摘要随着智能机的普遍应用和4G网络的快速发展，越来越多的人更加倾向于使用手机购物。近几年来，移动端的购物用户人群发展迅速，在未来几年，移动端购物将成为主流网购方式。无线淘宝报告指出，女性用户已经成为手机淘宝主力军，她们的进场及购买力的不断提升，推动移动互联网市场步入成熟发展期。本课题通过淘宝数据魔方来对淘宝移动端女装购物用户的特征进行简单的了解和分析，同时根据淘宝移动端女装购物用户的购买习惯和购买行为设计调查问卷并收集数据，结合数据分析淘宝移动端女装购物用户的行为特征。一方面能够对当下移动端女装购物用户的基本特征有所掌握，另一方面通过其购物行为的分析，可以在一定程度上反映当下移动端女装购物用户的存在的消费习惯、消费理念、消费趋势，为移动端女装的发展提出合理性意见。44192

 With the widespread application of smart phones and the rapid development of 4 g networks, more and more people are more inclined to use a mobile phone shopping.In recent years, the development of mobile terminal users quickly, in the next few years, the way of mobile terminal shopping will become mainstream. According to the report of wireless taobao, female users has become the main force in mobile taobao, Continuous increase of their approach and purchasing power, push the mobile Internet market into the mature period. This topic to understand and analyze the simple features of mobile terminal users through women's shopping accord to Taobao data cube, at the same time according to the taobao  mobile terminal users’ shopping habits and buying behavior to design questionnaire and collect data. On one hand, we can have some masters of the women clothing shopping users’ basic characteristics at present. On the other hand, through the analysis of their shopping behavior, that can reflect the women clothing shopping users’ habits of consumption, consumption idea, consumption trend on the mobile taobao in a certain extent.

毕业论文关键词：淘宝移动端女装购物用户；特征；行为分析；消费习惯；消费理念；消费趋势

Keyword: women clothing shopping users in mobile taobao; characteristics; analysis of behaviors; consumption habits; consumption concept; consumer trends

目    录

一、引言 4

（一）研究背景 4

（二）国内外研究现状 4

（三）国内外研究存在的主要问题 5

（四）研究内容 6

（五） 研究需要解决的问题 6

（六）研究方法 6

二、 淘宝移动女装购物用户的现状与发展前景 6

（一） 、淘宝移动端及其用户概况 6

（二） 、淘宝移动端女装购物用户的现状 7

（三） 、淘宝移动端女装购物用户的发展趋势 8

三、淘宝移端女装购物用户的特征 8

四、淘宝移动端女装购物用户行为分析 9

（一） 、淘宝移动端女装购物用户行为分析 9

（二）、问卷调查数据分析 9

五、结论与建议 18

（一）结论 18

（二）建议 18