现代女性消费心理与营销策略分析研究 市场营销专业VIP免费

摘要女性消费者数量庞大，占整个社会总体消费的绝大多数。据统计，女性消费者占中国人口的48.7%，对消费活动影响较大的中青年妇女，即年龄在20岁～55岁的那些占人口总数的21%。更需要注意的是，女性消费者不但群体数量庞大，而且是大多数购买行为的主体。如果将实际购买者和购买决策者的数量统计出来，这个比率将会更高。在我国，现代女性消费心理随着社会的发展而发生了重大变化，现代女性消费倾向几乎成为引导女性市场消费的主要因素。同时现代女性所具有的独特的消费心理特征以及她们在家庭中和社会上所扮演的多种角色，决定了现代女性消费者是市场最为活跃的主角，她们在购买活动中起着非凡作用。企业要想在激烈的市场竞争中占有一席之地，就要了解女性的消费心理，尤其是现代女性的消费心理，并采取有针对性的营销策略，从而在现代女性消费市场中占据优势.关键词：女性;消费;消费心理;营销策略AbstractLargenumberoffemaleconsumers,accountingforthevastmajorityofconsumersocietyingeneral.Accordingtostatistics,femaleconsumersaccountedfor48.7%ofChina'spopulation,agreaterimpactonconsumptionactivitiesyoungwomen,thatis,theageof20to55yearsofagewhoaccountedfor21%ofthetotalpopulation.Needtonotethatthenumberoffemaleconsumersisnotonlyahugepopulation,butmostofthebuyingbehaviorofthesubject.Iftheactualbuyersandpurchasingdecisionmakersfiguredoutthenumber,theratiowillbehigher.InChina,themodernfemaleconsumerpsychologywiththedevelopmentofsocietyhasundergonemajorchanges,almostasmodernwomentendtoguidethefemaleconsumermarketconsumptionofthemainfactors.Atthesametimemodernwomen'suniquepsychologicalcharacteristicsandtheirconsumptioninthefamilyandsocietyplaymultipleroles,thedecisionofthemodernfemaleconsumeristheprotagonistofthemostactivemarket,theyplayintheextraordinaryroleinpurchasingactivity.Enterprisesinthefiercecompetitioninthemarketplace,wemustunderstandtheconsumerpsychologyofwomen,especiallyintheconsumerpsychologyofmodernwomen,andtargetedmarketingstrategy,whichinthemodernfemaleconsumermarketadvantage.Keywords:Modernwomen;consumption;consumerpsychology;marketingstrategy目录现代女性消费心理和营销策略.....................................................................1摘要.......................................................................................................2Abstract....................................................................................................3一、问题提出（一）现代女性是消费的主力军.............................................................5（二）针对女性消费需要制定营销策略...................................................5二、女性消费心理及分析.......................................................................5（一）时尚、独立、多样化心理.............................................................7（二）求名动机强、追求高档化、对品牌忠诚度高.................................7（三）情感心理.....................................................................................8（四）健康安全心理..............................................................................8（五）基于归属和爱需要所产生的女性消费心理.....................................8（六）自尊、自重心理...........................................................................9三、营销策略...........................................................................................9（一）制定“女性为本”市场定位.......................................................10（二）不断创新营销手段..............................................................