快速时尚品牌消费者的购买决策模型研究
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摘要
经济的全球化深入开展,科技的迅速进步,为现有的商业模式带来了日新月异的变化。伴随服装业的蓬勃发展以及大众对服装需求的不断增加,快速时尚作为一种新兴的服装品牌经营模式,依靠先进的科技和优化管理等方式,取得了举世瞩目的成功。一些成功的国际快速时尚品牌凭借丰富的品牌管理经验、雄厚的资金以及先进的生产技术快速抢占中国零售市场,并快速扩张。由此也引发市场竞争加剧,我国服装企业正面临着巨大压力。同时,消费者作为企业竞争的最主要资源,已成为现代市场营销理念的中心。因而,如何以消费者购买决策为出发点,通过借鉴和分析快速时尚模式,采取适合国内服装企业的经营对策,已成为业界关心的课题。
本研究围绕“快速时尚模式”和“消费者购买决策”两条线索展开,通过文献研究、服装业人士的深度访谈、市场调研等方法,剖析快速时尚品牌的营销特色,深入挖掘快速时尚模式。同时,借鉴消费者决策行为影响因素之间的关系,提出若干假设,并根据在社会学、经济学、心理学应用比较广泛的结构方程(Structural Equation Model,简称SEM),建立快速时尚品牌消费者的购买决策模型。选取八个国际知名并已进驻国内市场的快速时尚品牌进行市场调研,获得了296份有效样本,利用统计软件SPSS16.0和结构方程模型软件AMOS7.0对数据的信度、效度和模型的拟合度进行解析,以此获得相关的结果。
主要研究内容和成果如下：
①快速时尚模式的发展与IT技术的飞速发展、供应链管理的优化和物流的专业化密不可分；这一模式整合并高效运用了快速反应、敏捷零售、长尾理论以及制造零售一体化等现代化经营理念；核心元素是：时尚、快速、稀缺、低价；快速时尚品牌具有敏捷精确的反应能力、款多量少的产品构成、相对低价的销售策略、高效利用的终端网络的四大营销特色。
②快速时尚品牌目标顾客是16-29岁追逐时尚的年轻群体,他们接受了良好的教育,主要是学生或者一般职员,月可支配收入在3,000元以下；被调查的八个国际知名快速时尚品牌中,H&M占据着国内市场的第一位,且顾客忠诚度高,主要指标领先于其他品牌；快速时尚品牌的产品得到消费者较高的认可,但是品牌的沟通策略尚不理想。四个营销因素重要性排序分别是价格策略、终端策略、沟通策略和产品属性。
③提出的八项假设中有七项假设成立。快速时尚品牌对消费者购买行为的影响最大,存在直接积极影响和间接消极影响两种,并且直接影响远大于间接影响；时尚环境对购买行为影响并不大；个人因素对购买行为产生了直接消极影响。
④提出将研究结果运用于企业的构想。结合目标企业美邦的现状,从价格策略、终端策略、沟通策略和产品策略进行了探讨。同时,考虑到企业的长期发展利益,提出建立社会责任机制的建议。
论文研究和建立的服装快速时尚品牌消费者购买决策模型,对我国服装企业掌握国内消费者购买行为规律以及实施快速时尚品牌战略决策具有参考价值。
The economic globalization and scientific development have brought rapid changes to existing business model. As a new operational model, fast fashion has made tremendous achievements by ways of analyzing the industrial nature, advanced technology integration and management optimization, all of which are coupled with the flourishing costume industry and people's increasing demand for clothing. Some successful international brands seized China's retail market and outspreaded their occupation quickly with their wealthy experience in brand management, huge amounts of money and advanced technology of manufacture, which made market competition increasingly intensive and greatly pressed on costume enterprises. Meanwhile, consumers, as the main source in the enterprise competitions, have become the focus of modern marketing. The topic of this thesis is how to develop an operation strategy for domestic clothing enterprises by studying costumer purchase decision model and analyzing model of fast fashion.
This research developed following two clues, fast fashion and costumer purchase decision. Paper studying, intensive interview with professionals in apparel industry and market research were used to analyze the marketing characteristics of fast fashion brands and explore the fast fashion model. Hypotheses were provided by referring the correlations between factors of consumer purchase decision, and model of consumer purchase decision was built with the help of Structural Equation Model (SEM), which is widely used in sociology, economics and psychology. Eight international fast fashion brands that had entered the domestic market were chosen as cases for marketing research and 296 valid samples obtained. Descriptive analysis, reliability and validity verification, and fitting analysis of data were analyzed by AMOS 7.0 and SPSS 16.0.
Achievements are shown as following:
①Fast fashion model develops with IT, supply chain management optimization and logistics specialization. This model integrated and implemented modern marketing ideas like quick response, lean retailing, the long tail theory and SPA(Special Store Retailer of Private Label Apparel). And essential elements were achieved:fashion, celerity, rarity and low price. Ability of quick and accurate response, more styles and less amount, relative low price and high efficient terminals were considered to be the four characteristics of fast fashion.
②Fast fashion brands focus their target customers on 16-35 years old young people. These people, most of who are students and ordinary staff are considered to be well-educated and get over 3,000 disposable personal incomes. Among the eight brands, H&M has the most market occupation, and the highest consumer loyalty, which keep H&M ahead. The products of fast fashion brands were approved by consumers, but communication didn't do well. Four marketing factors are sorted by significance as:pricing strategy, terminal strategy, communication strategy and attribute of product.
③Seven of eight hypotheses presented in this thesis are true, among which fast fashion brand influences most. This crucial influence is consisted of direct positive influence and indirectly negative influence, and the direct influence is far more important than the indirect one. Fashion environment is not as significant as fast fashion brand. Individual factor brings a direct negative influence on buying behavior.
④Concept of putting the research result into practice is brought forward. According to the actuality of target enterprise Meters/Bonwe, pricing strategy, terminal strategy, communication strategy and product strategy were discussed. Meanwhile, long-term developing interest for the enterprise considered, setting up social responsibility system is proposed.
Consumer purchase decision-making model of fast fashion built in this thesis provides references to our apparel enterprises on holding the rules of consumer purchase decision-making behavior and implementing fast fashion brand strategy.
本研究围绕“快速时尚模式”和“消费者购买决策”两条线索展开,通过文献研究、服装业人士的深度访谈、市场调研等方法,剖析快速时尚品牌的营销特色,深入挖掘快速时尚模式。同时,借鉴消费者决策行为影响因素之间的关系,提出若干假设,并根据在社会学、经济学、心理学应用比较广泛的结构方程(Structural Equation Model,简称SEM),建立快速时尚品牌消费者的购买决策模型。选取八个国际知名并已进驻国内市场的快速时尚品牌进行市场调研,获得了296份有效样本,利用统计软件SPSS16.0和结构方程模型软件AMOS7.0对数据的信度、效度和模型的拟合度进行解析,以此获得相关的结果。
主要研究内容和成果如下：
①快速时尚模式的发展与IT技术的飞速发展、供应链管理的优化和物流的专业化密不可分；这一模式整合并高效运用了快速反应、敏捷零售、长尾理论以及制造零售一体化等现代化经营理念；核心元素是：时尚、快速、稀缺、低价；快速时尚品牌具有敏捷精确的反应能力、款多量少的产品构成、相对低价的销售策略、高效利用的终端网络的四大营销特色。
②快速时尚品牌目标顾客是16-29岁追逐时尚的年轻群体,他们接受了良好的教育,主要是学生或者一般职员,月可支配收入在3,000元以下；被调查的八个国际知名快速时尚品牌中,H&M占据着国内市场的第一位,且顾客忠诚度高,主要指标领先于其他品牌；快速时尚品牌的产品得到消费者较高的认可,但是品牌的沟通策略尚不理想。四个营销因素重要性排序分别是价格策略、终端策略、沟通策略和产品属性。
③提出的八项假设中有七项假设成立。快速时尚品牌对消费者购买行为的影响最大,存在直接积极影响和间接消极影响两种,并且直接影响远大于间接影响；时尚环境对购买行为影响并不大；个人因素对购买行为产生了直接消极影响。
④提出将研究结果运用于企业的构想。结合目标企业美邦的现状,从价格策略、终端策略、沟通策略和产品策略进行了探讨。同时,考虑到企业的长期发展利益,提出建立社会责任机制的建议。
论文研究和建立的服装快速时尚品牌消费者购买决策模型,对我国服装企业掌握国内消费者购买行为规律以及实施快速时尚品牌战略决策具有参考价值。
The economic globalization and scientific development have brought rapid changes to existing business model. As a new operational model, fast fashion has made tremendous achievements by ways of analyzing the industrial nature, advanced technology integration and management optimization, all of which are coupled with the flourishing costume industry and people's increasing demand for clothing. Some successful international brands seized China's retail market and outspreaded their occupation quickly with their wealthy experience in brand management, huge amounts of money and advanced technology of manufacture, which made market competition increasingly intensive and greatly pressed on costume enterprises. Meanwhile, consumers, as the main source in the enterprise competitions, have become the focus of modern marketing. The topic of this thesis is how to develop an operation strategy for domestic clothing enterprises by studying costumer purchase decision model and analyzing model of fast fashion.
This research developed following two clues, fast fashion and costumer purchase decision. Paper studying, intensive interview with professionals in apparel industry and market research were used to analyze the marketing characteristics of fast fashion brands and explore the fast fashion model. Hypotheses were provided by referring the correlations between factors of consumer purchase decision, and model of consumer purchase decision was built with the help of Structural Equation Model (SEM), which is widely used in sociology, economics and psychology. Eight international fast fashion brands that had entered the domestic market were chosen as cases for marketing research and 296 valid samples obtained. Descriptive analysis, reliability and validity verification, and fitting analysis of data were analyzed by AMOS 7.0 and SPSS 16.0.
Achievements are shown as following:
①Fast fashion model develops with IT, supply chain management optimization and logistics specialization. This model integrated and implemented modern marketing ideas like quick response, lean retailing, the long tail theory and SPA(Special Store Retailer of Private Label Apparel). And essential elements were achieved:fashion, celerity, rarity and low price. Ability of quick and accurate response, more styles and less amount, relative low price and high efficient terminals were considered to be the four characteristics of fast fashion.
②Fast fashion brands focus their target customers on 16-35 years old young people. These people, most of who are students and ordinary staff are considered to be well-educated and get over 3,000 disposable personal incomes. Among the eight brands, H&M has the most market occupation, and the highest consumer loyalty, which keep H&M ahead. The products of fast fashion brands were approved by consumers, but communication didn't do well. Four marketing factors are sorted by significance as:pricing strategy, terminal strategy, communication strategy and attribute of product.
③Seven of eight hypotheses presented in this thesis are true, among which fast fashion brand influences most. This crucial influence is consisted of direct positive influence and indirectly negative influence, and the direct influence is far more important than the indirect one. Fashion environment is not as significant as fast fashion brand. Individual factor brings a direct negative influence on buying behavior.
④Concept of putting the research result into practice is brought forward. According to the actuality of target enterprise Meters/Bonwe, pricing strategy, terminal strategy, communication strategy and product strategy were discussed. Meanwhile, long-term developing interest for the enterprise considered, setting up social responsibility system is proposed.
Consumer purchase decision-making model of fast fashion built in this thesis provides references to our apparel enterprises on holding the rules of consumer purchase decision-making behavior and implementing fast fashion brand strategy.
引文
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