本文選題：80后中韓女性 + 快速時尚品牌��； 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：中國加入WTO以后,隨著經(jīng)濟的迅速發(fā)展,人們的收入水平、教育水平及生活水平也伴隨發(fā)展起來,在消費支出模式發(fā)生了很大的變化。中國市場開始全面對外開放,服裝企業(yè)進入中國的情況不斷增加。同時在中國1980年以后出生的,改革開放以后第一獨生子女時代的80后女性消費者變換中國的消費支出模式,受服裝企業(yè)的關(guān)注。他們是以中國消費市場的核心力量引導(dǎo)中國消費文化。目前中國市場作為世界上最大的市場。韓國的服裝企業(yè),特別是快速時尚品牌企業(yè)也是加快進入中國市場。掌握中國和韓國消費者的購買行為的特征是對韓國的快速時尚品牌企業(yè)一定需要的過程。至今針對中國和韓國消費者的全體上進行的研究比較多,但是針對中韓兩國80后女性消費者比較的研究很少。因此本論文以中韓80后女性為對象,快速時尚品牌消費行為比較研究,深入探索中韓兩國消費者之間的快速時尚品牌購買行為特征的異同,為韓國的快速時尚品牌其企業(yè)制定具體的戰(zhàn)略提供有用的資料,這是有價值的工作。本論文以80中韓女性消費行為為出發(fā)點,采用理論研究和實證研究方法,對中韓兩國80后女性快速時尚品牌購買行為展開比較研究。首先,本論文運用文獻研究,對80后中韓女性快速時尚品牌購買行為相關(guān)概念進行定義和解釋:總結(jié)了80后消費者相關(guān)理論,女性消費者相關(guān)理論,服裝購買行為相關(guān)理論,快速時尚品牌相關(guān)理論以及品牌態(tài)度相關(guān)理論,形成了本論文的理論基礎(chǔ)。接著,本論針對80后中韓女性進行問卷調(diào)查,用SPSS20.0統(tǒng)計軟件對問卷數(shù)據(jù)進行頻度分析、信度分析、效度分析以及t檢驗。通過頻度分析,得出80后中韓女性消費者快速時尚品牌購買特征。另外通過t檢驗分析,得出80后中韓女性消費者快速時尚品牌購買行為的共同點和差異點。最后,本論文基于對80后中韓女性消費者快速時尚品牌購買行為比較分析的結(jié)果,在基礎(chǔ)上提出這對80后中韓女性消費群體特征的營銷策略,提供對韓國的快速時尚品牌企業(yè)參考。
[Abstract]:After China's entry into WTO, with the rapid development of economy, people's income level, education level and living standard have also developed, and the pattern of consumption expenditure has changed greatly. Chinese market begins to open to the outside world completely, the situation that clothing enterprise enters China is increasing ceaselessly. At the same time, born after 1980 in China and after the reform and opening up to the outside world, female consumers of the first one-child era changed the pattern of consumption expenditure in China, which attracted the attention of clothing enterprises. They are the core force of the Chinese consumer market to guide the Chinese consumer culture. At present, the Chinese market is the largest market in the world. South Korean apparel companies, especially fast fashion brands, are also speeding up their entry into the Chinese market. Mastering the characteristics of Chinese and Korean consumers' buying behavior is a necessary process for Korean fast fashion brands. So far, there have been many studies on Chinese and Korean consumers, but there are few studies on post-80s female consumers in China and South Korea. Therefore, this paper takes the post-80s women in China and Korea as the object, and makes a comparative study on the consumption behavior of fast fashion brands, and probes into the similarities and differences of the characteristics of the fast fashion brand purchase behavior between Chinese and Korean consumers. It is valuable work to provide useful information for Korean fast fashion brands to develop specific strategies for their companies. This paper takes 80 Chinese and South Korean women's consumption behavior as the starting point, uses the theory research and the empirical research method, carries on the comparative research to the Chinese and the Korean post-80s female fast fashion brand purchase behavior. First of all, this paper uses literature research to define and explain the concepts of Chinese and Korean women's fast fashion brand purchase behavior after 1980s. It summarizes the relevant theories of post-80s consumers, women consumers, clothing purchase behavior. Fast fashion brand theory and brand attitude theory form the theoretical basis of this paper. Then, this paper carries on the questionnaire survey to the post-80s Chinese and Korean women, carries on the frequency analysis, the reliability analysis, the validity analysis and the t-test with the SPSS20.0 statistical software to the questionnaire data. Through frequency analysis, this paper draws the characteristics of fast fashion brand purchase for Chinese and Korean women consumers after 80 s. In addition, through t-test analysis, the common points and differences of fast fashion brand purchasing behavior of Chinese and Korean women consumers after 80's are obtained. Finally, based on the results of the comparative analysis of the fast fashion brand purchasing behavior of the female consumers in the 1980s, this paper puts forward the marketing strategy of the characteristics of the female consumers in the 1980s. To provide a rapid fashion brand reference for South Korea.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.86;F274

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本文編號：1989231