《基于冲动性购买的零售商场促销策略研究word格式》.docVIP

经济管理学院2011届毕业论文 论文题目：基于冲动性购买的零售商场促 销策略研究 专 业：市场营销 班 级：07级（1）班 姓 名：贾双华 学 号：07 指导教师：张竞 职 称：副教授 2011 年 6 月 6 日  [摘 要] 随着经济的发展和社会生活水平的提高，消费者的购物品位和消费观念不断转变，同时也更注重情感的释放，生活节奏的加快在另一个方面促使消费者追求购物的方便快捷。在这种情况下，冲动性购买行为日益成为当前消费的主流。而冲动性购买多发生在零售商场中，研究冲动性购买对零售商有效把握顾客冲动性购买所带来的商机具有现实的应用意义。 本文首先通过国内外文献分析，明确冲动性购买行为的定义。然后设计出一份全面的调查问卷，对吉林市大润发3个店的消费者进行调查与访问，得出相应的结果。根据调查结果总结出大润发消费者冲动性购买的影响因素，主要包括外界刺激因素、消费者冲动特质、情感因素、认知评估4个方面。并总结出冲动性购买机制的模型。根据模型从市场刺激、冲动性特质、情境因素3个方面对大润发提出合理的促销策略。 [关键词]冲动性购买 零售商场 促销 差异化营销 [Abstract] With economic development and social improvement of living standards, consumer shopping tastes are changing consumer attitudes, but also pay more attention to the release of emotion, the quickening pace of life that encourage consumers to seek in another aspect of shopping convenience. In this case, the impulse buying behavior is increasingly becoming the mainstream of current consumption. The impulse buying occurred in the retail shopping malls, retailers of impulse buying impulse buying customers effectively grasp the opportunities offered by the application of practical significance. This paper, through literature analysis, define the impulse buying behavior clearly. And then design a comprehensive questionnaire of Jilin 3 RT-Mart stores to investigate and access to consumers, the corresponding results obtained. According to the survey concluded Runfa consumer impulse buying factors, including external stimuli, consumers impulsive characteristics, emotional factors, cognitive assessment of four aspects. And summed up the model of the mechanism of impulse buying. According to the model from the market stimulation, impulsivity trait and situational factors were three aspects of the Runfa reasonable promotional strategy. [Key words] Impulse buying； Retail； Promotion； Differentiated marketing 目 录 中文摘要………………………………………