基于生活方式的家纺消费行为研究-企业管理专业论文.docxVIP

万方数据 万方数据 基于生活方式的家纺消费行为研究 摘 要 作为纺织工业的三大终端消费品之一，家用纺织品有着庞大的消费群体，国内旺盛 的消费需求，刺激着纺织品行业的高速发展。经过多年的发展，国内纺织品品牌不断增 多，纺织品市场趋于饱和，行业内竞争日趋激烈。与此同时，消费者的消费方式和消费 观念也在发生变化，消费需求的改变使得纺织企业把现有品牌延伸到各个细分市场，来 满足不同的消费需求。这将涉及市场细分、确定目标市场以及目标消费者选择等问题， 所有的研究重点应归于消费者研究。 本文采取随机抽样的方式，以20～55岁的消费者为调查对象，对消费者的生活方式 以及消费行为进行探讨，使用SPSS19.0软件进行信效度检验；通过因子分析、聚类分析对 家纺消费者进行不同消费特征群体的划分，总结描述其人口特征和家纺消费行为特征； 根据交叉频数分析对各细分群体进行详细描述，表明不同消费特征群体人口统计变量和 消费行为倾向上都存在显著差异。家纺消费者被分为六大类，分别为：时尚追逐型、被 动消费型、品牌追逐型、复合消费型、谨慎消费型和个性体验型。根据不同类型的消费 者总结出其人口特征，并出相应的营销建议。 研究结果对家纺企业开展营销具有一定的指导意义，家纺企业可以针对不同的消费 群体研发适合消费者的产品，提升企业竞争力，更好地满足市场需求，更快地应对市场 竞争。 关键词：家纺；生活方式；消费行为；市场细分 I RESEARCH ON CONSUMER BEHAVIOR OF HOME TEXTILES BASED ON LIFESTYLE Abstract As one of the terminal consumer goods of the textile industry, home textiles have a huge consumer groups, Strong domestic consumer demand stimulates the rapid development of the textile industry. After many years of development, the domestic textile brand continues to grow and tends to saturation, The textile industry competition is becoming increasingly fierce. At the same time, the consumers consumption patterns and concept is changing, the change of consumer demand makes the textile enterprises to extend the existing brand to all segments of the market, to meet different consumer needs. This will involve the market segmentation, the target market and target customers choice, all the research focus on consumer research. The essay adopts random sampling method to investigate the consumers lifestyle and consumption behavior of 20～55 years old, SPSS19.0 software is used to carry out the reliability and validity test. Through factor analysis and cluster analysis, the characteristics of different consumer groups are divided, and the demographic characteristics and household consumption behavior characteristics are summarized. According to cross frequency analysis, a detailed description of the various segments is described, which shows that there is a significant difference between the demographic vari