女性消费者特点分析报告

消费人群特点分析一位营销大师曾经说过："要想抓住你的顾客，首先要了解你的顾客，尊重你的顾客"。Amarketingmasteroncesaid:"Thecustomerwantedthecustomerwhichwantstoholdtightyou,wanttounderstandyoufirst,respectyouofcustomer".由此可见，要想把产品卖得好，第一点，要了解你的顾客群，就是给产品定位，从而找到目标顾客。Beshowedfromthis,thinktosellaproductso,firstly,understandyouofcustomerbase,begivetheproductpositionandfindouttargetcustomerthus.让我们锁定消费群体Letustargettoconsumecommunity女性消费市场特征与分析Thefemaleconsumesmarketcharacteristicandanalysis女性消费者市场特征与分析Thefemaleconsumesmarketcharacteristicandanalysis女性消费者不是指全部女性，只有在实际市场上有购买能力的女性才是女性消费者。Thefemaleconsumerdoesn'tmeanallfemale,onlyjustphysicallyhavethefemaleoftheabilityofpurchaseonthemarketbeafemaleconsumer.在我国，通常包括青年、中年女性消费者，年龄段从18~55岁左右。Attheourcountry,usuallyincludethefemaleconsumeroftheyouth,middleage,agesegmentfromabout18~55yearsold.Thisisthatthefemaleintheyoungchildpurchaseismostly这是因为少年儿童中女性购买者多是在家长指导下进行消费活动，无论是男孩子还是女孩子购买行为尚未完全独立，心理特征区别不大，因此，不作为主体单独研究；而老年女性消费者的购买行为和心理从青年、中年时形成了习惯与定式，与中青年女性消费者差别不大，所以我们重点研究中青年女性消费者。undertheparent'sinstructioncarryonconsuminganactivity,regardlessisboy'ssonorgirl'ssontopurchasebehaviordidn't°yetcompletelyindependent,thementalcharacteristicdistinguishesnotandgreatly,thereforeisn'tacorpustostudyalone;Buttheold-ageandfemaleconsumerpurchasebehaviorandmentalstatefromtheyouth,middleagebecamehabitwithsettletype,withmediumtheyouthfemaleconsumerdifferencenotbig,soourpointresearchmediumtheyouthfemaleconsumer.女性消费者市场特征Femaleconsumermarketcharacteristic第一，人数多，潜力大，是家庭和个人购买决策的重要参与者。Thefirst,numbermany,thepotentialisbig,isafamilywithpersonalimportantparticipantwhopurchasedecision.我国人口统计资料表明，人口中女性占一半左右，在市场中往往起着举足轻重的重要作用。从青年时期开始，她们一般就对自己消费的时装、化妆品等自主决策。Theourcountrycensustakingdataexpressesthatthefemaleinthepopulationhasahalforso,usuallyhaveinthemarketprominentimportantfunction.Fromtheyouthperiodbeginning,theygeneralconsumetooneselfoffashionabledresses,cosmeticsetc.independencedecision.在家庭中，她们又承担着妻子、母亲的角色，因此，也是绝大多数食品、日用品、儿童用品的购买者。在家庭大件商品购买中，她们的意见也起着重要的影响作用，有些人甚至就是最终的决策者。Atthefamily,theyundertaketheroleofwife,motheragain,thereforeisalsoapurchaseofgreatmajorityfood,dailynecessity,child'sthing.Inthefamilybigpiecemerchandisepurchase,theiropinionsalsohaveimportantinfluencefunction,havesomepersonsevenbeenddecisionmakers.由于性格和生理特点，女性喜欢逛商店、购物的爱好已被大多数人所认同。Becauseofpersonalityandphysiologycharacteristics,female'slikingtostrollafondnessforofstore,shoppinghasalreadybeenapprovebythemostpeople.女性消费者市场特征Femaleconsumermarketcharacteristic女性消费者市场特征第二，在现代社会中女性消费者往往懂消费、懂时尚、懂的关心家庭成员，所以她们在购物偏重上具有如下一些特点：Thesecond,thefemaleconsumerusuallyunderstandsconsumption,understandsvogueandunderstandsinthemodernsocietyofconcernafamilymember,sotheyhaveasfollowssomecharacteristicsesinover-emphasizingshopping:（一）

注重商品的外表和情感因素(A)Payattentiontooutwardappearanceandemotionfactorofmerchandise（二）注重商品的使用性和细节设计(Two)Usageanddetailwhichpayattentiontoamerchandisedesign（三）注重商品的便利性和生活的创造性(Three)Payattentiontotheconvenienceofthemerchandiseandthecreationofthelife（四）有较强的自我意识和自尊心(Four)ThereisstrongeregorealizeandsenseofprideFemaleconsumermarketcharacteristic（一）

注重商品的外表和情感因素(A)Payattentiontooutwardappearanceandemotionfactorofmerchandise男性消费者在购物时，特别是购买生活日用品、家用电器时，较多的注意商品基本功能，实际效用，在购置大件贵重商品时，有较强的理性支配能力；而女性消费者则有很大的不同，她们购买穿着类商品，包括服装、服饰、鞋帽、围巾等，对商品外观、形状，特别是其中表现的情感因素十分重视，往往在情感因素作用下，产生购买动机。Maleconsumeratshopping,especiallypurchaselifedailynecessity,homeappliances,morebasicfunctionoftheattentionmerchandise,actualeffect,atpurchaseabigpieceavaluablemerchandise,haveastrongerreasonablenessdominationability;Butthefemaleconsumerthenhaveaverygreatdissimilarity,theypurchaseadressmerchandise,includeclothing,dress,shoehat,scarf...etc.,tothemerchandiseexternalappearance,shape,especiallyexpressamongthemoftheemotionfactorvaluesvery,usuallyintheemotionfactorunderthefunction,thecreationpurchasesmotive.女性消费者市场特征Femaleconsumermarketcharacteristic这里产生情感的原因是多方面的，如商品品牌的寓意、款式色彩所产生的联想、商品形状带来的美感、环境气氛形成的温馨感觉等，都可以使女性消费者产生购买动机，有时就会产生冲动性购买行为。Myproducingaffectivereasonisvarious,suchastheassociationofthought,merchandiseshapeproducebytheimpliedmeaning,stylecolorofmerchandisebrandbringofthepleasantimpression,environmentatmospherebecomeofsweetfellingetc.,canpurchasemotivebythemaidservantconsumercreation,sometimesproduceimpulsetopurchasebehavior.女性消费者购物时这种情感因素不但在购买自己使用的商品时发生作用，而且在给丈夫、子女、父母、公婆购买商品时也很强烈。当然，女性消费者因商品引起的情感与个人情趣、兴趣、本身的想象力有密切的关系。Femaleconsumershoppingthiskindofemotionfactornotonlytakeplaceafunctionwhilepurchasethemerchandisethatoneselfuse,butalsoalsoverystrongwhilegivingthehusband,sonsanddaughters,parents,husband'sparentspurchaseamerchandise.Certainly,thefemaleconsumercausesbecauseofthemerchandiseofemotionandpersonalinterestingaspect,interest,oneselfoftheimaginationdintbenearconcern.女性消费者市场特征Femaleconsumermarketcharacteristic（二）注重商品的使用性和细节设计(Two)Usageanddetailwhichpayattentiontoamerchandisedesign由于女性消费者在家庭中的地位及从事家务劳动的经验体会使她们对商品的关注角度与男性有所不同。她们在购买生活日常用品时，更关注商品的实际效用，关心商品带来的具体利益。Becausethefemaleconsumerisatthepositionoffamilyandbeengagedintheconcernanglethatthehouseholdchoresexperienceofthelaborrealizestomakethemtothemerchandiseandmaletohaveadissimilarity.Theypayattentiontotheactualeffectofmerchandisemorewhilepurchaselivingdailythingandconcerntheconcretebenefitsthatthemerchandisebring.商品在细节之处的设计优势，往往更能博得女性消费者的欢心。如家庭洗涤剂精巧的喷头设计、家用微波炉使用的专用器皿，多用途的家庭刀具等。Merchandise'sdesignadvantageintheplaceofdetail,usuallycanevenwinfemaleconsumerofjoyful.Iffamilyrinsethechoicenesssprayone'sdesign,household-usemicrowaveovenuseofappropriationcontainer,themultipurposefamilyknifehasetc..她们在购买商品时所表现出来的反复询问，了解使用方法，使人明显感觉到女性消费者的细心。Theywhilepurchasemerchandiseexpressofagainandagaininquire,understandoperationmethod,makethepersonobviouslyfeelelaborationoffemaleconsumer.女性消费者市场特征Femaleconsumermarketcharacteristic（三）注重商品的便利性和生活的创造性(Three)Payattentiontotheconvenienceofthemerchandiseandthecreationofthelife目前，我国中青年女性就业率比较高，城镇又高于农村。她们既要工作，又要做家务劳动，所以迫切希望减轻家务劳动量，缩短家务劳动时间，能更好的娱乐和休息。为此，她们对日常消费品和主副食品的方便性，有更强烈的要求。Currently,youthintheourcountrythefemaleemploymentratebehigherandthetownandthenGaoisatthevillage.Theysincewanttowork,andthenwanttodoahouseholdchoreslabor,sourgentlyhopetoeasehouseholdchoreslaborquantity,shortenahouseholdchoreslaborfortime,theabilityisbettertoamuseandtakearest.Forthis,theirconveniencetothedailyconsumergoodsandthemainnon-staplefoodstuff,thereisstrongerrequest.女性消费者市场特征Femaleconsumermarketcharacteristic每一种新的，能减轻其家务劳动的方便消费品，她们都乐意接受，并愿意首先尝试。Akindofeachnewof,caneasetheconvenientconsumergoodsofitshouseholdchoreslabor,theyalltakepleasureinaccept,andwouldliketotryfirst.同时，女性消费者对生活中新的、富于创造性的事物，也都充满热情，如一件新装饰品、新房间的布置，做一个从未做过的菜等等，以显示其创造性。Inthemeantime,femaleconsumertolifenewof,thethingricherthancreation,alsoallbefullofenthusiasm,suchasthedecorationofanewdecorations,bridechamber,doavegetablesetc.whichhasneverdonetoshowthatitcreatessex.女性消费者市场特征Femaleconsumermarketcharacteristic女性消费者市场特征（四）有较强的自我意识和自尊心(Four)Thereisstrongeregorealizeandsenseofpride女性消费者有较强的自我意识和自尊心，对外界事物反应敏感。Thefemaleconsumercontainsstrongeregoconsciousnessandsenseofprideandoutwardtheboundarythingrespondsensitive.她们往往以选择眼光、购买内容及购买标准来评价自己、评价别人。希望自己的购买最有价值、最明智，对别人的否定见解不以为然。即使作为旁观者，也愿意发表意见，希望自己的意见被采纳。Theyusuallyevaluatehimself/herselfbychoosingtasteandpurchasingacontentsandpurchasingstandardandevaluateotherpeople.Hopetoownlypurchasetothereisvaluemost,themostwise,disagreetotheotherpeople'snegativeviews.ItevenBeanon-looker,wouldliketoalsoannounceanopinion,hopetheownopiniontobeadopt.在购买活动中，营业员的表情、语言、广告宣传及评论，都会影响女性消费者的自尊心，进而影响消费行为的实现。Inpurchasetheactivity,thefacialexpression,language,advertisementofthebusinessmemberpublicityandcommenton,willinfluencethesenseofprideoffemaleconsumer,theninfluencearealizationofconsumethebehavior.Femaleconsumermarketcharacteristic女性消费者的消费心理特点二．女性消费者的消费心理特点Two.Thefemaleconsumerconsumesamentalcharacteristics日常生活中，大多数商品的购买、消费均与女性有关，她们可能不是商品的直接使用者，却极有可能是这些商品购买的倡议者、信息搜集者、意见提供者、决策者与购买的执行者。Inthedailylife,mostmerchandisespurchase,theconsumptionallrelatestofemale,theymaybethedirectuserofmerchandise,butpoleprobablyisthesemerchandisestopurchaseofpropose,informationcollection,opinionpromoter,decisionmakerwithpurchaseofperformance.在18-45岁这一年龄范围内，绝大多数女性都经历了从“女儿”转变为“妻子”，从“妻子”进一步转变为“母亲和妻子”的过程。特别是第二个角色变化重大，女性承担的生活责任、社会责任比以前显著增加，消费心理和行为发生了较大的变化。Withinthescopeof18-45yearsoldthisage,greatmajority'sisingfemaletoallexperienceis"wife"fromthechangeof"daughter",istheprocessof"motherandwife"fromthefurtherchangeof"wife".Especiallythesecondrolevarietyisimportant,thefemaleundertakeofthelivingresponsibility,socialresponsibilityratioshowedZhaoincrementbeforeandconsumedmentalstateandbehaviortotakeplacebiggervariety.本文以第二个转变为区分标志，将18-45岁左右的女性进一步分为生育前(18-30岁左右)和生育后(30-45岁左右)两个群体来分析女性消费心理与行为。Thistexttakesthesecondchangeasadistinctionmarkingandisdividedintoabout18-45yearsoldfemalefurtherbeforegrow(about18-30yearsold)andgrowbehind(about30-45yearsold)twocommunitiestoanalyticalthefemaleconsumementalstateandbehavior.Thefemaleconsumerconsumesamentalcharacteristics

大多数18岁以上的生育前女性，开始步入社会参加工作，基本能够掌握自己的经济命脉。这一群体的女性尚没有生育子女，在心理上还不是一个成熟的女性;她们暂时没有赡养老人和抚养小孩的负担，闲暇时间比较充裕，社会交往活动多。这些因素导致她们形成以下几个相对于其它群体较为突出的消费心理特点：Themajorityisabove18yearsoldtogrowanex-female,startfollowasocietytoattendawork,basiccancontrolanowneconomiclifevein.Thefemaleofthisgroupbodystilldidn'tgrowsonsanddaughters,atmentallynotjustamaturefemale;Theytemporarilydidn'tprovideforanoldmanandbringupthekid'sburden,moreabundantsparetimetime,thesocietyassociateactivitymany.Thesefactorscausethembecomeafewoppositemoreandoutstandinglyconsumeamentalcharacteristicsatothercommunitiesasfollows:女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

(1)求美心理。(1)BegtheUnitedStatesmentalstate.18岁以上的生育前女性正处于恋爱、婚姻阶段，她们与异性交往的机会比较多。此外，在就业以及社会交往等方面，外在形象与青年女性能否得到一个满意的职位、办事能否顺利也有着密切的关系。这些因素从侧面强化了青年女性对美的追求，并使之内化为她们的行为特别是消费行为的实现。18Yearoldabovegrowanex-femaleisbeplacedininlove,marriagestage,theyassociatewithoppositesexoftheopportunitybemore.Inadditioncangetapostofsatisfactionandhandleaffairsandcansmoothlyalsohaveattheemploymentandsocialassociationetc.,outsideimageandyouthfemalenearconcern.ThesefactorsenhancedyouthafemaletopursueoftheUnitedStatesfromtheontheside,andmakeinsidechangeintotheirbehaviortoespeciallyconsumeabehavioralrealization.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

(2)追逐名牌。(2)Pursuefamousbrand.人们购买名牌一方面可以减少购买的风险，另一方面则用来显示自我，表现自己的经济地位、品位和气质。青年女性的逐名心理主要表现在她们的品牌选择过程中。People'spurchasingfamousbrandontheotherhandcanreducetopurchaseofrisk,thenuseontheotherhandtoshowego,expressanowneconomicposition,personalstatusfriendlyquality.Theyouthfemalepursuesandthementalstatemainlyexpressesintheirbrandsthechoicetheprocess.对这类消费者来说，她们的购买决策比较简单，产品的品牌知名度、社会影响力为选择依据。Tothisconsumer,theypurchasedecisionmoreandinbrief,thebrandpopularity,socialinfluenceofproductisachoicebasis.在同类竞争品牌中，不管质量、价格如何，只要是知名品牌，只要品牌名气大，就容易获得她们的青睐。Ignoreinthesamekindcompetitionbrandhowquality,priceis,aslongasisawell-knownbrand,want～onlybrandreputationgreatly,easilyacquiretheirfavor.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

(3)追求个性化。(3)Pursuecharacteristic.当今，当你走进繁华的都市闹市区，很难看到穿着打扮一样的青年女性，要是两个人穿着一样，往往会被讥为“情侣装”。这就是青年女性追求个性化的结果。Beyoutowalkintoprosperouscitybusystreetsareanowadays,canhardlyseedressfopperysimilaryouthafemale,iftwopersonaldressesbesimilar,usuallydrivetheJiisfor"theloverspack".Thisbetheyouththefemalepursueacharacteristicresult.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

不同的人使用不同颜色或不同造型的商品是追求个性化的表现。同样，不同的人使用不同品牌的商品，也是追求个性化的表现。Differentperson'susingthemerchandiseofdifferentcolorordifferentshapeistopursueacharacteristicperformance.Equally,thedifferentpersonusesthemerchandiseofdifferentbrand,alsoistopursueacharacteristicperformance.

因此，从企业的角度来说，一方面应该生产不同规格、造型、色彩、样式的产品来满足不同人的需要，另一方面应该努力塑造品牌的个性化形象，来满足具有表现某种个性的消费者的需求。Thereforeontheotherhandshouldedproducetheproductofdifferentspecification,shape,color,styletosatisfieddifferentperson'sdemandinviewoftheangleofbusinessenterprise,shouldedmakegreateffortontheotherhandcharacteristicimageofmoldthebrand,satisfytheneedofconsumerofhavetheperformanceacertaincharacter.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

生育后至45岁的女性，一般承担着“相夫教子”的责任，家务比较繁忙，家庭经济压力较大，闲暇时间和社会交往均比生育前减少。她们的注意力已经从过去对自己的关注，逐步转向对孩子、丈夫以至整个家庭的关注上。由于生活形态和责任的变化，其突出的特点有如下几个方面：Generallyundertaketheresponsibilityfor"assisthusbandandbringupchildren"tothe45-year-oldfemaleaftergrow,thehouseholdchoresismorebusy,familyeconomicpressuremorebig,sparetimetimeandthesocietyassociateallcomparereducebeforegrow.Theirattentionalreadyfromgraduallychangedirectiontothekid,husbandtoownconcerninthepastwithtotheconcernofthewholefamilyup.Inordertolivingthevarietyofappearanceandresponsibility,theitsoutstandingcharacteristicsisliketodescendafewaspects:女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

(1)爱子心理。(1)Thelovelysonismental.美国广告学家D·施塔奇关于动机强度的调查研究表明“对子女的爱”这一动机是各种各样动机中最强的一种，它仅次于“食欲”动机，处于第二位。母亲对子女的爱更多体现在关心小孩的衣食、营养和健康等有形的方面。也就是说，女性对子女的爱更多地与儿童用品的消费结合起来。所以，大多数儿童食品、药品以及各种儿童用品，将广告和促销目标瞄准母亲们，是有道理的。TheadvertisementlearnsoftheTheAmericanaD·themotivestrengthoftheresearchconcerningoftheinquisitionofShiTa3Qi2themotiveoftheexpressthatin"thetothedaughters'loveofthesonsand"isthethemotiveofoftheeachkindoftheinvariousofthemoststrong1kind,itonlynextto"appetite"motive,beplacedinthesecond.Themotherlovessonsanddaughtersmoreaspectsofhavingmaterialformssuchasfoodandclothings,nourishmentandhealthetc.thatthebodiesconcernachildrennow.Bealsosay,thefemalelovessonsanddaughterstomorelyputtogetherwiththeconsumptionknotofchildren'sthing.So,mostchildren'sfoods,drugsandvariouschildren'sthing,takeaimatadvertisementandpromotiontargetthemothers,isreasonable.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

(2)爱夫心理。(2)Lovemanmentalstate.一个家庭的饮食、卫生状况、丈夫的穿着打扮甚至健康状况等，人们都会不自觉地与家庭的女主人联系起来。于是，许多商品的销售也就跟如何帮助女性成为“贤内助”联系起来。不过，今天的某些男性商品在广告宣传上并没有充分考虑到女性在购买中的作用，这是值得注意和重视的。Adressoffood,healthcondition,husbandoffamilydressupevenhealthilyconditionetc.,peopleallwillnotawareofselfthehostesscontactofgroundandfamilytogetup.Hence,manysalesofmerchandisesalsohowdoestheheelhelpafemaletobecome"yourwife"tocontact.However,today'ssomeandmalemerchandiseisinadvertisepublicityhavenofullinconsiderationofthefemaleisinpurchaseoffunction,thisisremarkableandvalue.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

(3)从众心理。(3)Frommanymentalstates.社会心理学的研究发现，从众心理与个人的自信心有关。Theresearchofsocialpsychologydiscoverthatrelevantfrommanymentalandpersonalself-confidenthearts.当个人对自己面临的事情比较了解时，自信心会增加，从众现象则减少；相反，当个人对所要面对的事情不了解、缺乏自信心时，从众现象增多。Whenpersonalaffaircomparisonfacedtooneselfsunderstanding,theself-confidentheartwillincreaseandthenreducefrommanyphenomenon;Contrary,whenpersonaldon'tunderstand,lackself-confidenthearttotheaffairwantedtoface,increasefrommanyphenomenon.作为“母亲”的女性由于注意力集中在家庭中，社会交往减少，对外界事物包括商品的新信息的了解比以前减少，因此在做许多商品的购买决策时，往往会显得自信心不足，因而出现从众行为。Be"mother"'sfemalebecausetheattentionconcentratesatfamily,socialassociationdecrease,outwardtheboundarythingincludeunderstandingofthenewinformationofmerchandiseratiopastreduce,sousuallyseemtobewhiledopurchaseofmanymerchandisesesdecisionfromlackconfidence,asaresultappearfrommanybehavior.女性消费者的消费心理特点Thefemaleconsumerconsumesamentalcharacteristics

女性消费心理变化新动向女性消费者的行为有个人差异，因状况的不同而有变化，相当复杂。Thebehaviorofthefemaleconsumercontainspersonaldifference,havevarietybecauseofthedissimilarityofcondition,verycomplicated.不过主要是受三种因素支配：经济因素、心理因素和社会因素。就其心理因素来说，又包括动机、知觉、学习、思考、个性、态度、价值观。Howevermainlyisbesubjectedtothreesowthecauseaplaindomination:Economicfactor,mentalfactorandsocialfactor.Itmentalfactortosay,andthenincludemotive,consciousness,study,consider,character,attitude,value.不了解女性消费心理的变化，就不可能了解女性市场。当前，女性的个性化倾向变得强烈。Don'tunderstandafemaletoconsumementalvariety,understandafemalemarketimpossibly.Atpresent,thefemale'scharacteristictendencybecomesstrong.现代的女性生活形态，已经从大家都相同的标准型，进入了与他人不同的特殊型。她们不再以同一标准为目标，而是去追求每个人都不同的个性化生活。

Modernfemalelifeappearance,alreadyfromeveryonessamestandardtype,getintoandtheothersdifferentspecialtype.Theynolongertakesamestandardasatarget,butpursuethealldifferentcharacteristiclifeofeverybody.?Thefemaleconsumesmentalstatetochangenewtrend另外，由于价值观的变化，现代女性的自主意识增强。Moreover,becauseofthevarietyofvalue,themodernfemale'sindependentconsciousnessstrengthen.在家庭中强烈希望“拥有不受丈夫或小孩束缚的时间”，“想做家务事以外有益于自己的事情”，在工作场所则要求“发挥自己的才能”、“寻找自身价值”，不再只是要赚钱。

并且，现代女性的价值观也有了根本的变化。Stronglyhope"owntimethathusbandorkidtieupofbefreefrom"atfamily,"wanttodohouseholdchoresoutsidebegoodforanownaffair"isworkplacethenrequest"developownlythencan","lookforoneselfvalue",nolongerjustwanttomakemoney.?And,themodernfemale'svaluealsohadbasicvariety.一向以相夫教子为自己唯一追求，视贤妻良母为终极榜样的传统女性，现在已经转变为“出得厅堂，入得厨房”的知识女性转变。Alwayswithassisthusbandandbringupchildrenforoneselfuniquepursue,treatunderstandingwifeandlovingmotherasthetraditionalfemaleofultimateendmodel,havealreadychangedinto"gethall,gointokitchen"nowoftheknowledgefemalechange.女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend女性最大的变化，是可自由支配的时间增多了。Femalebiggestvarietywastimethatcanfreelycontroltoincrease.首先是因为寿命延长，养育小孩的期间缩短，结果使得人生整体的自由支配时间增长了。Theperiodbeingtoprolongbecauseoflifespanfirst,rearingchildrenshortenandmakeasaresultlifewholefreedomcontroltimeincreased.另外是因为家用电器的普及和速食食品，家务钟点工服务业的发展等，使得以一日为单位的自由时间增多了。Moreoveristhedevelopmentoftheworkservicingbusinessofthehouseholdchoreshourbecauseofuniversalityandconveniencefoodofhomeappliancesetc.,makewithonthefirstforunitoffreetimeincreased.女性不必再为家务事而辛苦，进而可以享受许多的自由时间。

Thefemaleneednotisahouseholdchoresagainbuthardthencanenjoymuchfreetime.?女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend基于上述原因，现代女性消费心理出现了以下新的动向：Accordingtotheabove-mentionedreason,themodernfemaleconsumedmentalstatetoappearfollowingnewtrend:(l)女性的变身动向。(l)Thefemalechangebodytrend.希望生活多样化。Hopetoliveadiversification.希望尝试不同的生活方式。Hopetotrydifferentlifestyle.希望改变身份。Hopetochangeanidentity.希望经历各种体验。Hopecareervariousexperience.表现在日常生活方面，即要求在服饰、发型、装饰方面多样化。

Expressinthedailylife,thenrequestinthedress,hairstyleanddecorateanaspectdiversification.?女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend(2)女性的挑战动向。(2)Thefemale'schallengetrend.希望试试想要做的事情。Hopetotrytheaffairwhichwantstodo.希望冒险。Hopetotakearisk.希望向某些事物挑战。Hopetochallengetowardsomethings.希望自己能亲身体验。Hopeoneselfcanpersonallyexperiencepersonally.一些标新立异的商品、服务正是顺应女性这种想突破被约束的现实而产生的。

Someeccentricitymerchandises,serviceareexactlyconformancesfemalethiskindofthinkstherealitythatthebreakthroughiscontrolbutoutputof.女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend(3)女性的自立动向。(3)Thefemale'sindependencetrend.希望在经济和精神方面都能自立。Hopeintheeconomyandthespiritsallabilityindependence.希望脱离传统，按自己的心意生活。Hopetoescapefromatradition,presstheownintentionlife.现在“女性的自立”已是社会上的主题，只要稍微观察女性杂志的标题，就可以看出其中一二，而表现女性自立和强调自我意识的商品就更能博得她们的欢心。

"Thefemale'sindependence"isalreadythetopicofsocietynow,aslongasalittlebitobservetheheadlineoffemalemagazine,canseeamongthem12,buttheperformancefemaleindependencewithemphasizetorealizebyone'sownofthemerchandisecanevenwintheirjoyful.?女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend(4)女性的即时动向。(4)Thefemale'sinstanttrend.希望节时、方便。Hopestanza,convenience.例如，使用速食食品、罐装食品、冷冻食品、调味料的情形增加了。Forexample,thesituationoftheusageconveniencefood,cannedfood,frozenfood,seasoningincreased.主妇们能照顾家人，又节省自己时间的有效办法，就是利用省时的商品或外部服务。

Thehousewifescanlookafterfamily,againtheeconomicalvalidwayofoneselftimebemerchandiseorexteriorservicewhichmakesuseoftosavetime.女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend(5)女性的愉快动向。(5)Thefemale'spleasedtrend.希望过得快乐。Oncehopehappiness.希望做自己喜欢做的事。Hopetodothematterthatoneselflikestodo.这种动向以女性大学生和独身女性最为显著。ThiskindoftrendwiththefemaleuniversitystudentandthecelibacyfemalemostforshowZhao.她们的消费倾向为“一流行、二休闲、三文化”，可以看出都是要享受现在的时间。Theirconsumptionsinclinetofor"top-gradeline,tworecreations,threecultures",canseeatimewhichwanttoenjoynow.她们希望在结婚这个转折点到来以前，能够尽情享受，并且做自己希望做的事情。Theyhopeatgetmarriedthisturntoorderanarrivalbefore,canheartilyenjoy,anddooneselftohopetodoofaffair.因此，比同年龄的男性来说，其愉快动向要强烈得多。

Thereforesaythanthemaleofofanage,itispleasedthattrend'swantingtobestronghavetobemany.?女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend鉴于女性消费心理对整个消费市场的重要性及其变迁，企业在制定营销组合策略时，应特别注意现代女性消费者的心理特征及其变化趋势，采取适宜的措施。Owingtofemale'sconsumingmentalstatetothewholeimportanceanditschangewhichconsumeamarket,thebusinessenterpriseshouldspeciallynoticementalcharacteristicanditsvarietytrendofmodernandfemaleconsumerwhiledrawingupamarketingcombinationstrategyandadoptfeatmeasure.例如，企业的橱窗布置，应注意明朗、热烈的气氛；商品的设计、色彩、款式要注意诱发女性的情感；在商品的包装装璜、经营方式等方面，要新颖、别致、适时方便。Forexample,theshowroomdecorationofbusinessenterprise,shouldnoticelucidity,warmatmosphere;Thedesign,color,styleofmerchandisewantstonoticeemotionofinductthefemale;Atpackofmerchandisedecoration,conductwayetc.,wanttobenovel,interestingandnovel,welltimedconvenience.女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend向女性消费者宣传某商品的好处和具体利益，比向她们宣传商品的质量、性能效果更好。Publicizeeingadvantageandconcretebenefitsofsomemerchandisetowardthefemaleconsumerisbetterthanthequality,functioneffectpublicizeedamerchandisetowardthem.可见，只要能密切注意女性世界，研究并了解女性消费者的购买动机与需求以及决策的心理活动过程，就能随时把握住女性消费市场的新契机乃至整个消费市场的变迁及发展趋势，企业就能做到先发制人，使企业商品的形象契合消费者的印象，并经由有力的销售诉求，将潜在消费者转变为实际消费者，市场前景一定是广阔的。Itisthusclearthat,aslongascancloselynoticefemaleworld,studyandthementalmovableprocessunderstoodmotiveandneedofthepurchaseoffemaleconsumerandmadepolicy,canholdthenewchancethatthefemaleconsumesamarketatanytimeistothewholechangeanddevelopmenttrendwhichconsumeamarket,thebusinessenterprisecanmakepreemptive,maketheimageofbusinessenterprisemerchandiseagreewiththeimpressionofconsumer,andthroughemollientlysellaclaim,changelatentconsumerintoactualconsumer,themarketforegroundmustbevast.女性消费心理变化新动向Thefemaleconsumesmentalstatetochangenewtrend面向女性消费者的心理策略女性消费者在购买活动中地位重要，影响决策力强，她们的购买心理具有感情丰富、性格细腻的特点。Femaleconsumerthepositionisimportantinpurchasetheactivityandinfluencedecisiondintstrong,theirpurchasementalstatetohaveaffectionabundant,thepersonalitydelicatecharacteristics.根据上述特点，面向女性消费者的市场营销心理策略主要有以下几种：Accordingtotheabove-mentionedcharacteristics,thementalstrategyofthemarketmarketingwhichfacestofemaleconsumermainlyincludesthefollowingafewkinds:第一,售环境布置要典雅温馨，热烈明快，具有个性特色。Thefirst,sellenvironmenttoarrangetowantaculturedsweet,warmlyclearhavecharacterspecialfeaturesquickly.女性消费者在购买家庭装饰品，穿着类商品、首饰、化妆品时，追求浪漫的心理感觉。Thefemaleconsumerispurchasefamilydecorations,dressmerchandise,jewelry,cosmetics,pursuearomanticmentalstatefelling.因此，销售这类商品的环境布置要符合女性消费者心理，要创造条件，营造相对安静、舒适的场所，使女性消费者能悠闲的观赏、浏览商品，使环境能给她们带来感情联想，从而产生购买动机。如在销售现场提供良好的服务，有更多的人情味，效果会更好。Therefore,theenvironmentwhichsellsthismerchandisearrangesandmatchesfemaleconsumermentalstate,createcondition,constructoppositepeaceful,comfortableplace,themaidservantconsumercanleisurelyandcarefreelyappreciate,browseamerchandise,maketheenvironmentbeabletobringthemaffectionassociationofthoughtandproducetopurchasemotivethus.Suchasissellthespottoprovideagoodservice,therearemorehumaninterest,theeffectwillbebetter.Facetothementalstrategyoffemaleconsumer第二，女性商品设计要注重细节，色彩、款式、形状要体现流行、时尚，并且使用方便。Thesecond,thefemalemerchandisedesignwantstopayattentiontoadetail,thecolor,style,shapewantsthebodytospreadnow,vogue,anduseconvenience.如一些厨房刀具、小型电器、家庭日常卫生用品，多为女性经常使用。Havesuchassomekitchenknifes,smallscaleddailyhealththingoftheelectricappliances,family,haveanothertousuallyuseforthefemale.这类商品的生产设计要体现出为使用者着想，应简单、方便、实用。一些方便食品、半成品，要能为女性消费者节省时间，减轻劳动强度，品种样式要丰富，使女性消费者可以有更多选择，以避免产生生活单调的心理，使女性消费者不愿意接受。Theproductiondesignofthismerchandisewantsthebodytoappeartoweartothinkfortheuser,shouldinbrief,convenience,practical.Someconvenientfood,semi-processedgoods,cansavetimeforthefemaleconsumer,easelaborstrength,thespeciesstylewantstoenrich,themaidservantconsumercanhavemorechoicestoproducebyavoidthementalstateoflifemonotone,andthemaidservantconsumerwouldnotliketoaccept.面向女性消费者的心理策略Facetothementalstrategyoffemaleconsumer第三，对女性消费者个人消费和经常购买的商品要进行广告宣传，并且要针对女性心理特点，注重传递商