The Analysis Of The Sweater Products' Customer Evaluation Criteria And Satisfaction

At present, the sweater industry has become a distinctive local characteristics and industrial advantages of Zhejiang Province, its distribution mainly concentrated in the vicinity of the Tongxiang city. Tongxiang sweater industry cluster is rich in resources and has completely industrial chain. Today, Tongxiang sweater enterprises are faced with transformation, upgrading, and faster development stage. In order to help Tongxiang sweater enterprises has the successful completion of transformation and upgrading, this study from the consumer evaluation criteria and satisfaction of sweater product to explore the problems on products of the different types of Tongxiang sweaters enterprises and propose targeted improvements.In this paper, started with collecting a lot of information and documentation to read, then analysis, combined with the long-term follow-up survey of practice to understand the actual situation of Tongxiang sweaters enterprises and the characteristics of sweater products, classification of Tongxiang sweaters enterprises and formed evaluation index system of Customer evaluation criteria and satisfaction of sweater products; and then by a questionnaire survey to collect the sample data, using statistical analysis methods, such as reliability analysis, factor analysis, variance analysis, to extract information from the data. The results showed that the questionnaire design is reasonable, a high degree of reliability and validity.According to the questionnaire survey found that:1. On the differences of product design, Own brand and brand presence at home and abroad are not very different.2. Relative to products of Own brand and brand presence at home and abroad, consumers'evaluation for small and medium enterprises of sweater products is not high, and the satisfaction is not high.Address the identified problems, this paper presents the corresponding improvements. The first measure is that the Sweater branded products must reflects the differentiation and personalization. Tongxiang area for their own brand and positioning the brand at home and abroad, from the sweater product aesthetic, practical and symbolic significance to achieve differentiation. A fundamental solution of the problem of homogenization sweater designed to make the brand stand out. The second measure is targeted at small and medium sweater enterprises at Tongxiang region, an urgent need to enhance their products and branding.