xx服飾顧客再購(gòu)意愿研究

14000字

摘要 再購(gòu)意愿定義為顧客再充分考慮了自己的現(xiàn)狀以及其他相關(guān)條件之后，決定未來(lái)繼續(xù)購(gòu)買或使用某一廠商提供的產(chǎn)品或服務(wù)的一種決策或者傾向。研究消費(fèi)者再購(gòu)意愿有助于企業(yè)的營(yíng)銷決策對(duì)顧客的購(gòu)買決策產(chǎn)生積極的影響，從而激發(fā)顧客的再次購(gòu)買意愿。
本文從消費(fèi)者購(gòu)買決策影響因素的角度出發(fā)探討探討服裝行業(yè)的營(yíng)銷模式，完善企業(yè)的生產(chǎn)及營(yíng)銷手段，讓顧客認(rèn)同產(chǎn)品的內(nèi)在價(jià)值，讓其產(chǎn)品給購(gòu)買者和使用者留下深刻的印象，從而提升營(yíng)銷活動(dòng)的有效性和持久性，增加顧客滿意度及忠誠(chéng)度，降低營(yíng)銷成本，提高其收益。
本文主要內(nèi)容是對(duì)江蘇興化市梅蘭服飾顧客再購(gòu)意愿，通過(guò)文獻(xiàn)探討及實(shí)地調(diào)查，研究。對(duì)服裝行業(yè)消費(fèi)者再購(gòu)意愿進(jìn)行探究并對(duì)江蘇興化梅蘭服飾的營(yíng)銷管理作出針對(duì)性建議。主要包括以下幾個(gè)方面：
（1）依據(jù)對(duì)國(guó)內(nèi)外的文獻(xiàn)研究研究，對(duì)服裝行業(yè)、消費(fèi)者購(gòu)買決策理論過(guò)程和消費(fèi)者再購(gòu)意愿進(jìn)行理論分析；
（2）通過(guò)理論分析得出消費(fèi)者再購(gòu)意愿的主要可能影響因素；
（3）通過(guò)實(shí)地調(diào)查對(duì)理論分析結(jié)果進(jìn)行驗(yàn)證，并對(duì)各因素進(jìn)行深入研究。

關(guān)鍵字：服裝 消費(fèi)者行為 購(gòu)買意愿 再購(gòu)意愿


Customer repurchase intention Research of Xinghua City, Meilan clothing
ABSTRACT Repurchase intentions is defined as after full consideration of the customer and then their status as well as other relevant conditions, determine the future to continue to purchase or use a particular vendor's products or services, or the decision-making tendencies. Research on consumer repurchase intention helps companies marketing decisions have a positive influence on purchase decisions of customers so as to stimulate the customer's willingness to buy again .
This paper purchased from a consumer point of departure to explore factors making marketing model to explore the apparel industry , improve the production and marketing , customer recognition of the intrinsic value of the product, to buy their products and users impressed , so as to enhance the effectiveness and durability of marketing activities , increase customer satisfaction and loyalty , lower marketing costs and increase their revenue .
The main content of this article is Xinghua City, Jiangsu Meilan apparel customer repurchase intention , through literature review and field investigation and research. Consumers then purchase the apparel industry willingness to explore and Xinghua Merlin apparel marketing management to make specific recommendations . Include the following aspects:
( 1 ) based on current research and basic knowledge of the apparel industry , consumers and the consumer purchase decision process repurchase intention theoretical analysis ;
( 2 ) Through theoretical analysis consumer repurchase intention main factors that may affect ;
( 3 ) be verified by field survey on the theoretical analysis , and in-depth study of various factors .

Keywords clothing willingness to buy consumer behavior repurchase intention.


目錄
第一章 緒論 1
1.1 研究背景 1
1.1.1 梅蘭服飾簡(jiǎn)介 1
1.1.2 研究目的 2
1.2 研究顧客再購(gòu)意愿對(duì)服裝企業(yè)的意義 2
1.3 本研究的主要內(nèi)容和技術(shù)路線 2
1.3.1 本研究的主要內(nèi)容 2
1.3.2 本研究的技術(shù)路線 3
第二章 再購(gòu)意愿及服裝業(yè)營(yíng)銷理論綜述 3
2.1 服裝行業(yè)的營(yíng)銷理論 3
2.1.1服裝行業(yè)的特點(diǎn) 3
2.1.2 職業(yè)裝市場(chǎng)營(yíng)銷的特點(diǎn) 3
2.2 消費(fèi)者購(gòu)買決策和行為模式 4
2.2.1 廣義的消費(fèi)者決策和行為模式 4
2.2.2 服裝行業(yè)的消費(fèi)者決策和行為模式 5
2.3 再購(gòu)意愿理論 6
2.3.1再購(gòu)意愿含義 6
2.3.2 影響因素分析 6
2.3.3影響因素推測(cè) 8
2.4 研究方法 9
第三章 顧客再購(gòu)意愿研究方案設(shè)計(jì)與實(shí)施 9
3.1調(diào)研方案細(xì)則 9
3.1.1研究方法 9
3.1.2 框架構(gòu)建 10
3.2 調(diào)查問(wèn)卷設(shè)計(jì) 10
3.2.1問(wèn)卷框架 10
3.2.2問(wèn)卷設(shè)計(jì) 11
3.3 調(diào)查方法 12
3.4 數(shù)據(jù)統(tǒng)計(jì)和分析方法 13
3.4.1 數(shù)據(jù)統(tǒng)計(jì)和分析 13
3.4.2計(jì)算再購(gòu)意愿影響因素權(quán)重 13
3.4.3確定關(guān)鍵因素 13
3.5調(diào)查結(jié)果處理與分析 14
3.5.1 被調(diào)查者基本情況 14
3.5.2調(diào)查結(jié)果處理 14
第四章 改進(jìn)建議 16
4.1 產(chǎn)品價(jià)格、質(zhì)量及特色 17
4.2 品牌實(shí)力和品牌忠誠(chéng)度 18
4.3 會(huì)員卡制度 18
第五章 結(jié)論 19
致謝 20
參考文獻(xiàn) 21