本文選題：白金時尚商城 + 購物行為��； 參考：《昆明理工大學(xué)》2017年碩士論文

【摘要】：泰國旅游業(yè)與中國游客有著長期的接觸和了解,并一直為中國游客提供著較為周到和全面的服務(wù),中國旅游者在旅途中的購物也為泰國旅游業(yè)貢獻(xiàn)了極大的利潤。但是,隨著中國游客到泰國旅游變得容易和便捷,中國游客在泰國的購物熱情正在遞減;同時,其他東南亞國家旅游市場興起,泰國很可能被周邊國家搶走中國游客的購物市場而失去很多的商業(yè)機(jī)會,這將對當(dāng)前的泰國旅游購物產(chǎn)生極大的影響。在深度訪談等定量研究基礎(chǔ)上,本文采用問卷調(diào)查采取隨機(jī)抽樣法,運(yùn)用統(tǒng)計(jì)軟件SPSS進(jìn)行描述性分析,分析項(xiàng)目有頻率分析、百分比、平均分,以期幫助白金時尚商城的商家發(fā)展和滿足中國游客的需求。本文在理論研究成果的基礎(chǔ)上,研究中國旅游者在泰國白金時尚商城購物行為,資料收集和問卷調(diào)查的實(shí)證研究顯示中國旅游者在泰國白金時尚商城的購物行為具有幾方面的特點(diǎn),中國旅游者e性別:在泰國白金時尚商城購物的女性比男性多。中國旅游者的年齡。旅游購物者多處于21-30歲這個年齡階段。中國旅游者在白金時尚商城購買商品的目的:大多數(shù)中國旅游者購買商品的目的是為了自己使用。中國旅游者在白金時尚商城購買商品的種類:中國旅游者購買的商品大多為化妝品,占30.78%。其次是民族特色產(chǎn)品,占14.50%。中國旅游者購買商品的花費(fèi):調(diào)查結(jié)果顯示中國旅游者在白金時尚商城購買商品的花費(fèi)大多在5000泰銖以上。中國旅游者如何選購買商品:中國旅游者在白金時尚商城選購商品基本是憑借自己的經(jīng)驗(yàn)和喜好而購買商品。將中國旅游者在曼谷白金時尚商城的購物行為作為分析目標(biāo),本文應(yīng)用市場營銷的理論和方法,結(jié)合中國旅游者的消費(fèi)行為特征以及對泰國旅游購物市場的現(xiàn)狀分析,運(yùn)用市場調(diào)研的方法來分析中國旅游者在曼谷市區(qū)免稅店購物行為。最終,提出相應(yīng)的改進(jìn)措施和建議,希望本論文的研究能夠幫助泰國旅游業(yè)更健康的發(fā)展,更好地滿足中國游客的需求。
[Abstract]:Thailand tourism and Chinese tourists have a long-term contact and understanding, and has been providing Chinese tourists with a more thoughtful and comprehensive service, Chinese tourists in the journey of shopping also contributed a great deal of profits to the Thai tourism industry. However, as it becomes easier and easier for Chinese tourists to visit Thailand, Chinese tourists' enthusiasm for shopping in Thailand is diminishing; meanwhile, tourism markets in other Southeast Asian countries are emerging. Thailand is likely to be robbed by neighboring countries of Chinese tourists shopping market and a lot of business opportunities, which will have a huge impact on the current Thai tourist shopping. On the basis of the quantitative research such as in-depth interview, this paper adopts the method of random sampling and the descriptive analysis with the statistical software SPSS. The analysis items include frequency analysis, percentage, average score, and so on. With a view to helping platinum fashion mall businesses to develop and meet the needs of Chinese tourists. Based on the theoretical research results, this paper studies the shopping behavior of Chinese tourists in Thailand's Platinum Fashion Mall. The empirical study of data collection and questionnaire investigation shows that the shopping behavior of Chinese tourists in Thai Platinum Fashion Mall has several characteristics. Chinese tourists'e gender: more women than men shop in Thai Platinum Fashion Mall. The age of Chinese tourists. Travel shoppers are mostly at the age of 21-30. Purpose of Chinese tourists buying goods in platinum fashion mall: most Chinese tourists buy goods for their own use. Types of goods purchased by Chinese tourists in platinum fashion mall: Chinese tourists mostly buy cosmetics, accounting for 30.78%. Next is the national characteristic product, occupies 14.50 measures. Chinese tourists spend more than 5000 baht on purchases: surveys show that Chinese tourists spend more than 5000 baht on purchases in platinum fashion malls. How Chinese tourists choose to buy goods: Chinese tourists buy goods in platinum fashion mall based on their own experience and preferences. Taking the shopping behavior of Chinese tourists in Bangkok Platinum Fashion Mall as the analysis goal, this paper applies the theory and method of marketing, combines the characteristics of Chinese tourists' consumption behavior and analyzes the present situation of Thailand's tourist shopping market. This paper uses the method of market research to analyze the shopping behavior of Chinese tourists in duty-free shops in Bangkok. Finally, the paper puts forward the corresponding improvement measures and suggestions, hoping that the research in this paper can help Thailand tourism develop more healthily and meet the needs of Chinese tourists better.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F593.36;F733.36

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