本文選題：體驗(yàn)營(yíng)銷　切入點(diǎn)：定制男裝　出處：《北京服裝學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)環(huán)境的發(fā)展變化,男士對(duì)于服裝的選擇不再保守單一,對(duì)定制男裝的需求逐步提高,定制已成為一種風(fēng)尚。定制男裝的核心是能夠提供給消費(fèi)者全面的定制體驗(yàn),培養(yǎng)良好的客戶體驗(yàn),開展體驗(yàn)營(yíng)銷已成為企業(yè)實(shí)施品牌戰(zhàn)略的又一個(gè)新的訴求點(diǎn)。對(duì)定制男裝行業(yè)體驗(yàn)營(yíng)銷影響顧客購(gòu)買意愿的機(jī)制進(jìn)行分析,從而為企業(yè)的實(shí)際營(yíng)銷操作提供新的方法,于品牌有十分積極的意義。本文首先通過(guò)文獻(xiàn)研究,借鑒Schmitt所提出的體驗(yàn)營(yíng)銷及策略體驗(yàn)?zāi)K的相關(guān)概念,在回顧體驗(yàn)營(yíng)銷、購(gòu)買意愿相關(guān)理論的基礎(chǔ)上,結(jié)合定制男裝的特點(diǎn),構(gòu)建了定制男裝體驗(yàn)營(yíng)銷的五個(gè)維度對(duì)顧客購(gòu)買意愿影響的理論模型,并通過(guò)實(shí)證研究對(duì)模型進(jìn)行了驗(yàn)證,并得出結(jié)論:(1)定制男裝體驗(yàn)營(yíng)銷對(duì)顧客購(gòu)買意愿有顯著的正向影響。(2)由回歸分析結(jié)果可知,定制男裝感官體驗(yàn)營(yíng)銷、情感體驗(yàn)營(yíng)銷、行動(dòng)體驗(yàn)營(yíng)銷、關(guān)聯(lián)體驗(yàn)營(yíng)銷對(duì)顧客購(gòu)買意愿存在顯著的程度不同的正向影響,定制男裝思考體驗(yàn)營(yíng)銷對(duì)顧客購(gòu)買意愿的影響未達(dá)到顯著水平而沒(méi)有正向的影響。最后,根據(jù)上述研究結(jié)果,以定制男裝體驗(yàn)營(yíng)銷的概念性框架為基礎(chǔ),本文對(duì)定制男裝企業(yè)如何通過(guò)體驗(yàn)營(yíng)銷來(lái)刺激顧客購(gòu)買意愿提出了相應(yīng)的對(duì)策和建議。
[Abstract]:With the development of social environment, men's choice of clothing is no longer conservative, the demand for custom-made men's wear has gradually increased, customization has become a fashion. The core of custom-made men's wear is to provide consumers with a comprehensive custom-made experience. Cultivating good customer experience and developing experience marketing has become another new demand point for enterprises to implement brand strategy. So it provides a new method for the actual marketing operation of enterprises, which has a very positive significance in the brand. Firstly, through the literature research, this paper refers to the related concepts of experience marketing and strategy experience module put forward by Schmitt, and reviews the experience marketing. On the basis of the relevant theory of purchase intention, combined with the characteristics of custom-made men's wear, this paper constructs a theoretical model of the influence of five dimensions of custom-made men's wear experience marketing on customer's willingness to buy, and verifies the model through empirical research. And draw the conclusion: 1) the custom-made men's clothing experience marketing has significant positive influence on the customer's purchase intention. (2) from the regression analysis result, the custom men's wear sensory experience marketing, the emotion experience marketing, the action experience marketing, the custom men's wear sensory experience marketing, the action experience marketing. Related experience marketing has significant positive influence on customer's purchase intention. The influence of custom-made men's clothing experience marketing on customer's purchase intention is not significant, but not positive. Finally, according to the above research results, the influence of experience marketing on customer's purchase intention is not significant. Based on the conceptual framework of custom-made men's wear experience marketing, this paper puts forward corresponding countermeasures and suggestions on how custom men's wear enterprises can stimulate customers' purchase intention through experience marketing.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F713.55;F426.86

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