华北电力大学本科毕业设计（论文）摘要随着市场营销理论和实践的飞速发展，服装销售者观念与时俱进，销售手段也变化多端，4Ps策略逐步被发展成6Ps、4Cs等。然而近年来，还有一种销售现象在市场中越来越被大家关注，那就是越来越多的厂商采取了服装反季节销售的策略，并且这部分市场逐年扩大，势头迅猛。本文首先总结服装反季节销售的现状，分析买卖双方在该市场中的心理。然后，系统地分析服装反季节销售对各方面特别是买家和卖家的积极和消极的影响综合各项影响比重得出初步利弊结论。再次，初步分析服装反季节销售对服装市场的影响，讨论市场自发秩序是否会对反季节销售起到作用。最后，利用微观经济学的方法研究服装反季节销售的定价问题，以及定价与市场供需之间的相互影响。关键词：服装市场，反季销售，市场调节，定价原则I华北电力大学本科毕业设计（论文）ABSTRACTAlongwiththemarketmarketingtheoryandpracticeofrapiddevelopment,clothingsellerideatokeeppacewithTheTimes,salesapproachalsochangemultiterminal,4Psstrategygraduallybedeveloped6Ps,4Cs,etc.Butinrecentyears,stillhaveakindofsalesinthemarketmoreandmoreinthephenomenonaboutisthatmoreandmoremanufacturerstakenclothingthisincreasedsalesstrategies,andthispartofthemarketgrowsyearbyyear,veryfast.Thispapersummarizesthepresentsituationoftheseincreasedclothingsales,bothpartiesinthismarketanalysisofpsychological.Then,asystematicanalysisontheclothingsalesthisincreasedespeciallybuyersandsellersofthepositiveandnegativeeffects,consideringvariousinfluencesthattheproportionofpreliminaryconclusionadvantagesanddisadvantages.Again,preliminaryanalysistotheclothingmarketanti-seasonclothingsales,theinfluenceofspontaneousorderwoulddiscussmarketforthisincreasedsalesplayarole.Finally,usingthemethodofmicroeconomicsstudiesclothingsalespriceofthisincreased,aswellaspricingandtheinteractionbetweenmarketsupplyanddemand.Keywords:clothingmarket,theanti-seasonsales,marketregulation,pricingprinciplesII华北电力大学本科毕业设计（论文）目录摘要............................................................IABSTRACT...........................................................II第1章绪论.........................................................11.1选题背景和意义11.2国内外研究现状21.2.1服装反季节销售买卖双方的得与失............................21.2.2服装反季节销售对市场的影响................................31.2.3服装反季节销售的定价与供需关系............................31.3论文的主要研究内容3第2章服装反季节销售现状及买卖双方的心理...........................52.1服装反季节销售现状分析52.1.1服装反季节销售的产生......................................52.1.2服装反季节销售的现状分析..................................52.2服装反季节销售买卖双方的心理分析52.2.1卖方心理分析..............................................62.2.2买方心理分析...............................................6第3章服装反季节销售中买卖双方的利弊分析...........................73.1服装反季节销售的积极意义73.1.1服装反季节销售对买方的积极意义.............................73.1.2服装反季节销售对卖方的积极意义.............................73.2服装反季节销售中的弊端83.2.1消费者承担的风险..........................................83.2.2销售者承担的风险..........................................8第4章服装反季节销售与市场的相互影响分析..........................104.1服装反季节销售对市场的影响104.2市场对服装反季节销售的影响104.2.1市场对反季节销售的积极调控...............................104.2.2市场调节的弊端对反季节销售影响...........................11III华北电力大学本科毕业设计（...
