鞋类门店的消费者产品需求属性研究

Research of Consumer’s Demand Attribute Targeting to Shoe Products in Offline Footwear Stores

鞋类品牌需要解决的首要问题在于如何最大程度地获取顾客的需求信息,找到不同类型的属性特性与顾客满意度之间的关系,分析哪种风格的鞋类产品具有最明显的购物引导效应。此文研究目的在于对国内某品牌鞋类产品的风格进行分类,得出了品牌应满足的优先次序。在传统需求分类的KANO模型上,结合了Better-Worse系数测算方法,使用关注、试穿、销售等消费行为数据综合指数对鞋类产品的风格进行了分类,得出了每种风格的属性分类结果。结果显示,该品牌产品中活力场合与生活休闲风格的鞋款为期望属性;轻运动自然与商务休闲风格的鞋款为魅力属性;商务正式、运动休闲与时尚潮流风格的鞋款为必备属性;其他风格的鞋款为无差异属性。该方法有效为产品设计方向及门店销售策略提供理论支持。

The customers’demands should be meet greatly by footwear brands.At the same time,the relationship between different types of attributes of products and customer’s satisfaction needs to research.At last,the most obvious shopping guidance effect can be obtained.Therefore,the purpose of this paper was to classify the style of footwear products and get the priority for those that the brand should focus on.Two types of data were required.The first one is attribute of shoe products;and the second one is comprehensive index of consumer behavior,which were recorded from attention,trial-wear and sales in the offline stores.By applying with KANO and B-W coefficient calculation method which are models to study traditional demand classification,the style of footwear products could be classified.Results show that shoe styles of vigor occasion and life leisure were considered as expected attributes for customers;while,light sport and business leisure were charm attributes for them;at last,business formality,sport leisure and fashion trend were essential ones.This method can effectively provide theoretical support for product design and sales strategy development.