CAJ | 학술논문

丝绸制品承载着特定的中国传统文化，在当今多样化的市场终端渠道竞争中面临着挑战，需要进行科学合理的市场推广与营销策略研究。针对营销渠道中的实体终端和线上终端，采用市场调查和消费者调研等相关研究方法，研究了消费者对二者的认知差异。同时，基于顾客感知价值的相关理论，运用描述性统计分析、因子分析和单因素方差分析等归纳了决定消费者对终端渠道感知喜好的主要特征，成为了满足消费者需求偏好的丝绸制品终端渠道营销策略制定的基础。
사주제품승재착특정적중국전통문화，재당금다양화적시장종단거도경쟁중면림착도전，수요진행과학합리적시장추엄여영소책략연구。침대영소거도중적실체종단화선상종단，채용시장조사화소비자조연등상관연구방법，연구료소비자대이자적인지차이。동시，기우고객감지개치적상관이론，운용묘술성통계분석、인자분석화단인소방차분석등귀납료결정소비자대종단거도감지희호적주요특정，성위료만족소비자수구편호적사주제품종단거도영소책략제정적기출。
Silk products ,with particular Chinese traditional culture ,face challenges in today's diversified market competition of terminal channels .So scientific and rational market promotion and marketing strate‐gy need to be studied .This paper is aimed at both entity terminals and online terminals in marketing chan‐nels .Differences of consumers' awareness between entity terminals and online terminals have been ana‐lyzed by market research and consumer research .Meanwhile ,on the basis of theory of customer perceived value ,the main characteristics of consumer preferences for terminal channels have been summarized by de‐scriptive statistical analysis ,factor analysis and ANOVA ,which contributes to making marketing strate‐gies of terminal channels of silk products .