摘要
以购买动机理论为依据,通过对虎丘婚纱市场的调研,分析了婚纱消费者的购买动机,总结了影响婚纱购买决策的因素,并针对消费者的偏好进行了分类,以期能为婚纱企业的产品开发、设计、宣传和营销等提供参考。
On the basis of buying motivation theories,the buying motivation of wedding dress consumers was analyzed.Factors which would influence consumer purchase decision were concluded. The consumers were classified based on different consumers＇ preferences. It hopes to provide some suggestions and guidances for product development,design,advertising and marketing strategies of wedding companies.
出处
《国际纺织导报》
2015年第2期76-76,78-80,82,共5页
Melliand China
关键词
婚纱
购买动机
因子分析
wedding dress
purchasing motivation
factor analysis
