xué)》2015年碩士論文

【摘要】：隨著服裝賣(mài)場(chǎng)市場(chǎng)競(jìng)爭(zhēng)環(huán)境越來(lái)越激烈，賣(mài)場(chǎng)陳列正越來(lái)越受到企業(yè)管理層的重視。良好的賣(mài)場(chǎng)陳列能夠第一時(shí)間展示出用戶(hù)需要的商品，促進(jìn)消費(fèi)者有效實(shí)現(xiàn)沖動(dòng)型購(gòu)買(mǎi)。在這種形勢(shì)下，基于消費(fèi)者需求“敏感度”的賣(mài)場(chǎng)陳列管理越來(lái)越受到國(guó)內(nèi)外行業(yè)專(zhuān)家學(xué)者的關(guān)注。依據(jù)消費(fèi)者購(gòu)物心理的銷(xiāo)售模式展開(kāi)的賣(mài)場(chǎng)陳列師級(jí)獲得了良好的營(yíng)銷(xiāo)效果，并且快速向各個(gè)領(lǐng)域擴(kuò)展。該理論通過(guò)對(duì)商品進(jìn)行有效分類(lèi)，根據(jù)不同類(lèi)型的消費(fèi)者“敏感度”訴求與品牌本身進(jìn)行架接，以最精準(zhǔn)的方式在吸引消費(fèi)者的同時(shí)，將品牌優(yōu)勢(shì)最大限度的展現(xiàn)給目標(biāo)消費(fèi)群，以進(jìn)而達(dá)到商品快速展示，連帶銷(xiāo)售的目的。本文就是依據(jù)這樣的研究背景，從消費(fèi)者對(duì)于服裝本身的需求出發(fā)，對(duì)服裝賣(mài)場(chǎng)陳列問(wèn)題進(jìn)行了分析。以主力消費(fèi)群體為具體的研究案例，詳細(xì)分析了從消費(fèi)者“敏感度”出發(fā)的品牌賣(mài)場(chǎng)陳列要求。通過(guò)本文的分析可以看出，從消費(fèi)者“敏感度”出發(fā)，不僅可以更好的達(dá)到吸人眼球的陳列效果，更能將品牌的理念和主推品類(lèi)以最完整的狀態(tài)快速的加以詮釋?zhuān)軌驅(qū)崿F(xiàn)把用戶(hù)最需求的商品第一時(shí)間展現(xiàn)給顧客。但僅僅展現(xiàn)出來(lái)是不夠的，需要通過(guò)多重營(yíng)銷(xiāo)要素和商品組合的應(yīng)用，提高商品對(duì)用戶(hù)的吸引力。進(jìn)而形成以消費(fèi)者需求對(duì)品牌的體驗(yàn)“敏感度”為基礎(chǔ)，，多重營(yíng)銷(xiāo)策略有機(jī)組合的服裝賣(mài)場(chǎng)陳列策略。通過(guò)本文研究，對(duì)現(xiàn)服裝賣(mài)場(chǎng)在商品組合及陳列方面的單一性和不足進(jìn)行分析，提出從消費(fèi)者對(duì)品牌“敏感度”出發(fā)、有機(jī)地組合多重營(yíng)銷(xiāo)要素、優(yōu)化品牌服裝賣(mài)場(chǎng)的陳列設(shè)計(jì)對(duì)策，對(duì)促進(jìn)服裝銷(xiāo)售業(yè)績(jī)具有借鑒作用和參考價(jià)值。
[Abstract]:With the increasingly competitive environment in the clothing store market, the store display is being paid more and more attention by the enterprise management.A good store display can display the goods that the user needs in the first time, and promote the consumer to realize the impulse purchase effectively.In this situation, the display management based on the "sensitivity" of consumer demand is paid more and more attention by domestic and foreign experts and scholars.According to the sales mode of the consumer shopping psychology, the store display division level obtains the good marketing effect, and expands rapidly to the various fields.This theory effectively classifies the goods, according to the different types of consumers'"sensitivity" demands and brand itself, in the most accurate way to attract consumers at the same time,To maximize the brand advantages to the target consumer group, in order to achieve the rapid display of goods, associated with the purpose of sales.Based on this research background, this paper analyzes the display problem of clothing store from the consumer's demand for clothing itself.Taking the main consumer group as the specific research case, this paper analyzes in detail the requirements of the brand store display based on the consumer's "sensitivity".Through the analysis of this paper, we can see that starting from the consumer's "sensitivity", not only can the display effect of attracting people's eyeball be better achieved, but also the brand concept and the main push category can be interpreted quickly in the most complete state.Can achieve the customer's most needed goods the first time to show to the customer.However, it is not enough to show it. It is necessary to improve the attractiveness of products to users through the application of multiple marketing elements and commodity combinations.Then, the display strategy of clothing store is formed based on the experience sensitivity of consumer demand to brand and the organic combination of multiple marketing strategies.Through the research of this paper, the author analyzes the singularity and deficiency of the present clothing store in the aspect of commodity combination and display, and puts forward that, starting from the consumer's "sensitivity" to the brand, it organically combines the multiple marketing elements.To optimize the display design of the brand clothing store has the reference function and the reference value to promote the clothing sale achievement.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：J525.2

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本文編號(hào)：1764338