摘要：20世纪90年代以来，营销学者和企业家越来越注重产品的顾客购买行为研究，并将它看作是企业竞争优势的新来源，对企业发展具有十分重要的战略意义。服装是一类特殊产品，它可以帮我们抵御寒冷，也可以装饰我们自己，但它最重要的作用体现一个人的气质，心理状态。所以服装产品的这种特性使得服装产品的顾客购买研究具有十分重要得意义。它不但可以提高服装产品设计、生产和销售的针对性而且能够通过促使顾客满意来提高顾客忠诚度，对服装企业保持长久竞争优势具有重要意义。

　　　本文针对服装市场的问题做了以下内容的研究：首先对服装市场的现状进行分析；通过海澜之家的顾客特征,顾客购买心理,顾客购买过程以及问卷调查分析;最后得出提高服装市场顾客满意度的对策.

关键词  顾客;购买行为;满意度

Abstract：Since the nineteen ninties, marketing scholars and entrepreneurs pay more and more attention to product customer buying behavior, and it will be seen as a new source of competitive advantage, has a very important strategic significance for the development of enterprises. Clothing is a kind of special product, it can help us to resist the cold, also can decorate ourselves, but its most important role reflect a person's temperament, psychological state. So the characteristics of clothing products makes the clothing products customer research has very important significance. It can not only improve the apparel product design, production and sales of pertinence and can improve customer loyalty by promoting customer satisfaction, is of great significance to the clothing enterprises to maintain long-term competitive advantage.

    This study aimed at the problem of the clothing market as follows: firstly, current situation of the clothing market analysis; through customer characteristics of Hailan home, customer buying psychology, customer analysis and questionnaire survey; finally draws the countermeasure to improve the clothing market customer satisfaction.

Keywords  customer    buying behavio    degree of satisfaction