【正文】 ? 實踐表明，喧鬧的促銷現(xiàn)場反而會使女性消費者 “ 敬而遠之 ” ，收不到預期效果。 ? To be moved female consumer by special features expand a market. 面向女性消費者的心理策略 Face to the mental strategy of female consumer ? 第四，現(xiàn)場促銷推廣活動要關注女性消費者的情緒變化。 ? Have such as some kitchen knifes, small scaled daily health thing of the electric appliances, family, have another to usually use for the female. ? 這類商品的生產設計要體現(xiàn)出為使用者著想，應簡單、方便、實用。 ? The female consumer is purchase family decorations, dress merchandise, jewelry, cosmetics, pursue a romantic mental state felling. ? 因此，銷售這類商品的環(huán)境布置要符合女性消費者心理，要創(chuàng)造條件，營造相對安靜、舒適的場所，使女性消費者能悠閑的觀賞、瀏覽商品，使環(huán)境能給她們帶來感情聯(lián)想，從而產生購買動機。 ? Publicizeeing advantage and concrete benefits of some merchandise toward the female consumer is better than the quality, function effect publicizeed a merchandise toward them. ? 可見，只要能密切注意女性世界，研究并了解女性消費者的購買動機與需求以及決策的心理活動過程，就能隨時把握住女性消費市場的新契機乃至整個消費市場的變遷及發(fā)展趨勢，企業(yè)就能做到先發(fā)制人，使企業(yè)商品的形象契合消費者的印象，并經由有力的銷售訴求，將潛在消費者轉變?yōu)閷嶋H消費者，市場前景一定是廣闊的。s consuming mental state to the whole importance and its change which consume a market, the business enterprise should specially notice mental characteristic and its variety trend of modern and female consumer while drawing up a marketing bination strategy and adopt feat measure. ? 例如，企業(yè)的櫥窗布置，應注意明朗、熱烈的氣氛；商品的設計、色彩、款式要注意誘發(fā)女性的情感；在商品的包裝裝璜、經營方式等方面，要新穎、別致、適時方便。 ? They hope at get married this turn to order an arrival before, can heartily enjoy, and do oneself to hope to do of affair. ? 因此，比同年齡的男性來說，其愉快動向要強烈得多。 ? Once hope happiness. ? 希望做自己喜歡做的事。 ? For example, the situation of the usage convenience food, canned food, frozen food, seasoning increased. ? 主婦們能照顧家人，又節(jié)省自己時間的有效辦法，就是利用省時的商品或外部服務。s own of the merchandise can even win their joyful.? 女性消費心理變化新動向 The female consumes mental state to change new trend ? (4)女性的即時動向。 ? Hope in the economy and the spirits all ability independence. ? 希望脫離傳統(tǒng)，按自己的心意生活。 ? Hope oneself can personally experience personally. ? 一些標新立異的商品、服務正是順應女性這種想突破被約束的現(xiàn)實而產生的。s challenge trend. ? 希望試試想要做的事情。 ? Hope to change an identity. ? 希望經歷各種體驗。 ? The female need not is a household chores again but hard then can enjoy much free time.? 女性消費心理變化新動向 The female consumes mental state to change new trend ? 基于上述原因，現(xiàn)代女性消費心理出現(xiàn)了以下新的動向： ? According to the abovementioned reason, the modern female consumed mental state to appear following new trend: ? (l)女性的變身動向。 ? Always with assist husband and bring up children for oneself unique pursue, treat understanding wife and loving mother as the traditional female of ultimate end model, have already changed into get hall, go into kitchen now of the knowledge female change. 女性消費心理變化新動向 The female consumes mental state to change new trend ? 女性最大的變化，是可自由支配的時間增多了。s independent consciousness strengthen. ? 在家庭中強烈希望 “ 擁有不受丈夫或小孩束縛的時間 ” ， “ 想做家務事以外有益于自己的事情 ” ，在工作場所則要求 “ 發(fā)揮自己的才能 ” 、 “ 尋找自身價值 ” ，不再只是要賺錢。s characteristic tendency bees strong. ? 現(xiàn)代的女性生活形態(tài)，已經從大家都相同的標準型，進入了與他人不同的特殊型。 ? However mainly is be subjected to three sow the cause a plain domination:Economic factor, mental factor and social mental factor to say, and then include motive, consciousness, study, consider, character, attitude, value. ? 不了解女性消費心理的變化，就不可能了解女性市場。 ? Be mother39。 ? The research of social psychology discover that relevant from many mental and personal selfconfident hearts. ? 當個人對自己面臨的事情比較了解時，自信心會增加，從眾現(xiàn)象則減少；相反，當個人對所要面對的事情不了解、缺乏自信心時，從眾現(xiàn)象增多。不過，今天的某些男性商品在廣告宣傳上并沒有充分考慮到女性在購買中的作用，這是值得注意和重視的。s foods, drugs and various children39。 ? The advertisement learns of the The American a D 施塔奇關于動機強度的調查研究表明 “ 對子女的愛 ” 這一動機是各種各樣動機中最強的一種，它僅次于 “ 食欲 ” 動機，處于第二位。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. 女性消費者的消費心理特點 The female consumer consumes a mental characteristics ? 生育后至 45歲的女性，一般承擔著 “ 相夫教子 ” 的責任，家務比較繁忙，家庭經濟壓力較大，閑暇時間和社會交往均比生育前減少。同樣，不同的人使用不同品牌的商品，也是追求個性化的表現(xiàn)。 ? 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. 女性消費者的消費心理特點 The female consumer consumes a mental characteristics ? (3)追求個性化。青年女性的逐名心理主要表現(xiàn)在她們的品牌選擇過程中。此外，在就業(yè)以及社會交往等方面，外在形象與青年女性能否得到一個滿意的職位、辦事能否順利也有著密切的關系。They temporarily didn39。這一群體的女性尚沒有生育子女，在心理上還不是一個成熟的女性 。特別是第二個角色變化重大，女性承擔的生活責任、社會責任比以前顯著增加，消費心理和行為發(fā)生了較大的變化。 ? They usually evaluate himself/herself by choosing taste and purchasing a contents and purchasing standard and evaluate other to ownly purchase to there is value most , the most wise, disagree to the other people39。 ? In the meantime, female consumer to life new of, the thing richer than creation, also all be full of enthusiasm, such as the decoration of a new decorations, bride chamber, do a vegetables etc. which has never done to show that it creates sex. 女性消費者市場特征 Female consumer market characteristic 女性消費者市場特征 ? （四）有較強的自我意識和自尊心 ? (Four)There is stronger ego realize and sense of pride ? 女性消費者有較強的自我意識和自尊心，對外界事物反應敏感。她們既要工作，又要做家務勞動，所以迫切希望減輕家務勞動量，縮短家務勞動時間，能更好的娛樂和休息。 ? Merchandise39。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. 女性消費者市場特征 Female consumer market characteristic ? （二）注重商品的使用性和細節(jié)設計 ? (Two)Usage and detail which pay attention to a merchandise design ? 由于女性消費者在家庭中的地位及從事家務勞動的經驗體會使她們對商品的關注角度與男性有所不同。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