论文编号:FZ005 论文字数:10092.页数:18
摘要：中国加入WTO以后，许多国际女装品牌相续进入国内市场，使得国内女装零售业面临巨大挑战。随着社会的发展人们的消费观念和行为也在逐渐发生变化，从开始追求商品本身品质开始向追求商品附加值转变（如服务质量、卖场环境、服装陈列等）。为了面对国外市场对中国女装零售业的冲击，适应新时代消费者的需求，国内女装零售业也在发生改变，从传统的单一追求商品的销售量，到现在对卖场环境、氛围以及服务质量的高品质要求。这些转变当中起关键作用的就是终端零售人员，而今后女装终端竞争的关键也就是终端零售人员的竞争。本文主要消费者心理为基础，结合女装零售业发展的现状和趋势，以杭州本土品牌为研究对象，对男性导购在国内女装零售中的作用展开探讨和研究，最终为本土的女装品牌终端零售的发展提供一些参考。
关键词：消费心理； 女装终端零售； 男导购
Abstract：China‘s accession to the WTO, many international brand of women’s continued access to the domestic market, making the domestic women‘s retail sector isfacing enormous challenges.With the social development of people’s consumer attitudes and behavior are gradually changing, from the beginning of the pursuit of the quality of the product itself began to change in the pursuit of value-added products (such as service quality, store environment, and clothing on display, etc.) In order to face the retail industry of China‘s women’s shocks from the foreign markets , to adapt to the new era of consumer demand, the domestic women‘s retail sector is also changed, from simply the pursuit of the traditional sales of goods to the stores now for the environment, atmosphere and quality of service high-quality. Among these changes is to play a critical role in the retail terminal personnel, and the future competitiveness of key women’s terminal is also the competitiveness of retail staff terminal. This article is based on consumer psychology, combined with the retail women‘s status and trends of development in order to Hangzhou to study the local brands, for men guide women in the domestic retail role in the exploration and study, the women’s final for the local brand retail terminal provide some reference.
Key words：Customer psychology； Women terminal retail market ； Male salesman
目 录
摘要1
Abstract2
目 录3
一 引言4
二 研究背景4
（一） 女装市场的特点4
（二） 导购的作用5
（三） 影响导购作用的相关因素7
三 探究性别对女装终端零售的影响8
（一）男性导购能够为我提供更好的审美建议9
（二）女性导购能够提供更好的功能性建议，因为她们更了解女性10
四 验证性调研分析10
（一） 问卷设计和调研10
（二） 问卷数据整理分析11
（三） 总结12
五 实际案例的分析13
六、总 结14
（一）研究结论14
（二）营销建议15
致 谢15
参考文献16
附录一17
男性导购对女装终端零售作用的探讨与研究......