Research On Customer’s Consumption Experience Of China’s Bridal Veil Market

In recent years, with the rapid growth of national economy in our country, the people’s life quality constantly improve.People’s footsteps of chasing the fashion are becoming more and more quickly, the couples have higher expectations and requirements for a wedding dress. Since1992, the whole wedding dress industry is developing rapidly. To the end of2011, the industry output value is more than100billion yuan. As a result, the demand of wedding dress is more and more big, the production and sale of the dress is becoming a hot spot for many enterprises.When consumer is buying bridal veil, the consumers’ buying experience is very important for them.lf the business want to get higher interest, they must have to understand consumer preference for the consumer experience. Based on such background, this paper has done the corresponding research about the marriage gauze consumer experience. Through the theoretical definition, this paper made the preliminary structure of the model about the relationship between the factors, which affect the wedding consumption experience and assumptions.First of all, based on the foreign theories, this paper made a summary about the consumer experience, and then according to the research emphasis, this paper made the definition of bridal veil consumption experience. By the ways such as target group interviews, field practice and theoretical research methods this paper screened different measurements of each dimension, then using the method of expert interview to screen the measurements and finally made the initial measurement items and the whole questionnaire and did the preliminary research of20target consumers.And on the basis of the preliminary research results,this paper modified questionnaire items through group discussion, and finally obtained the survey questionnaire, then selected the target stores for an official investigation. Based on formal research results,this paper used SPSS software to verify questionnaire’s reliability and validity, and then using LISREL software to inspect and correct the structure model. Finally this paper found out obvious influence factors for consumption experience of the target wedding research. According to the result of the research this article came to the following conclusions.①The assumption that the customer dimension was directly proportional to customers’ consumer perception experience has been confirmed. The assumption that tangible products in the product dimension was directly proportional to customers’ consumer perception experience has been confirmed. Perception experience was directly proportional to feeling experience proved to be true. In addition to above assumptions, others failed in the test of significance.②In the demographic variables, different genders have a significant impact on consumers’ emotional experience. Women, than man in emotional experience, are more difficult to get a higher degree of satisfaction. Different education background will also affect consumers’ emotional experience. Consumers who have higher degrees will feel better in emotional experience. Separate prices will also have different impact on consumers’perception experience. The higher the price, the better perception experience consumers will get.③In the end, this paper come up with some targeted strategies.For a mature wedding dress brand, they should try to form a friend relationship with customers rather than just buying and selling relationship. For the new brands, mainly take Shine dress brands as a benchmark, based on4p marketing theroy, this paper put forward the corresponding suggestions.Bridal Veil market still belongs to a boom market in our country, the development potential is very big. I believe to some extent this research for the marriage gauze of consumption experience can help dress enterprises set up their own brand image, also believe that our Bridal Veil brand can go abroad, towards the world.