earticle

영어

With the rapid development of the new retail market, traditional department stores have been innovating in the changing era. In 2017, the sales of Chinese department stores increased by 2.4 %, which increased by 2.7% compared with the same period last year. The trend gradually became good. In the process of the transformation of department stores, sales promotion was used as a common marketing method under the off-line department stores, in order to stimulate the cooperation between marketing staff and customers, and they could get additional value. This paper collects data from Hangzhou City and Nanchang City by questionnaire survey, and analyze the impact of department store promotional characteristics on consumers’impulse buying by using SPSS and AMOS data in order to learn more about consumer behavior.This paper validates the research hypothesis and concludes that the time and quality limited promotion, the advertising promotion and the Department Store Service have a significant impact on the consumer impulse buying, while the price discount and the Department Store atmosphere are not significant to the impulse buying. Finally, the marketing staff should make the promotion activities in order to meet the needs of different consumers. Focus on the timing of promotion activities, combined with online and offline activities, attract consumers to produce impulse consumption behavior, promote the sales of department store.

중국어

新零售市场的快速发展, 使得传统百货在时代的变化中推陈革新。2017年, 中国百货店的销售额提升2.4个百分比, 较去年同期增长2.7%, 趋势逐渐利好, 线下百货转型的过程中, 促销作为线下百货常用的营销手段, 以此激励营销人 员与顾客之间产生合作, 并且双方都能得到附加的价值。本文通过问卷调查来 收集杭州市与南昌市的数据, 并利用SPSS和AMOS数据分析了百货商场促销特 征对消费者冲动性购买的影响, 以便更深刻的获悉消费者行为。本文对研究仮 设进行了验证并得出限时限量促销、广告营销和商场服务均对与消费者冲动购 买产生显著影响, 而价格折扣与商场氛围对冲动购买不显著, 最后提出线下百 货营销人员为适应不同消费者的需求应合理制定促销活动计划, 并把握好促销 活动时机, 与线上线下活动互相结合, 做好每一项营销与服务工作, 吸引消费者 产生冲动消费的行为, 促进线下百货商场的销售。