市场营销-探索夜经济环境下零售业吸引90后消费的营销新出路——以名创优品为例论文.docx

探索夜经济环境下零售业吸引90后消费的营销新出路——以名创优品为例 【摘要】本文以名创优品为研究案例。研究并分析了90后消费者的夜间消费偏好、90后消费者对名创优品的消费情况。探索如今名创优品在吸引90后消费者时，所存在的营销优点及部分不足，并探索其如何结合夜经济环境更好的部署营销手段，以更好的吸引90后消费者消费，并在加以分析后把相关建议推广到类似的自有品牌零售行业。在撰写本文的过程中，本人以90后人群作为调查的对象，利用了问卷调查法，同时也结合了主成分分析法、Spearman相关分析法等方法分析了相关的数据，得出受访者的夜间消费情况、对MINISO的基本消费情况、对MINISO的品牌粘性、名创优品MINISO的软文推广质量的相关结论。并以本次研究的名创优品作为参考个案，以小见大，紧贴合夜经济规划的大趋势，结合AISAS广告模型、体验营销理论、马斯洛需求层次理论、经典性条件反射、SERVQUAL模型、KOC概念、心理学 (S- O- R) 刺激反应模型、消费者画像等，围绕跨界合作营销、门店体验、品牌推广策划、服务质量、产品设计这五个方面，向零售行业提出吸引90后消费者的建议和方案，希望本次调查研究，能够为零售行业在夜经济环境下寻找营销新出路提供值得借鉴的观点。 【关键词】90后消费者；名创优品；夜经济；Spearman相关分析；主成分分析法 Explore a new marketing way to attract the post-90s consumers in the retail industry under the night economy-- take MINISO as an example [Abstract] This paper summarizes and studies retail industry, night economy and the characteristics of post-90s consumption. At the same time, this paper studies and analyzes the consumption preference of post-90s consumers at night and their consumption of MINISO. In the meanwhile, the paper also studies the strength and shortcoming in marketing of MINISO in attracting post-90s consumers, and explores how to deploy marketing strategies in combination with the night economic environment, so as to attract post-90s consumers to consume MINISO more often. After analysis, relevant suggestions are promoted to similar private brand retail industries. During investigating and writing, the post-90s generation was taken as the object of investigation, and relevant data were analyzed by means of questionnaire survey, Spearman correlation analysis method and principal component analysis method, etc. Besides, relevant conclusions were drawn about the basic consumption of the interviewees on MINISO, the brand viscosity of MINISO, the consumption at night and the quality of promoted tweets of MINISO. And regard MINISO as a reference for this study case, combined with the general trend of night economic planning, and with AISAS advertising model, experience marketing theory,