毕业论文家具商场顾客体验对消费者购买行为的影响研究

毕业论文家具商场顾客体验对消费者购买行为的影响研究 ————以宁波宜家家居为例

宁波理工学院

毕业设计（论文）

题 目 家具商场顾客体验对消费者购买行为的影响研究

姓 名 学 号

专业班级 指导教师 学 院 完成日期

毕业论文家具商场顾客体验对消费者购买行为的影响研究 ————以宁波宜家家居为例

毕业论文家具商场顾客体验对消费者购买行为的影响研究 ————以宁波宜家家居为例

摘要

体验经济时代正向我们走来，体验消费与体验营销正在全世界蓬勃发展。中国家具业经过改革开放三十年来的发展，至今己初见规模。但随着经济的发展，尤其是我国加入 WTO 后，我国家具企业之间的竞争日益激烈。能否准确把握消费者的消费需求，制定出合适的家具营销策略成为中国家具企业需要关注的问题。因此，运用新型营销理念，进行家具企业的营销策略研究在当前阶段具有较强的理论价值和现实意义。

体验营销是伴随着体验经济的发展应运而生的一种新型营销方式。本文试图 将这种新型营销方式应用到家具营销领域，为我国家具企业普遍存在的无系统营 销战略规划，模式僵化、手段陈旧，销售网络不健全、销售渠道不顺畅等问题寻 找有效的对策。

关键词：体验；体验式营销；消费者购买行为；家具

毕业论文家具商场顾客体验对消费者购买行为的影响研究 ————以宁波宜家家居为例

abstract

Experience economy era coming towards us, the consumer experience and experience marketing is booming all over the world.The development of China's furniture industry after 30 years of reform and opening-up, has produced scale so far. But as the economy development, especially after China's entry into the WTO, our country furniture enterprises increasingly fierce competition between. Whether the grasp the consumer demand, to develop a suitable furniture become Chinese furniture enterprises need to focus on marketing strategy. The problem. Therefore, using the new marketing idea, to furniture enterprise marketing strategy research in the current stage has the strong theory value and practical significance.

Experience marketing is with the development of experience economy came into being a new type of marketing. This paper attempts to will the new marketing methods applied in the field of furniture marketing, no system for our country furniture enterprise widespread camp marketing strategic planning, mode, rigid and old means, the sales network, sales channel is not smooth, etc to find effective countermeasures.

Keywords: experience; Experiential marketing; Consumer buying behavior; furniture 目录

毕业论文家具商场顾客体验对消费者购买行为的影响研究 ————以宁波宜家家居为例

目录

摘要................................................................................................................................. I abstract .......................................................................................................................... II 目录.............................................................................................................................. III 1引言............................................................................................................................. 1

1.1选题背景.......................................................................................................... 1 1.2 研究目的及意义............................................................................................. 1 1.3研究方法.......................................................................................................... 2 1.4研究内容.......................................................................................................... 2 1.5研究框架.......................................................................................................... 3 2文献综述回顾............................................................................................................. 3

2.1 体验式营销的定义......................................................................................... 3

2.1.1 体验式营销的特点.............................................................................. 4 2.1.2 体验式营销的体验形式...................................................................... 5 2.1.3 体验营销构成维度.............................................................................. 5 2.2 消费者购买行为的研究综述....................................................................... 6

2.2.1 影响消费者购买行为的主要因素...................................................... 6 2.3 宜家家居的体验营销策略对消费者的影响分析......................................... 8 2.4 小结............................................................................................................... 10 3研究理论模型设计................................................................................................... 11

3.1模型构建........................................................................................................ 11 3.2研究思路和研究模型.................................................................................... 13 3.2研究假设........................................................................................................ 14 3.3调研设计........................................................................................................ 14

3.3.1问卷设计............................................................................................. 14 3.3.2数据收集............................................................................................. 15

4数据分析................................................................................................................... 15

4.1样本特征的分析............................................................................................ 15

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