本文選題：消費者需求 + “敏感度”��； 參考：《浙江理工大學》2015年碩士論文

【摘要】：隨著服裝賣場市場競爭環(huán)境越來越激烈，賣場陳列正越來越受到企業(yè)管理層的重視。良好的賣場陳列能夠第一時間展示出用戶需要的商品，促進消費者有效實現(xiàn)沖動型購買。在這種形勢下，基于消費者需求“敏感度”的賣場陳列管理越來越受到國內外行業(yè)專家學者的關注。依據(jù)消費者購物心理的銷售模式展開的賣場陳列師級獲得了良好的營銷效果，并且快速向各個領域擴展。該理論通過對商品進行有效分類，根據(jù)不同類型的消費者“敏感度”訴求與品牌本身進行架接，以最精準的方式在吸引消費者的同時，將品牌優(yōu)勢最大限度的展現(xiàn)給目標消費群，以進而達到商品快速展示，連帶銷售的目的。本文就是依據(jù)這樣的研究背景，從消費者對于服裝本身的需求出發(fā)，對服裝賣場陳列問題進行了分析。以主力消費群體為具體的研究案例，詳細分析了從消費者“敏感度”出發(fā)的品牌賣場陳列要求。通過本文的分析可以看出，從消費者“敏感度”出發(fā)，不僅可以更好的達到吸人眼球的陳列效果，更能將品牌的理念和主推品類以最完整的狀態(tài)快速的加以詮釋，能夠實現(xiàn)把用戶最需求的商品第一時間展現(xiàn)給顧客。但僅僅展現(xiàn)出來是不夠的，需要通過多重營銷要素和商品組合的應用，提高商品對用戶的吸引力。進而形成以消費者需求對品牌的體驗“敏感度”為基礎，，多重營銷策略有機組合的服裝賣場陳列策略。通過本文研究，對現(xiàn)服裝賣場在商品組合及陳列方面的單一性和不足進行分析，提出從消費者對品牌“敏感度”出發(fā)、有機地組合多重營銷要素、優(yōu)化品牌服裝賣場的陳列設計對策，對促進服裝銷售業(yè)績具有借鑒作用和參考價值。
[Abstract]:With the increasingly competitive environment in the clothing store market, the store display is being paid more and more attention by the enterprise management.A good store display can display the goods that the user needs in the first time, and promote the consumer to realize the impulse purchase effectively.In this situation, the display management based on the "sensitivity" of consumer demand is paid more and more attention by domestic and foreign experts and scholars.According to the sales mode of the consumer shopping psychology, the store display division level obtains the good marketing effect, and expands rapidly to the various fields.This theory effectively classifies the goods, according to the different types of consumers'"sensitivity" demands and brand itself, in the most accurate way to attract consumers at the same time,To maximize the brand advantages to the target consumer group, in order to achieve the rapid display of goods, associated with the purpose of sales.Based on this research background, this paper analyzes the display problem of clothing store from the consumer's demand for clothing itself.Taking the main consumer group as the specific research case, this paper analyzes in detail the requirements of the brand store display based on the consumer's "sensitivity".Through the analysis of this paper, we can see that starting from the consumer's "sensitivity", not only can the display effect of attracting people's eyeball be better achieved, but also the brand concept and the main push category can be interpreted quickly in the most complete state.Can achieve the customer's most needed goods the first time to show to the customer.However, it is not enough to show it. It is necessary to improve the attractiveness of products to users through the application of multiple marketing elements and commodity combinations.Then, the display strategy of clothing store is formed based on the experience sensitivity of consumer demand to brand and the organic combination of multiple marketing strategies.Through the research of this paper, the author analyzes the singularity and deficiency of the present clothing store in the aspect of commodity combination and display, and puts forward that, starting from the consumer's "sensitivity" to the brand, it organically combines the multiple marketing elements.To optimize the display design of the brand clothing store has the reference function and the reference value to promote the clothing sale achievement.
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：J525.2

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