【正文】 ? 女性消費市場特征與分析 ? The female consumes market characteristic and analysis 女性消費者市場 特征與分析 ?The female consumes market characteristic and analysis ? 女性消費者不是指全部女性，只有在實際市場上有購買能力的女性才是女性消費者。消費人群特點分析 ? 一位營銷大師曾經(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，要了解你的顧客群，就是給產(chǎn)品定位，從而找到目標顧客。 ? The female consumer doesn39。 ? 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 ? 這是因為少年兒童中女性購買者多是在家長指導下進行消費活動，無論是男孩子還是女孩子購買行為尚未完全獨立，心理特征區(qū)別不大，因此，不作為主體單獨研究；而老年女性消費者的購買行為和心理從青年、中年時形成了習慣與定式，與中青年女性消費者差別不大，所以我們重點研究中青年女性消費者。s instruction carry on consuming an activity, regardless is boy39。s son to purchase behavior didn39。 yet pletely independent, the mental characteristic distinguishes not and greatly, therefore isn39。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. 女性消費者市場特征 Female consumer market characteristic ? 第一，人數(shù)多，潛力大，是家庭和個人購買決策的重要參與者。從青年時期開始，她們一般就對自己消費的時裝、化妝品等自主決策。在家庭大件商品購買中，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。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，女性喜歡逛商店、購物的愛好已被大多數(shù)人所認同。s liking to stroll a fondness for of store, shopping has already been approve by the most people. 女性消費者市場特征 Female consumer market characteristic 女性消費者市場特征 ? 第二，在現(xiàn)代社會中女性消費者往往懂消費、懂時尚、懂的關(guān)心家庭成員，所以她們在購物偏重上具有如下一些特點： ? 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節(jié)設(shè)計 ? (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）有較強的自我意識和自尊心 ? (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 ? 男性消費者在購物時，特別是購買生活日用品、家用電器時，較多的注意商品基本功能，實際效用，在購置大件貴重商品時，有較強的理性支配能力；而女性消費者則有很大的不同，她們購買穿著類商品，包括服裝、服飾、鞋帽、圍巾等，對商品外觀、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)生購買動機。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. 女性消費者市場特征 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、商品形狀帶來的美感、環(huán)境氣氛形成的溫馨感覺等，都可以使女性消費者產(chǎn)生購買動機，有時就會產(chǎn)生沖動性購買行為。當然，女性消費者因商品引起的情感與個人情趣、興趣、本身的想象力有密切的關(guān)系。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(shè)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(jīng)驗體會使她們對商品的關(guān)注角度與男性有所不同。 ? Because the female consumer is at the position of family and be engaged in the concern angle that the household chores experience of the labor realizes to make them to the merchandise and male to have a pay attention to the actual effect of merchandise more while purchase living daily thing and concern the concrete benefits that the merchandise bring. ? 商品在細節(jié)之處的設(shè)計優(yōu)勢，往往更能博得女性消費者的歡心。 ? Merchandise39。s design, householduse microwave oven use of appropriation container, the multipurpose family knife has etc.. ? 她們在購買商品時所表現(xiàn)出來的反復詢問，了解使用方法，使人明顯感覺到女性消費者的細心。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。 ? Currently, youth in the our country the female employment rate be higher and the town and then Gao is at the since want to work, and then want to do a household chores labor, so urgently hope to ease household chores labor quantity, shorten a household chores labor for time, the ability is better to amuse and take a this, their convenience to the daily consumer goods and the main nonstaple foodstuff, there is stronger request. 女性消費者市場特征 Female consumer market characteristic ? 每一種新的，能減輕其家務勞動的方便消費品，她們都樂意接受，并愿意首先嘗試。 ? 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。希望自己的購買最有價值、最明智，對別人的否定見解不以為然。 ? 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 purchase the activity, the facial expression, language, advertisement of the business member publicity and ment on, will influence the sense of pride of female consumer, then influence a realization of consume the behavior. Female consumer market characteristic 女性消費者的消費心理特點 ? 二．女性消費者的消費心理特點 ? female consumer consumes a mental characteristi