【正文】 消費(fèi)人群特點(diǎn)分析 ? 一位營(yíng)銷大師曾經(jīng)說過： 要想抓住你的顧客，首先要了解你的顧客，尊重你的顧客 。 ? A marketing master once said:The customer wanted the customer which wants to hold tight you, want to understand you first, respect you of customer. ? 由此可見，要想把產(chǎn)品賣得好，第一點(diǎn)，要了解你的顧客群，就是給產(chǎn)品定位，從而找到目標(biāo)顧客。 ? Be showed from this, think to sell a product so, firstly, understand you of customer base, be give the product position and find out target customer thus. 讓我們鎖定消費(fèi)群體 Let us target to consume munity ? 女性消費(fèi)市場(chǎng)特征與分析 ? The female consumes market characteristic and analysis 女性消費(fèi)者市場(chǎng) 特征與分析 ?The female consumes market characteristic and analysis ? 女性消費(fèi)者不是指全部女性，只有在實(shí)際市場(chǎng)上有購(gòu)買能力的女性才是女性消費(fèi)者。 ? The female consumer doesn39。t mean all female, only just physically have the female of the ability of purchase on the market be a female consumer. ? 在我國(guó)，通常包括青年、中年女性消費(fèi)者，年齡段從 18~55歲左右。 ? At the our country, usually include the female consumer of the youth, middle age, age segment from about 18~55 years old. ? This is that the female in the young child purchase is mostly ? 這是因?yàn)樯倌陜和信再?gòu)買者多是在家長(zhǎng)指導(dǎo)下進(jìn)行消費(fèi)活動(dòng)，無(wú)論是男孩子還是女孩子購(gòu)買行為尚未完全獨(dú)立，心理特征區(qū)別不大，因此，不作為主體單獨(dú)研究；而老年女性消費(fèi)者的購(gòu)買行為和心理從青年、中年時(shí)形成了習(xí)慣與定式，與中青年女性消費(fèi)者差別不大，所以我們重點(diǎn)研究中青年女性消費(fèi)者。 ? under the parent39。s instruction carry on consuming an activity, regardless is boy39。s son or girl39。s son to purchase behavior didn39。t176。 yet pletely independent, the mental characteristic distinguishes not and greatly, therefore isn39。t a corpus to study alone。But the oldage and female consumer purchase behavior and mental state from the youth, middle age became habit with settle type, with medium the youth female consumer difference not big, so our point research medium the youth female consumer. 女性消費(fèi)者市場(chǎng)特征 Female consumer market characteristic ? 第一，人數(shù)多，潛力大，是家庭和個(gè)人購(gòu)買決策的重要參與者。 ? The first, number many, the potential is big, is a family with personal important participant who purchase decision. ? 我國(guó)人口統(tǒng)計(jì)資料表明，人口中女性占一半左右，在市場(chǎng)中往往起著舉足輕重的重要作用。從青年時(shí)期開始，她們一般就對(duì)自己消費(fèi)的時(shí)裝、化妝品等自主決策。 ? The our country census taking data expresses that the female in the population has a half or so, usually have in the market prominent important the youth period beginning, they general consume to oneself of fashionable dresses, cosmetics etc. independence decision. ? 在家庭中，她們又承擔(dān)著妻子、母親的角色，因此，也是絕大多數(shù)食品、日用品、兒童用品的購(gòu)買者。在家庭大件商品購(gòu)買中，她們的意見也起著重要的影響作用，有些人甚至就是最終的決策者。 ? At the family, they undertake the role of wife, mother again, therefore is also a purchase of great majority food, daily necessity, child39。s the family big piece merchandise purchase, their opinions also have important influence function, have some persons even be end decision makers. ? 由于性格和生理特點(diǎn)，女性喜歡逛商店、購(gòu)物的愛好已被大多數(shù)人所認(rèn)同。 ? Because of personality and physiology characteristics, female39。s liking to stroll a fondness for of store, shopping has already been approve by the most people. 女性消費(fèi)者市場(chǎng)特征 Female consumer market characteristic 女性消費(fèi)者市場(chǎng)特征 ? 第二，在現(xiàn)代社會(huì)中女性消費(fèi)者往往懂消費(fèi)、懂時(shí)尚、懂的關(guān)心家庭成員，所以她們?cè)谫?gòu)物偏重上具有如下一些特點(diǎn)： ? The second, the female consumer usually understands consumption, understands vogue and understands in the modern society of concern a family member, so they have as follows some characteristicses in overemphasizing shopping: ? （一） 注重商品的外表和情感因素 ? (A)Pay attention to outward appearance and emotion factor of merchandise ? （二）注重商品的使用性和細(xì)節(jié)設(shè)計(jì) ? (Two)Usage and detail which pay attention to a merchandise design ? （三）注重商品的便利性和生活的創(chuàng)造性 ? (Three)Pay attention to the convenience of the merchandise and the creation of the life ? （四）有較強(qiáng)的自我意識(shí)和自尊心 ? (Four)There is stronger ego realize and sense of pride Female consumer market characteristic ? （一） 注重商品的外表和情感因素 ? (A)Pay attention to outward appearance and emotion factor of merchandise ? 男性消費(fèi)者在購(gòu)物時(shí)，特別是購(gòu)買生活日用品、家用電器時(shí)，較多的注意商品基本功能，實(shí)際效用，在購(gòu)置大件貴重商品時(shí)，有較強(qiáng)的理性支配能力；而女性消費(fèi)者則有很大的不同，她們購(gòu)買穿著類商品，包括服裝、服飾、鞋帽、圍巾等，對(duì)商品外觀、形狀，特別是其中表現(xiàn)的情感因素十分重視，往往在情感因素作用下，產(chǎn)生購(gòu)買動(dòng)機(jī)。 ? Male consumer at shopping, especially purchase life daily necessity, home appliances, more basic function of the attention merchandise, actual effect, at purchase a big piece a valuable merchandise, have a stronger reasonableness domination ability。But the female consumer then have a very great dissimilarity, they purchase a dress merchandise, include clothing, dress, shoe hat, scarf...etc., to the merchandise external appearance, shape, especially express among them of the emotion factor values very, usually in the emotion factor under the function, the creation purchases motive. 女性消費(fèi)者市場(chǎng)特征 Female consumer market characteristic ? 這里產(chǎn)生情感的原因是多方面的，如商品品牌的寓意、款式色彩所產(chǎn)生的聯(lián)想、商品形狀帶來(lái)的美感、環(huán)境氣氛形成的溫馨感覺等，都可以使女性消費(fèi)者產(chǎn)生購(gòu)買動(dòng)機(jī)，有時(shí)就會(huì)產(chǎn)生沖動(dòng)性購(gòu)買行為。 ? My producing affective reason is various, such as the association of thought, merchandise shape produce by the implied meaning, style color of merchandise brand bring of the pleasant impression, environment atmosphere bee of sweet felling etc., can purchase motive by the maid servant consumer creation, sometimes produce impulse to purchase behavior. ? 女性消費(fèi)者購(gòu)物時(shí)這種情感因素不但在購(gòu)買自己使用的商品時(shí)發(fā)生作用，而且在給丈夫、子女、父母、公婆購(gòu)買商品時(shí)也很強(qiáng)烈。當(dāng)然，女性消費(fèi)者因商品引起的情感與個(gè)人情趣、興趣、本身的想象力有密切的關(guān)系。 ? Female consumer shopping this kind of emotion factor not only take place a function while purchase the merchandise that oneself use, but also also very strong while giving the husband, sons and daughters, parents, husband39。s parents purchase a , the female consumer causes because of the merchandise of emotion and personal interesting aspect, interest, oneself of the imagination dint be near concern. 女性消費(fèi)者市場(chǎng)特征 Female consumer market characteristic ? （二）注重商品的使用性和細(xì)節(jié)設(shè)計(jì) ? (Two)Usage and detail which pay attention to a merchandise design ? 由于女性消費(fèi)者在家庭中的地位及從事家務(wù)勞動(dòng)的經(jīng)驗(yàn)體會(huì)使她們對(duì)商品的關(guān)注角度與男性有所不同。她們?cè)谫?gòu)買生活日常用品時(shí)，更關(guān)注商品的實(shí)際效用，關(guān)心商品帶來(lái)的具體利益。 ? Because the female consumer is at the position of family and be engaged in the concern angle that the household