时尚产品消费者需求分析—毕业设计.doc

时尚产品消费者需求分析 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 10 浙江理工大学科技与艺术学院 毕业论文(设计)诚信声明 摘 要 时尚产品指的是代表当时尚、具有一定附加值和时代先进性的符合现实需求的产品，往往代表特定时期主流消费者的消费倾向，包括时尚商品和时尚服务[1]。随着社会的发展和生活品质的不断提高，人们对服装的要求也不仅仅满足于保健、装饰及工业用途，研究表明，设计师将越来越重视消费者的需求因素在设计过程中所起的作用，希望可以在提高消费者生活质量方面起到积极的影响。消费者需求的差异性是指不同的消费者之间的需求是不一样的，消费者总是希望根据自己的独特需求去购买产品[2]。本文在分析消费者需求的基础上，进行问卷调研，将得到的数据采用Spss17.0软件分别进行聚类分析和因子分析及交叉分析等分析，得出消费者需求的十大需求维度，即生理需求、审美需求、炫耀需求、道德需求、心理需求、口碑品牌、群体归属感和爱需求、自我实现需求、安全需求和绿色需求；根据十大维度将消费者分为四大群体，既审美追求型、自我实现型、品质追求型和道德保障型。并将十大需求维度和四大消费群类相结合进行分析总结，深入了解消费者对时尚产品的需求，从而得出具有针对性的营销策略。 关键词：时尚产品；消费者需求；聚类分析；因子分析；交叉分析 Abstract Fashion product refers to the?representative?when fashion,?with?realistic?needs?some?additional value?and the era of?advanced sex?products,?often represents the?specific period of?mainstreamconsumer consumption tendency,?including fashion?goods and?fashion service.With the development of society?and?the quality of life?continues to improve,?peoples clothing requirements?also?not satisfied with?health care,?decorative?and industrial uses,?studies show,the designer will?pay more attention to?consumer demand factors?play a?role in the design process,the hope can?have a positive impact?in improving the?quality?of life of consumers.Differences?in consumer demand?is refers to between the?different?consumer demand is?not the same,?consumers always want?to buy the product?according to?the unique needs of?their own.Based on the analysis of consumer demand,on the basis of questionnaire investigation, will get the data by Spss software, cluster analysis and factor analysis and cross analysis,It is concluded that the ten demand of consumer demand dimensions, namely the physiological needs, show the aesthetic demand, demand and moral needs, psychological needs, and word-of-mouth brand, group sense of belonging and love needs and self-actualization needs, security needs and green demand;According to the consumer can be divided into four groups, ten dimensions both aesthetic