xx男裝新品的顧客采納行為研究

24000字

摘要： 服裝行業(yè)是一個(gè)極具有活力的、時(shí)效性極強(qiáng)的行業(yè)，它的產(chǎn)品種類繁多，周期短，一般不會(huì)超過半年。由于社會(huì)和經(jīng)濟(jì)的發(fā)展，商業(yè)社會(huì)的激烈競(jìng)爭(zhēng)，用戶需求的個(gè)性化以及信息化社會(huì)的影響，人們對(duì)于服裝的要求已不僅僅局限于它的性價(jià)比、實(shí)用性這些基礎(chǔ)的方面了，越來越多人開始更加注重服裝的風(fēng)格、工藝、款式、品牌、流行性等方面。
本文以顧客對(duì)于紅豆男裝新品采納的行為為研究對(duì)象，主要是從男裝新品、消費(fèi)者心理和行為、新品營(yíng)銷策略三個(gè)方面加以闡述。首先對(duì)于本文的研究背景、目的、意義以及中國男裝行業(yè)和紅豆男裝生活館的基本現(xiàn)狀進(jìn)行簡(jiǎn)要說明，然后揭示了男裝新品的定義和特性以及影響顧客采納服裝新品因素的理論分析，然后使用問卷的方法分析消費(fèi)者對(duì)于男裝新品的采納情況，最終為紅豆集團(tuán)的男裝新品策略提供有效的建議與意見。希望本文能夠?yàn)榧t豆男裝的新品推廣和顧客采納提供有益的幫助，讓紅豆男裝在國內(nèi)市場(chǎng)上站穩(wěn)腳跟，從而獲得長(zhǎng)遠(yuǎn)的利益，同時(shí)希望為男裝行業(yè)其它的品牌提供幫助。

關(guān)鍵詞：新產(chǎn)品 影響因素 顧客采納 開發(fā)策略


The Study On Customers' Adoption Behavior Of New Hongdou Men's Clothing
Abstract: Clothing industry is a very dynamic, strong timeliness industry, its product has some features such as variety, short cycle, generally not more than half a year. Because of the development of society and economy, the fierce competition in the commercial society, personalized users’ requirements and the influence of the information society, people’s requirement of clothing is not only confined to the basic aspects such as its price, the practicability, more and more people begin to pay more attention to the style of clothing, crafts, design, brand, epidemic, etc.
This essay makes the customer adoption behavior of Hongdou men's new product as the research object, mainly discusses three aspects including men's clothing, consumer psychology and behavior about new products, new product marketing strategy. Firstly, this article research background, purpose, significance, and men's wear industry in China and the basic present situation of the Hongdou men's living house are explained briefly. And then it reveals the definition and features of the men's new products and theory analysis of the factors affecting customer adoption of clothing products, moreover, it uses the method of questionnaire to analyse consumers’ adoption of men's new clothing, ultimately to provide effective Suggestions and opinions for Hongdou men's new clothing strategies. Hoping this article can provide beneficial help to promote Hongdou's new products and customers’ adoption and make the Hongdou men's clothing have a foothold in the domestic market in order to gain long-term interests, at the same time, I want it can help the other men's wear industry brands.
Keywords: new product affecting factors consumer adoption development strategy

目錄
第1章 導(dǎo)論 1
1.1研究背景、目的和意義 1
1.1.1研究背景 1
1.1.2研究目的和意義 2
1.2中國男裝行業(yè)的基本現(xiàn)狀研究 3
1.3紅豆男裝生活館的基本現(xiàn)狀研究 7
1.4男裝新產(chǎn)品的定義和特性 9
1.4.1男裝新產(chǎn)品的定義 9
1.4.2男裝新產(chǎn)品的特性 11
第2章 影響顧客采納男裝新品的因素的理論分析 12
2.1外部因素 12
2.1.1新品的價(jià)格 12
2.1.2服裝品牌 12
2.1.3模特服裝搭配 13
2.1.4時(shí)尚媒體 13
2.1.5參照群體 13
2.1.6新品的新奇度與與眾不同的風(fēng)險(xiǎn) 13
2.1.7新品的功能 14
2.1.8新品的風(fēng)格 14
2.1.9新品的服務(wù) 14
2.1.10新品的包裝 15
2.1.11新品的面料 15
2.2消費(fèi)者個(gè)人影響因素 15
2.2.1性別 15
2.2.2年齡 16
2.2.3學(xué)歷、收入、職業(yè) 16
第3章 顧客采納紅豆男裝新品行為的實(shí)證分析 18
3.1問卷內(nèi)容說明 18
3.1.1具體指標(biāo)說明 18
3.1.2關(guān)鍵指標(biāo)說明 18
3.2缺失數(shù)據(jù)預(yù)處理 19
3.3問卷處理方法 19
3.4樣本數(shù)據(jù)的處理結(jié)果 19
第4章 提升顧客對(duì)紅豆男裝新產(chǎn)品采納率的建議 35
4.1男裝新產(chǎn)品開發(fā)前期調(diào)研 35
4.1.1男裝新產(chǎn)品調(diào)研意義 35
4.1.2男裝新產(chǎn)品調(diào)研方法 35
4.2男裝新產(chǎn)品的開發(fā)主要策略 37
4.2.1不同性別、年齡段、學(xué)歷的營(yíng)銷策略 37
4.2.2新品定價(jià)策略 37
4.2.3服裝品牌策略 38
4.2.4媒體推廣策略 38
4.2.5面料改進(jìn)型策略 39
4.2.6利用參照人群策略 40
4.2.7功能創(chuàng)新策略 40
4.2.8風(fēng)格創(chuàng)新策略 41
4.2.9服務(wù)異樣化策略 41
4.2.10新品包裝策略 41
結(jié)論 43
致謝 45
參考文獻(xiàn) 46
附錄 48