关于服饰业“零干扰”服务的探究

论文编号:FZ007 论文字数:13574.页数:23

摘要：随着百货零售业的发展，服务竞争已成为取得最佳成果的最后一个法宝。为提供高质量、高境界的服务，企业加强了对销售服务方式和技巧的创新，许多新兴销售服务方式相继涌现，传统的服务模式遭到了严峻的挑战。零干扰服务是商业服务形式的再次升华，是展现城市、企业、品牌、时尚、陈列、环境、导购员等服务文化的最高境界，是传统商业向现代商业迈进的主要成功标志之一。 本文从国内服装行业营销终端服务现状入手，从理论上分析“零干扰”服务的定义和内容，分析服饰业“零干扰”服务的特征和优缺点，阐述了“零干扰”服务模式运用于服饰业销售终端的意义，探讨 “零干扰”服务在服饰业终端销售策略中运用范围及如何在服装营销终端实践运用“零干扰”服务模式。

关键词：零干扰；服务；服饰业；服务模式；营销终端

Abstract：With the development of retail, service competition has become a magic weapon for the final to achieve the best results. To provide high-quality, high-level services, enterprises enhanced the way of innovation and skills of marketing services, emerging many new services have in sales. Thus the traditional mode of service was under a serious challenge. Zero-interference services is the highest level which are the form of business services, to show the city, business, brand, fashion, display, environmental, cultural, shopping guide and other service. It is the hallmarks of a major success to transfer from a traditional to a modern commercial business. In this paper, starting from the status of the terminal service of the domestic garment industry, from the theoretical, analyzed the definition and content of the "zero-interference"　Service, analyzed the features and the advantages and disadvantages of the "zero-interference" service in apparel industry, explored the significance of the "zero-interference" service model used in the sales terminal of clothing industry , explored the scope of application of the "zero-interference" service on marketing strategies and how to use the "zero-interference" service models on sales terminal of the fashion industry.

Keywords ：zero-interference services；service；fashion industry；service model；terminal marketing

目 录

摘 要

Abstract

引　　言1

一、“零干扰”服务模式产生和发展的背景1

（一）国内服装卖场服务现状1

（二）传统服务模式的不足2

（三）服务模式的新发展3

二、“零干扰”服务模式的涵义及发展现状3

（一）“零干扰”服务的基本定义3

（二）“零干扰”服务的内容4

（三）“零干扰”服务模式的优缺点4

（四）“零干扰”服务模式的现状5

三、“零干扰”服务模式的认知度和接受度调查分析5

（一）消费者购买服装的决策因素5

（二）服装消费行为习惯6

（三）专卖店导购服务方式的选择7

（四） “零干扰”服务模式的认知度7

（五）“零干扰“服务的认可度8

（六）采用“零干扰”服务的品牌的认知度8

（七）“零干扰”服务的优点9

（八）“零干扰”服务模式的缺点9

（九）针对“零干扰”服务模式的建议9

五、对“零干扰”服务模式的思考9

（一）“零干扰”服务模式的运用10

1.“零干扰”服务的过程10

2.“零干扰”服务运用的特点10

（二）零干扰服务模式的适用范围10

六、“零干扰”服务的实践运用11

（一）“零干扰”服务模式在实践运用中容易出现的问题11

（二）对于“零干扰”服务模式运用的建议12

七、结论14

致 谢15

参考文献16

附录17