【摘要】：目前,我國中高檔中年女裝的發(fā)展前景廣闊,市場的需求量也較大,國內(nèi)外許多高端服裝企業(yè)都看好它。針對中年女性的消費行為,對服裝陳列進(jìn)行研究迫在眉睫。在該經(jīng)濟(jì)活動中,服裝陳列可以有效傳遞服裝信息、宣傳服裝特色、促進(jìn)服裝銷售,幫助中高檔中年女裝服裝企業(yè)樹立企業(yè)形象和品牌形象,對中年女裝的營銷也具有重要指導(dǎo)意義。本文通過對中年女性消費行為進(jìn)行研究、解讀,在研究方法上通過查閱大量的相關(guān)的參考書籍,從網(wǎng)絡(luò)上收集最新的關(guān)于服裝陳列的資訊,并多次到本地的多家大型服裝賣場、本地知名的服裝街進(jìn)行實地考察,并列舉了大量的相關(guān)實例圖片進(jìn)行論證：中年女性作為一個特殊的消費群體,在日常消費活動中占據(jù)了很大的比例,尤其在服裝的消費上。在服裝消費的過程中,她們得到了物質(zhì)上的滿足,還會更進(jìn)一步的尋求精神上的滿足。鑒于此種情況,研究中年女裝的服裝陳列,需要配合相應(yīng)的心理學(xué)知識,才能更符合中年女性的要求。本論文研究的中年女性消費行為下的服裝陳列,主要是針對大型的服裝賣場的服裝陳列的研究,主要研究了服裝陳列在服裝賣場中展示區(qū)的規(guī)劃,演示區(qū)的設(shè)計,陳列區(qū)的擺放規(guī)則,以及活動區(qū)的創(chuàng)建等幾個方面的發(fā)展和應(yīng)用,以及應(yīng)用在櫥窗展示設(shè)計中的相關(guān)問題。合適的服裝陳列,能引起中年女性消費者的共鳴,最終完成促銷任務(wù)。在這些功能不同的區(qū)域里,由于陳列方式也不相同,配色也不同,都會使人們產(chǎn)生不同的心理感覺。本論文研究探討了中年女性的消費心理,并在該心理的指導(dǎo)下進(jìn)行中年女性的服裝陳列,只有這樣才能更加符合中年女性朋友的消費需求,才能更好地完成促銷的目的。本論文通過研究女性的消費行為延伸到研究中年女性的消費行為,找出了它們與服裝陳列的互相作用的關(guān)系,討論了在中年女性消費行為下如何來進(jìn)行服裝陳列。結(jié)合我國服裝陳列的發(fā)展現(xiàn)狀、策略,服裝陳列設(shè)計的作用及相關(guān)因素,闡述了服裝陳列設(shè)計過程中一些可操作的方法和方案。本論文從研究中年女性的消費心理的角度出發(fā),根據(jù)中年女性的消費心理特點和行為,總結(jié)出了影響中年女性購買服裝行為產(chǎn)生重要影響的陳列終端的要素,進(jìn)一步分析中年女裝陳列的原則及應(yīng)用等一系列問題,可以為中年女性服裝品牌企業(yè)增強(qiáng)企業(yè)競爭力,構(gòu)建高效的品牌資產(chǎn)帶來一些幫助,并對中年女裝的推廣與營銷起到指導(dǎo)與促進(jìn)作用。
[Abstract]:At present, the development prospect of middle and high-grade middle-aged women's wear in our country is broad, the market demand is also big, many domestic and foreign high-end clothing enterprises are optimistic about it. According to the consumption behavior of middle-aged women, it is urgent to study the clothing display. In this economic activity, clothing display can effectively transmit clothing information, publicize clothing characteristics, promote clothing sales, and help middle-grade and high-grade women's clothing enterprises to set up enterprise image and brand image. The marketing of middle-aged women's wear also has an important guiding significance. In this paper, the consumption behavior of middle-aged women is studied and interpreted. By consulting a large number of relevant reference books, the author collects the latest information on clothing display from the Internet and goes to many large clothing stores in the local area many times. Local well-known clothing street field investigation, and cited a large number of relevant examples to demonstrate: as a special consumer group, middle-aged women in the daily consumption activities occupied a large proportion, especially in the consumption of clothing. In the process of clothing consumption, they get material satisfaction, and will further seek spiritual satisfaction. In view of this situation, it is necessary to cooperate with the corresponding psychological knowledge to study the clothing display of middle-aged women in order to meet the requirements of middle-aged women. In this paper, the clothing display under the consumption behavior of middle-aged women is mainly aimed at the clothing display of the large-scale clothing store. It mainly studies the planning of the display area and the design of the demonstration area of the clothing display in the clothing store. The development and application of the rules of display area, the creation of activity area, and the problems related to the application in window display design. Appropriate clothing display, can arouse the resonance of middle-aged female consumers, and finally complete the promotion task. In these functional areas, different display patterns and color matching will make people have different psychological feelings. This paper discusses the consumption psychology of middle-aged women, and under the guidance of the psychology, displays the clothing of middle-aged women. Only in this way, can the consumption needs of middle-aged women friends be met more, and the purpose of sales promotion can be better accomplished. In this paper, the consumption behavior of women is extended to the consumption behavior of middle-aged women, the interaction between them and clothing display is found out, and how to display clothing under the consumption behavior of middle-aged women is discussed. Combined with the present situation, strategy, function and related factors of clothing display design in China, this paper expounds some operable methods and schemes in the process of clothing display design. From the point of view of studying the consumption psychology of middle-aged women and according to the characteristics and behaviors of consumption psychology of middle-aged women, this paper summarizes the elements of display terminals which have an important impact on the behavior of middle-aged women to buy clothes. Further analysis of the principles and application of middle-aged women's clothing display can help middle-aged women's clothing brand enterprises to enhance their competitiveness and build efficient brand assets. And the promotion and marketing of middle-aged women's clothing play a role in guidance and promotion.
【學(xué)位授予單位】：齊魯工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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相關(guān)碩士學(xué)位論文 前1條

1 秦建國;S公司跨文化管理現(xiàn)狀與對策探析[D];上海交通大學(xué);2008年

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本文編號：2329597