更新时间2018-10-21 00:54:22
近年来，随着国民经济的快速发展，中国公民的消费水平和消费能力也在逐步提高，因消费者的购买动机是多种多样的，分析消费者的心理类型和心理动机，对引导消费心理活动起着主导作用，尤其是女性消费者在购买力，家庭地位以及工作家庭收入方面都比以往有所改善，社会购买力方面远远超出男性的销售水平，故本论文主要论述对女性消费者的消费动机进行分析，剖析其购买能力、购买动机以及购买行为之间的关系，设计适合其消费心理动机的销售策略、符合其消费行为和消费水平的商品策划，为市场营销者制订产品设计和营销策略规划提供良好的有价值的依据，从而使其所提供的产品更符合女性消费群体的市场特点，以满足女性群体特定的消费需求。这对市场营销者进一步开拓女性群体消费市场、增强产品竞争力，增大企业利润具有十分重要的意义。
本文的主要工作如下：
首先，研究女性消费者心理动机的基本认识和研究意义。
其次，全面考虑分析女性消费者群体的心理动机，消费行为、消费现状、消费能力等等对营销行为的影响。
最后，再考虑消费者动机的情况下，为市场营销者制定产品设计和市场营销对策。从而增加市场的竞争力，增大公司的利润。
本文的重点工作是基于研究女性消费者为群体的心理动机与消费行为对营销模式的影响，通过典型实例以及4PS营销组合理论的分析，针对特殊群体，制作适合女性消费心理的营销对策
关键词：消费动机；消费行为；4PS营销组合理论；营销对策
译文：
In recent years, with the rapid development of the national economy, the consumption level and ability of Chinese citizens are gradually improving, because the consumer's purchasing motives are various, the analysis of consumer's psychological types and motives plays a leading role in guiding consumer psychological activities, especially female consumers in the purchasing power, home. Family status and work-family income have improved more than ever before, and social purchasing power has far exceeded men's sales level. Therefore, this paper mainly discusses the consumption motivation of female consumers, analyzes the relationship between their purchasing power, purchasing motivation and purchasing behavior, and designs the appropriate consumer psychological motivation. The marketing strategy, the commodity planning which accords with the consuming behavior and the consuming level of the machine, provides a good and valuable basis for the marketer to make the product design and marketing strategy planning, so that the products provided by the machine can more accord with the market characteristics of the female consuming groups and meet the specific consuming needs of the female groups. It is of great significance for marketers to further develop the consumer market of female groups, enhance product competitiveness and increase enterprise profits. The main work of this paper is as follows: Firstly, the basic understanding and research significance of female consumers'psychological motivation are studied. Secondly, the psychological motivation of female consumers, consumption behavior, consumption status quo, consumption ability and so on are comprehensively considered and analyzed. Finally, considering the consumer motivation, the product design and marketing strategies are formulated for the marketer. So as to increase the competitiveness of the market and increase the company's profits. The main work of this paper is based on the study of the psychological motivation and consumption behavior of female consumers as a group on the impact of marketing model, through typical examples and the analysis of 4PS marketing mix theory, aiming at special groups, make marketing strategies suitable for female consumption psychology.
Key words: consumption motivation; consumption behavior; 4PS marketing mix theory; marketing strategy
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