Showroom模式下的服装买手与设计师服务满意度实证研究  

Empirical research on service satisfaction between fashion buyer and designer under Showroom system

作　　者：任力[1,2] 刘海娟[1] 

机构地区：[1]浙江理工大学服装学院,浙江杭州310018 [2]浙江理工大学浙江省服装工程技术研究中心,浙江杭州310018

出　　处：《纺织学报》2017年第1期157-162,共6页Journal of Textile Research

基　　金：浙江省科技厅软科学项目(2014C35029);浙江省社科联项目(2013N078)

摘　　要：针对我国服装Showroom在引导市场需求及挖掘设计人才方面存在的不足,以及买手与设计师双方利益难以平衡的问题,通过对国内资深买手与设计师进行问卷调研,建立研究模型,分析得出双方对Showroom满意度的影响因素及权重。研究表明:买手考虑的因素依次为Showroom设计师影响力与品牌独有性、产品门类组合、订货交期与补货能力等;设计师考虑的因素依次为Showroom所在地点、公关推广宣传能力、培训服务等;双方都希望Showroom给予商品管理方面的专业培训及更为简单高效的订货流程;我国服装Showroom可以从加强公关推广宣传及培训能力等方面提升服务满意度,进一步强化其在买手与设计师之间的桥梁作用。Aiming at the problems on the weakness of the efforts on leading customer need and discovering excellent designers and the unbalance between buyers and designers, questionnaires and survey were carried out on the experienced designers and buyers. By building a model according to the survey results, a conclusion of the affect elements and their weights were drawn. What the elements buyers concern about are the influence of the designers and the brand exclusivity, product assortment, order＇s lead time and replenishment ability. What the designers concern about are Showroom location, publicity and promotional ability of the Showroom and the merchandising training service, etc. Both of them hope Showroom supply merchandising management courses, more efficient ordering procedure. Chinese Showroom should improve their service satisfaction by strengthening the public promotional ability and training ability, so as to tighten the link between buyer and designer.

关 键 词：展厅 买手 服装设计师 服务满意度 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]