【正文】 th female near factors enhanced youth a female to pursue of the United States from the on the side, and make inside change into their behavior to especially consume a behavioral realization. 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? (2)追逐名牌。s purchasing famous brand on the other hand can reduce to purchase of risk, then use on the other hand to show ego, express an own economic position, personal status friendly youth female pursues and the mental state mainly expresses in their brands the choice the process. ? 對(duì)這類消費(fèi)者來說，她們的購買決策比較簡單，產(chǎn)品的品牌知名度、社會(huì)影響力為選擇依據(jù)。這就是青年女性追求個(gè)性化的結(jié)果。s using the merchandise of different color or different shape is to pursue a characteristic , the different person uses the merchandise of different brand, also is to pursue a characteristic performance. ? 因此，從企業(yè)的角度來說，一方面應(yīng)該生產(chǎn)不同規(guī)格、造型、色彩、樣式的產(chǎn)品來滿足不同人的需要，另一方面應(yīng)該努力塑造品牌的個(gè)性化形象，來滿足具有表現(xiàn)某種個(gè)性的消費(fèi)者的需求。由于生活形態(tài)和責(zé)任的變化，其突出的特點(diǎn)有如下幾個(gè)方面： ? Generally undertake the responsibility forassist husband and bring up children to the 45yearold female after grow, the household chores is more busy, family economic pressure more big, spare time time and the society associate all pare reduce before attention already from gradually change direction to the kid, husband to own concern in the past with to the concern of the whole family order to living the variety of appearance and responsibility, the its outstanding characteristics is like to descend a few aspects: 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? (1)愛子心理。也就是說，女性對(duì)子女的愛更多地與兒童用品的消費(fèi)結(jié)合起來。 love of the sons and is the the motive of of the each kind of the in various of the most strong 1 kind, it only next toappetite motive, be placed in the mother loves sons and daughters more aspects of having material forms such as food and clothings, nourishment and health etc. that the bodies concern a children also say, the female loves sons and daughters to morely put together with the consumption knot of children39。 ? (2)Love man mental state. ? 一個(gè)家庭的飲食、衛(wèi)生狀況、丈夫的穿著打扮甚至健康狀況等，人們都會(huì)不自覺地與家庭的女主人聯(lián)系起來。s some and male merchandise is in advertise publicity have no full in consideration of the female is in purchase of function, this is remarkable and value. 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? (3)從眾心理。Contrary, when personal don39。 ? The behavior of the female consumer contains personal difference, have variety because of the dissimilarity of condition, very plicated. ? 不過主要是受三種因素支配：經(jīng)濟(jì)因素、心理因素和社會(huì)因素。 ? Don39。 ? Modern female life appearance, already from everyones same standard type, get into and the others different special no longer take same standard as a target, but pursue the all different characteristic life of everybody.? The female consumes mental state to change new trend ? 另外，由于價(jià)值觀的變化，現(xiàn)代女性的自主意識(shí)增強(qiáng)。 ? Strongly hope own time that husband or kid tie up of be free from at family, want to do household chores outside be good for an own affair is work place then request develop ownly then can, look for oneself value, no longer just want to make money.?And, the modern female39。 ? The period being to prolong because of life span first, rearing children shorten and make as a result life whole freedom control time increased. ? 另外是因?yàn)榧矣秒娖鞯钠占昂退偈呈称罚覄?wù)鐘點(diǎn)工服務(wù)業(yè)的發(fā)展等，使得以一日為單位的自由時(shí)間增多了。 ? Hope to live a diversification. ? 希望嘗試不同的生活方式。 ? Express in the daily life, then request in the dress, hair style and decorate an aspect diversification.? 女性消費(fèi)心理變化新動(dòng)向 The female consumes mental state to change new trend ? (2)女性的挑戰(zhàn)動(dòng)向。 ? Hope to take a risk. ? 希望向某些事物挑戰(zhàn)。 ? (3)The female39。 ? The female39。s instant trend. ? 希望節(jié)時(shí)、方便。 ? (5)The female39。 ? This kind of trend with the female university student and the celibacy female most for show Zhao. ? 她們的消費(fèi)傾向?yàn)?“ 一流行、二休閑、三文化 ” ，可以看出都是要享受現(xiàn)在的時(shí)間。s wanting to be strong have to be many.? 女性消費(fèi)心理變化新動(dòng)向 The female consumes mental state to change new trend ? 鑒于女性消費(fèi)心理對(duì)整個(gè)消費(fèi)市場(chǎng)的重要性及其變遷，企業(yè)在制定營銷組合策略時(shí)，應(yīng)特別注意現(xiàn)代女性消費(fèi)者的心理特征及其變化趨勢(shì)，采取適宜的措施。The design, color, style of merchandise wants to notice emotion of induct the female。 ? Female consumer the position is important in purchase the activity and influence decision dint strong, their purchase mental state to have affection abundant, the personality delicate characteristics. ? 根據(jù)上述特點(diǎn)，面向女性消費(fèi)者的市場(chǎng)營銷心理策略主要有以下幾種： ? According to the abovementioned characteristics, the mental strategy of the market marketing which faces to female consumer mainly includes the following a few kinds: ? 第一 ,售環(huán)境布置要典雅溫馨，熱烈明快，具有個(gè)性特色。 ? Therefore, the environment which sells this merchandise arranges and matches female consumer mental state, create condition, construct opposite peaceful, fortable place, the maid servant consumer can leisurely and carefreely appreciate, browse a merchandise, make the environment be able to bring them affection association of thought and produce to purchase motive as is sell the spot to provide a good service, there are more human interest, the effect will be better. Face to the mental strategy of female consumer ? 第二，女性商品設(shè)計(jì)要注重細(xì)節(jié)，色彩、款式、形狀要體現(xiàn)流行、時(shí)尚，并且使用方便。 ? The production design of this merchandise wants the body to appear to wear to think for the user, should in brief, convenience, convenient food, semiprocessed goods, can save time for the female consumer, ease labor strength, the species style wants to enrich, the maid servant consumer can have more choices to produce by avoid the mental state of life monotone, and the maid servant consumer would not like to accept. 面向女性消費(fèi)者的心理策略 Face to the mental strategy of female consumer ? 第三，對(duì)女性消費(fèi)者個(gè)人消費(fèi)和經(jīng)常購買的商品要進(jìn)行廣告宣傳，并且要針對(duì)女性心理特點(diǎn)，注重傳遞商品的實(shí)用性、具體利益等信息，傳遞有關(guān)商品的質(zhì)量、檔次、時(shí)尚的信息，傳遞商品的品牌、性能、價(jià)格等方面的信息。 ? 切忌對(duì)消費(fèi)者已購商品的選擇、評(píng)價(jià)下簡單、生硬的斷語，更不能搶白