消费者行为实证研究毕业论文.docVIP

毕业论文 （20_ _届） 消费者行为实证研究 摘 要 随着影响消费者行为的各种因素的快速发展和变化，企业面临日益严峻但又充满刺激性的挑战，必须从根本上了解消费者的消费需求，研究消费者的消费心理，有针对性地设计、生产符合消费者需求的产品。浙江嵊州是中国最大的领带生产加工、批发销售和外贸出口基地，而巴贝集团有限公司是嵊州领带企业的龙头企业，全球生产规模最大的高档领带生产企业消费者行为分析Abstract With the influence of various factors of consumer behavior the rapid development and change, enterprises are facing increasingly severe but full of excitant challenge, must fundamentally understanding consumer demand, the consumers consumption psychology, purposeful design, production to conform to the consumer demand. Zhejiang shengzhou tie is Chinas largest production processing and wholesale sales and export base, and he group Co., LTD. Is the shengzhou tie enterprises leading enterprises, the largest global production of high-grade tie production enterprise. Therefore, shengzhou tie industry situation can more real and overall situation of Chinas tie industry representatives. This rule in shengzhou tie consumer behavior as the research object, the ground to the market investigation and survey design, and SPSS statistical system, the paper from four aspects to consumer behavior for empirical research. The first part the introduction, this paper expounds the research background, significance, the research question, put forward the definition of object, basic thoughts and methods. The second part introduction to the theory of consumer behavior, this paper expounds the meaning of consumer behavior, the characteristic, the influence factors, research necessity. The third part shengzhou tie consumer behavior rule the empirical analysis, including the company profile, investigation process, the survey data analysis and empirical analysis conclusion. The fourth part based on the empirical analysis conclusion forward the countermeasures and proposals. Keywords：shengzhou； babei tie；Consumers behavior 目 录 1 绪论 1 1.1 研究背景 1 1.2研究意义 1 1.3研究方法和思路 2 1.3.1研究方法 2 1.3.2研究思路 2 2 消费者行为理论概述 4 2.1消费者行为的含义 4 2.2消费者行为特点 5 2.3影响消费者行为的因素 6 2.4研究消费者行为的意义 7 3 嵊州巴贝领带消费者行为的实证分析 9 3.1嵊州巴