武汉市女大学生化妆品购买影响因素分析AnAnalysisoftheFactorsAffectingthePurchasingBehaviorofCosmeticsinWuhanFemaleCollegeStudents目录摘要........................................................................I关键词........................................................................IAbstract......................................................................IKeywords....................................................................II一、引言.....................................................................2（一）研究目的与意义......................................................1（二）研究内容和方法......................................................1（三）本文的创新之处.....................................................2二、理论综述..................................................................2（一）化妆品概念界定......................................................3（二）购买行为相关理论....................................................3三、化妆品购买行为特征及消费趋势分析..........................................4（一）化妆品购买行为特征分析..............................................5（二）化妆品消费者的消费趋势分析..........................................6（三）武汉市女大学生化妆品消费现状及特点分析..............................7四、调查问卷分析..............................................................8（一）样本结构分析........................................................9（二）化妆品消费现状分析.................................................10（三）女大学生化妆品消费影响因素分析.....................................13五、化妆品企业的营销策略.....................................................15（一）恰当的市场细分.....................................................16（二）价格策略...........................................................17（三）渠道策略...........................................................18（四）促销策略...........................................................19第六章结论及局限............................................................19参考文献.....................................................................20武汉市女大学生化妆品购买影响因素分析摘要武汉高校规模逐年扩大，使得武汉女大学生的数量急剧增长，而女大学生对化妆品的需求因其日新月异不断发展的社会潮流逐步增加，也使得女大学生这一化妆品消费群体逐渐发展成为一个重要的消费群体。化妆品企业深入了解女大学生的化妆品消费行为特性，并结合其特殊的特性联合实际制定出针对女大学生化妆品销售的营销策略，能有效促进化妆品企业的发展和壮大。本文首先对武汉市女大学生化妆品消费行为现状进行分析，接着阐述了女大学生化妆品消费行为特点，最后结合实际对化妆品企业从产品、价格、渠道等方面提出了相应的营销策略。关键词武汉市女大学生；化妆品购买行为；对策；AbstractThescaleexpandsgradually,makesthenumberofcollegestudentsincreasedrapidly,alargenumberoffemalecollegestudentsbecauseofitspurchasingpowerincreasemakesthisfemalestudentscosmeticsconsumergroupsgraduallydevelopedintoanimportantcosmeticsconsumergroups.Cosmeticscosmeticsenterprisestounderstandconsumerbehaviorcharacteristicsoffemalecollegestudents,andcombinedwiththespecialcharacteristicsofcombinedwithactualworkoutforfemalestudentscosmeticssalesmarketingstrategy,caneffectivelypromotethedevelopmentofcosmeticsenterprisesandstrengthenthepaperfirstanalyzesthepresentsituationoftheconsumptionbehavioroffemalecollegestudentsinWuhanCity,th...
