【文章內(nèi)容簡(jiǎn)介】 ursue 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。 ? (2)Pursue famous brand. ? 人們購(gòu)買(mǎi)名牌一方面可以減少購(gòu)買(mǎi)的風(fēng)險(xiǎn)，另一方面則用來(lái)顯示自我，表現(xiàn)自己的經(jīng)濟(jì)地位、品位和氣質(zhì)。青年女性的逐名心理主要表現(xiàn)在她們的品牌選擇過(guò)程中。 ? People39。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(lèi)消費(fèi)者來(lái)說(shuō)，她們的購(gòu)買(mǎi)決策比較簡(jiǎn)單，產(chǎn)品的品牌知名度、社會(huì)影響力為選擇依據(jù)。 ? To this consumer, they purchase decision more and in brief, the brand popularity, social influence of product is a choice basis. ? 在同類(lèi)競(jìng)爭(zhēng)品牌中，不管質(zhì)量、價(jià)格如何，只要是知名品牌，只要品牌名氣大，就容易獲得她們的青睞。 ? Ignore in the same kind petition brand how quality, price is, as long as is a wellknown brand, want ～ only brand reputation greatly, easily acquire their favor. 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? (3)追求個(gè)性化。 ? (3)Pursue characteristic. ? 當(dāng)今，當(dāng)你走進(jìn)繁華的都市鬧市區(qū)，很難看到穿著打扮一樣的青年女性，要是兩個(gè)人穿著一樣，往往會(huì)被譏為 “ 情侶裝 ” 。這就是青年女性追求個(gè)性化的結(jié)果。 ? Be you to walk into prosperous city busy streets area nowadays, can hardly see dress foppery similar youth a female, if two personal dresses be similar, usually drive the Ji is forthe lovers pack.This be the youth the female pursue a characteristic result. 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? 不同的人使用不同顏色或不同造型的商品是追求個(gè)性化的表現(xiàn)。同樣，不同的人使用不同品牌的商品，也是追求個(gè)性化的表現(xiàn)。 ? Different person39。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(lái)說(shuō)，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(lái)滿(mǎn)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(lái)滿(mǎn)足具有表現(xiàn)某種個(gè)性的消費(fèi)者的需求。 ? Therefore on the other hand shoulded produce the product of different specification, shape, color, style to satisfied different person39。s demand in view of the angle of business enterprise, shoulded make great effort on the other hand characteristic image of mold the brand, satisfy the need of consumer of have the performance a certain character. 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? 生育后至 45歲的女性，一般承擔(dān)著 “ 相夫教子 ” 的責(zé)任，家務(wù)比較繁忙，家庭經(jīng)濟(jì)壓力較大，閑暇時(shí)間和社會(huì)交往均比生育前減少。她們的注意力已經(jīng)從過(guò)去對(duì)自己的關(guān)注，逐步轉(zhuǎn)向?qū)⒆?、丈夫以至整個(gè)家庭的關(guān)注上。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(ài)子心理。 ? (1)The lovely son is mental. ? 美國(guó)廣告學(xué)家 D 施塔奇關(guān)于動(dòng)機(jī)強(qiáng)度的調(diào)查研究表明 “ 對(duì)子女的愛(ài) ” 這一動(dòng)機(jī)是各種各樣動(dòng)機(jī)中最強(qiáng)的一種，它僅次于 “ 食欲 ” 動(dòng)機(jī)，處于第二位。母親對(duì)子女的愛(ài)更多體現(xiàn)在關(guān)心小孩的衣食、營(yíng)養(yǎng)和健康等有形的方面。也就是說(shuō)，女性對(duì)子女的愛(ài)更多地與兒童用品的消費(fèi)結(jié)合起來(lái)。所以，大多數(shù)兒童食品、藥品以及各種兒童用品，將廣告和促銷(xiāo)目標(biāo)瞄準(zhǔn)母親們，是有道理的。 ? The advertisement learns of the The American a D the motive strength of the research concerning of the inquisition of Shi Ta3 Qi2 the motive of the express that inthe to the daughters39。 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。s , most children39。s foods, drugs and various children39。s thing, take aim at advertisement and promotion target the mothers, is reasonable. 女性消費(fèi)者的消費(fèi)心理特點(diǎn) The female consumer consumes a mental characteristics ? (2)愛(ài)夫心理。 ? (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(jué)地與家庭的女主人聯(lián)系起來(lái)。于是，許多商品的銷(xiāo)售也就跟如何幫助女性成為 “ 賢內(nèi)助 ” 聯(lián)系起來(lái)。不過(guò)，今天的某些男性商品在廣告宣傳上并沒(méi)有充分考慮到女性在購(gòu)買(mǎi)中的作用，這是值得注意和重視的。 ? A dress of food, health condition, husband of family dress up even healthily condition etc., people all will not aware of self the hostess contact of ground and family to get , many sales of merchandises also how does the heel help a female to bee your wife to , today39。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。 ? (3)From many mental states. ? 社會(huì)心理學(xué)的研究發(fā)現(xiàn)，從眾心理與個(gè)人的自信心有關(guān)。 ? The research of social psychology discover that relevant from many mental and personal selfconfident hearts. ? 當(dāng)個(gè)人對(duì)自己面臨的事情比較了解時(shí)，自信心會(huì)增加，從眾現(xiàn)象則減少；相反，當(dāng)個(gè)人對(duì)所要面對(duì)的事情不了解、缺乏自信心時(shí)，從眾現(xiàn)象增多。 ? When personal affair parison faced to oneselfs understanding, the selfconfident heart will increase and then reduce from many phenomenon。Contrary, when personal don39。t understand, lack selfconfident heart to the affair wanted to face, increase from many phenomenon. ? 作為 “ 母親 ” 的女性由于注意力集中在家庭中，社會(huì)交往減少，對(duì)外界事物包括商品的新信息的了解比以前減少，因此在做許多商品的購(gòu)買(mǎi)決策時(shí)，往往會(huì)顯得自信心不足，因而出現(xiàn)從眾行為。 ? Be mother39。s female because the attention concentrates at family, social association decrease, outward the boundary thing include understanding of the new information of merchandise ratio past reduce, so usually seem to be while do purchase of many merchandiseses decision from lac