基于服装陈列的消费行为研究  

The Visual Merchandising Fashion Display Influence in Consumer Behavior

作　　者：胡滢[1] 

机构地区：[1]浙江理工大学服装学院,浙江杭州310018

出　　处：《山东纺织经济》2011年第4期41-43,共3页Shandong Textile Economy

摘　　要：随着服装市场竞争日趋激烈、越来越多的服装企业开始意识到以消费为主导的市场竞争策略的重要性。在对服装陈列相关要素和消费者购买行为的相关理论进行分析的基础上,采用定性和定量相结合的方法,总结归纳出对消费者购买行为产生重要影响的服装陈列的各个因子。在此基础上进行了实践调查和实证分析,并采用聚类分析的方法,得到细分人群。With the increasingly competitive,more and more fashion companies realized the importance of consumption-lead strategy in market competition.Based on the visual merchandising fashion display related factors and consumer behavior analysis in theory,the thesis summarized fashion display＇s various factors which intensely impacted the buying behavior of consumers,by using a combination of qualitative and quantitative method.By investigation and using of cluster analysis method,the author divided consumers into the sub-population.

关 键 词：服装陈列 消费者行为 细分人群 

分 类 号：F713.7[经济管理—产业经济] F014.5