大学生对休闲服装赠品促销的购买偏好研究——基于联合分析方法

Students' Preferences of Promotional Gifts on the Purchase of Casual Clothing: Based on the Joint Analysis

探讨赠品促销对大学生购买休闲服装的偏好以提高企业的营销绩效。运用联合分析方法,确定大学生对影响休闲服装购买的各属性和属性水平的偏好程度;并用聚类分析法,将大学生的购买风格进行分类,可将其分别命名为精神享受型、综合权衡型、节约支出型、质量至上型,以此提出差异性营销建议。

The paper is discussing college students＇ buying gifts promotion for leisure garments preferences in order to improve enterprise＇s marketing performance. Joint analysis is used to determine the various preference on attributes and attribute levels at casual clothing gift promotion; Students purchase style is divided into four categories by using cluster analysis named as the spirit of enjoyment, integrated balance, expenditure-based, quality first typ and related marketing proposals are put forward.