【摘要】：網(wǎng)絡市場的目的是對消費者的需求進行滿足,服裝行業(yè)在網(wǎng)絡市場中競爭更為激烈。服裝需求波動性和時效性很大,僅僅對服裝消費者可以清晰表達的需求進行研究,通過傳統(tǒng)的營銷方式已經(jīng)不能滿足消費者日益變化的需求。市場的發(fā)展由消費者掌握主動權(quán),對消費者的需求進行隨時了解,通過相應的營銷決策來促使消費者的隱性需求顯化出來,是網(wǎng)絡店鋪發(fā)展的一個重要決定因素。本文以網(wǎng)絡服裝消費者為例,找出消費者隱性需求顯性化的的影響因素,提出網(wǎng)絡服裝消費者隱性需求開發(fā)的影響因素模型,針對模型提出假設,并通過實證研究對所提出的假設進行驗證。實證分析的基礎上,根據(jù)數(shù)據(jù)分析結(jié)果得出結(jié)論,為網(wǎng)絡服裝銷售商提供如何開發(fā)消費者隱性需求的建議,為網(wǎng)絡服裝店鋪以及其他網(wǎng)絡店鋪獲取向消費者服務的競爭優(yōu)勢提供借鑒參考。最后,指出本研究的不足以及未來將要研究的問題。
[Abstract]:The purpose of the network market is to meet the needs of consumers, and the clothing industry is more competitive in the network market. The volatility and timeliness of clothing demand is very large. Only the research on the demand which can be clearly expressed by clothing consumers can no longer meet the changing needs of consumers through the traditional marketing methods. The development of the market is an important determinant of the development of online shops, in which consumers have the initiative to understand the needs of consumers at any time, and through the corresponding marketing decisions, the implicit needs of consumers can be brought out to be apparent, which is an important determinant of the development of online shops. This article takes the network clothing consumer as an example, finds out the influence factor of the apparent demand of the consumer's recessive demand, puts forward the influence factor model of the network clothing consumer's hidden demand development, and puts forward the hypothesis according to the model. And through the empirical study of the proposed hypothesis to verify. On the basis of the empirical analysis, based on the results of the data analysis, the conclusion is drawn, which provides suggestions for online clothing sellers on how to develop the hidden needs of consumers. For online clothing stores and other online stores to obtain the competitive advantages of consumer services to provide reference. Finally, the shortcomings of this study and the problems to be studied in the future are pointed out.
【學位授予單位】：遼寧工程技術(shù)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.86

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