基于消费者心理和行为分析的4S店卖场设计.docVIP

本科毕业论文（设计） 基于消费者心理和行为分析的 4S店卖场设计 学院、系 艺术设计系 专业名称 环境艺术设计 年 级 学生姓名 指导教师 2012年 3月20日 基于消费者心理和行为分析的4S店卖场设计 摘 要： 随着社会与经济的发展，汽车文化与汽车工业也得到了快速发展，汽车成为了城市中最主要的代步工具，汽车4S店作为汽车的销售载体逐渐占据重要的地位。但是，目前很多汽车4S店的设计和经营模式具有一定的局限性，很多4S店设计没有更好更完善的体现其品牌形象，在功能和形式上不能满足消费者的心理需求。在这样的形式下，对汽车4S卖场再次进行设计不仅会给汽车4S店带来相应的经济效益，同时也更好的满足消费者的心理，促进汽车品牌文化的发展。本文通过对消费者心理和行为的研究，结合现代4S店装潢设计对消费者心理和行为的影响，用独特的设计手段和人性化的设计视角营造出符合消费者心理的店面气氛，从而对消费者消费行为产生影响。重视和处理好汽车4S店的整体设计，不仅能在市场上得到立竿见影的回报，更重要的是能够有效的推动整个汽车品牌的形象、文化和品质的提升。 关键词：消费心理，行为分析，汽车4S店，设计 Abstract：With the development of society and economy, culture of automobile and automobile industry has been developing rapidly, the car became the city s main means of transport, auto 4S shop as car sales carrier gradually occupy an important position. However, at present a lot of automobile 4S shop design and operation mode has certain limitations, many 4S shops design not to better reflect its brand image, in function and form cannot meet the psychological needs of consumers. In such situation, the automobile 4S stores again design not only for the automobile 4S stores and bring some economic benefits, but also to better meet the needs of consumers, to promote the development of automobile brand culture. This article through to the consumer psychology and behavior research, combined with modern4S shop decoration design on consumer psychology and behavior, with a unique design means and humanized design perspective to create with the consumer psychology of store atmosphere, thereby the consumer behavior influence. Pay attention to and deal with automobile 4S stores overall design, can not only be on the market to get instant results in return, more importantly can effectively promote the whole car brand image, culture and quality improvement. Key words: Consumption psychology，Dehavior analysis，Auto 4S shop，Design Ⅰ 外文摘要………………………………………………………