本文關(guān)鍵詞： 隱喻誘引技術(shù) 心智模式 共識(shí)圖 消費(fèi)者行為　出處：《西南交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：對市場營銷進(jìn)行研究時(shí),消費(fèi)者和產(chǎn)品都是研究的針對對象,研究者或研究產(chǎn)品特性,或研究消費(fèi)者的消費(fèi)預(yù)期。然而將消費(fèi)者行為預(yù)期與產(chǎn)品特性連接起來,研究二者之間的關(guān)系才能更大限度的了解市場。在市場營銷以往的研究中,通常是使用量化研究對某種現(xiàn)象假設(shè)進(jìn)行測量,但是不能全面的挖掘數(shù)據(jù)。質(zhì)性研究常常用于挖掘某研究對象的整體性的全面的信息,而量化研究用于對研究者的某一個(gè)既定的假設(shè)進(jìn)行測量。本文是通過選取質(zhì)性研究的方法,主要是通過zmet隱喻誘引技術(shù)對休閑服裝的青年和中年市場進(jìn)行信息挖掘,構(gòu)畫心智模式圖進(jìn)行比較。方法本身是帶有自我檢驗(yàn)機(jī)制的,訪談步驟會(huì)出現(xiàn)的重復(fù)的內(nèi)容,這可以查看整理的內(nèi)容,看二者是否符合。訪談實(shí)驗(yàn)進(jìn)行之初,首先根據(jù)個(gè)人涉入度量表選取對休閑服裝涉入度較高的受訪者,以確保實(shí)驗(yàn)數(shù)據(jù)的有效性。在此基礎(chǔ)上,從青年人和中年人兩個(gè)年齡層的符合高涉入度標(biāo)準(zhǔn)的人群中個(gè)選取8人作為受訪者。由受訪者按照自己的意愿,從不是休閑服裝本身的圖片中,選取能代表自己對休閑服裝看法感受的圖片,通過訪談的方式與研究人員進(jìn)行實(shí)驗(yàn)。實(shí)驗(yàn)操作者需要借助方法目的鏈。攀梯法、凱利方格法對受訪者進(jìn)行引導(dǎo),然后借助ISM的計(jì)算程序進(jìn)行個(gè)人心智模式地圖的構(gòu)建。調(diào)整后的個(gè)人心智地圖是構(gòu)建共識(shí)圖的依據(jù),構(gòu)建共識(shí)圖后將兩個(gè)年齡組的共識(shí)圖進(jìn)行比較分析,結(jié)合在訪談過程中獲得的感官資料,對企業(yè)提出市場營銷策略建議。得出結(jié)果是兩個(gè)年齡組的受訪者提供的相應(yīng)年齡層的共識(shí)圖。其中,在青年組的共識(shí)圖中,可以得到緩解壓力、更好的工作、健康、自信等兒個(gè)中心構(gòu)念,代表消費(fèi)者對休閑服裝的感受；在中年組的共識(shí)圖中,以成功這一構(gòu)念為中心,代表中年消費(fèi)人群對于休閑服裝的訴求,希望擁有良好的社會(huì)關(guān)系,同時(shí)提升自我以達(dá)到更好的工作的目的,他們認(rèn)為和諧的家庭生活需要有成功的事業(yè)作為保障。
[Abstract]:In the study of marketing, consumers and products are the target of the research, researchers or research product characteristics, or study consumer consumption expectations. However, consumer behavior expectations and product characteristics are linked together. Research the relationship between the two to better understand the market. In previous studies of marketing, quantitative research is usually used to measure a certain phenomenon hypothesis. Qualitative research is often used to mine the holistic and comprehensive information of a certain research object. The quantitative study is used to measure a given hypothesis of the researcher. Mainly through the zmet metaphor inductive technology to the leisure clothing youth and the middle-aged market information mining, constructs the mental pattern diagram carries on the comparison. The method itself has the self-examination mechanism. Interview steps will appear repetitive content, this can be reviewed to see if the two are consistent. At the beginning of the interview experiment, the first according to the personal involvement measurement table to select a higher degree of casual clothing involvement of the interviewees. In order to ensure the validity of the experimental data. On this basis, eight participants were selected from two age groups, young and middle-aged, who met the high level of involvement. The respondents were asked to do so according to their own wishes. Never casual clothing itself, choose the image that can represent their own perception of leisure clothing, through interviews with the researchers to experiment. The experimental operator needs to use the method chain of purpose, climbing ladder method. Kelly's lattice method was used to guide the interviewees, and then the personal mental model map was constructed with the help of ISM. The adjusted personal mental map was the basis of the consensus map. After constructing the consensus map, the consensus map of the two age groups was compared and analyzed, combined with the sensory data obtained during the interview. Put forward marketing strategies to the enterprise. The result is the two age groups of respondents provided by the corresponding age group consensus map. Among them, in the youth group consensus map, can be relieved the pressure, better work. Health, self-confidence and so on child center structure, represents the consumer to the leisure clothing feeling; In the consensus map of the middle age group, taking success as the center, it represents the demand of the middle-aged consumer for leisure clothing, hoping to have good social relations, and at the same time to promote themselves to achieve a better job purpose. They believe that a harmonious family life requires a successful career as a guarantee.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.86;F713.55

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