【正文】 nt consciousness strengthen. ? 在家庭中強(qiáng)烈希望 “ 擁有不受丈夫或小孩束縛的時(shí)間 ” ， “ 想做家務(wù)事以外有益于自己的事情 ” ，在工作場(chǎng)所則要求 “ 發(fā)揮自己的才能 ” 、 “ 尋找自身價(jià)值 ” ，不再只是要賺錢(qián)。 ? 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。 ? 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(fèi)心理變化新動(dòng)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(shí)間增多了。 ? 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?，家?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。 ? The female need not is a household chores again but hard then can enjoy much free time.? 女性消費(fèi)心理變化新動(dòng)向 The female consumes mental state to change new trend ? 基于上述原因，現(xiàn)代女性消費(fèi)心理出現(xiàn)了以下新的動(dòng)向： ? According to the abovementioned reason, the modern female consumed mental state to appear following new trend: ? (l)女性的變身動(dòng)向。 ? Hope to live a diversification. ? 希望嘗試不同的生活方式。 ? Hope to change an identity. ? 希望經(jīng)歷各種體驗(yàn)。 ? 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。s challenge trend. ? 希望試試想要做的事情。 ? Hope to take a risk. ? 希望向某些事物挑戰(zhàn)。 ? Hope oneself can personally experience personally. ? 一些標(biāo)新立異的商品、服務(wù)正是順應(yīng)女性這種想突破被約束的現(xiàn)實(shí)而產(chǎn)生的。 ? (3)The female39。 ? 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。 ? The female39。s own of the merchandise can even win their joyful.? 女性消費(fèi)心理變化新動(dòng)向 The female consumes mental state to change new trend ? (4)女性的即時(shí)動(dòng)向。s instant trend. ? 希望節(jié)時(shí)、方便。 ? 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(shí)間的有效辦法，就是利用省時(shí)的商品或外部服務(wù)。 ? (5)The female39。 ? Once hope happiness. ? 希望做自己喜歡做的事。 ? 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。 ? 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(lái)說(shuō)，其愉快動(dòng)向要強(qiáng)烈得多。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(yíng)銷(xiāo)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。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(yīng)注意明朗、熱烈的氣氛；商品的設(shè)計(jì)、色彩、款式要注意誘發(fā)女性的情感；在商品的包裝裝璜、經(jīng)營(yíng)方式等方面，要新穎、別致、適時(shí)方便。The design, color, style of merchandise wants to notice emotion of induct the female。 ? 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(jiàn)，只要能密切注意女性世界，研究并了解女性消費(fèi)者的購(gòu)買(mǎi)動(dòng)機(jī)與需求以及決策的心理活動(dòng)過(guò)程，就能隨時(shí)把握住女性消費(fèi)市場(chǎng)的新契機(jī)乃至整個(gè)消費(fèi)市場(chǎng)的變遷及發(fā)展趨勢(shì)，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(fèi)者的印象，并經(jīng)由有力的銷(xiāo)售訴求，將潛在消費(fèi)者轉(zhuǎn)變?yōu)閷?shí)際消費(fèi)者，市場(chǎng)前景一定是廣闊的。 ? 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(yíng)銷(xiāo)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。 ? The female consumer is purchase family decorations, dress merchandise, jewelry, cosmetics, pursue a romantic mental state felling. ? 因此，銷(xiāo)售這類(lèi)商品的環(huán)境布置要符合女性消費(fèi)者心理，要?jiǎng)?chuàng)造條件，營(yíng)造相對(duì)安靜、舒適的場(chǎng)所，使女性消費(fèi)者能悠閑的觀賞、瀏覽商品，使環(huán)境能給她們帶來(lái)感情聯(lián)想，從而產(chǎn)生購(gòu)買(mǎi)動(dòng)機(jī)。 ? 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。 ? 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(lèi)商品的生產(chǎn)設(shè)計(jì)要體現(xiàn)出為使用者著想，應(yīng)簡(jiǎn)單、方便、實(shí)用。 ? 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(gòu)買(mǎi)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。 ? To be moved female consumer by special features expand a market. 面向女性消費(fèi)者的心理策略 Face to the mental strategy of female consumer ? 第四，現(xiàn)場(chǎng)促銷(xiāo)推廣活動(dòng)要關(guān)注女性消費(fèi)者的情緒變化。 ? 切忌對(duì)消費(fèi)者已購(gòu)商品的選擇、評(píng)價(jià)下簡(jiǎn)單、生硬的斷語(yǔ)，更不能搶白、頂撞。 ? 實(shí)踐表明，喧鬧的促銷(xiāo)現(xiàn)場(chǎng)反而會(huì)使女性消費(fèi)者 “ 敬而遠(yuǎn)之 ” ，收不到