品牌服装店铺顾客动线的影响因素及权重研究

Influencing factors and weights of customer’s moving line in brand apparel stores

顾客动线作为品牌服装店铺的生命线,直接影响店铺的商业运营。以服装店铺顾客动线为研究对象,利用开放式访谈法、市场调研法和德尔菲法构造了2个层次组成的品牌服装店铺顾客动线的评价指标体系,并应用模糊数学统计法得到各层指标影响因素的权重。研究结果表明:品牌服装店铺顾客动线的影响因素中,一级评价指标按影响比重排列为商品因素、陈列展示因素、广告宣传因素、店铺环境因素,每个一级指标中权重最大的影响因子分别是商品本身、促销POP、橱窗的引导、店铺照明设计。

As the lifeline of brand clothing stores, customer moving line directly affects the success or failure of store business operations. The clothing store customer’s moving line is taken as the research object, and the open interview method, the market research method and the delphi method are used to construct the evaluation index system of the two-level brand clothing store customer’s moving line,and the fuzzy mathematics statistical method is applied to obtain the weight of the factors affecting the layer indicator. The research results show that the influence factors of the first-line evaluation indicators of the brand clothing store customers are as follows: commodity factors,display factors, advertising factors, store environmental factors. The most influential factors in each level of indicators are as follows: the goods themselves, promotion POP, window display and shop lighting design.