女性化妆品消费行为分析.doc

哈 尔 滨 理 工 大 学 毕 业 设 计 题 目: 女性化妆品消费行为分析 院系专业: 经济管理系、市场营销专业 学 号: 0801030313 姓 名: 李成才 指导教师: 董绍增 系 主 任: 2012年0月2日 女性化妆品消费行为分析 摘 要 当今世界女性消费在经济生活中发挥着越来越重大的作用,研究女性消费行为可以为企业及时制定出满足最大效益的营销策略,为商家壮大经济实力提供指导。 女性消费行为不再只是单纯的购买活动,它是在一定的历史文化背景下,由各方面因素综合作用而形成的复杂行为。女性化妆品消费市场,尤其都市女性化妆品消费市场是一个潜力极大的广阔市场。女性消费者是我国化妆品市场消费的主力军，我国女性化妆品市场潜力巨大。当前女性化妆品市场日趋庞大且具有广阔的发展前景，女性消费者行为的研究已经成为化妆品企业能否成功销售产品的关键因素。 关键词 女性；化妆品；消费心理；消费行为 Analysis of Female Cosmetic Consuming Behavior Abstract Women have played a more and more important role in the world today in economic life. Studies of consumer behavior for women can make in time to meet the enterprise the maximum benefit of the marketing strategy and provide guidance for businesses to grow economic power. Nowadays, women consumption behavior is not merely the purchase of the activities, but by all factors of formation and complex behavior in a certain historical and cultural background. Women cosmetics consumer market, especially the female cosmetics consumer market of big cities, is a great potential of the broader market. Female consumers are the main force of cosmetics market consumption in China and women cosmetics market potential is tremendous in our country. There is a huge current market in women cosmetics and there is a wide development prospects in it too. The investigations of women consumption have become the key to win the market share of products for almost every enterprise. Firstly,this issue analyzed the status of the cosmetics market at home and abroad to identify the problems of the cosmetics market. Then analysis the young women consumers psychology and behavior in particular.And finally reach a point which marketing is reasonable and consumption is healthy. Keywords Female, Cosmetics,Consumer psychology,Consumer behavior 不要删除行尾的分节符，此行不会被打印目　　录 摘要 I Abstract II 第1章 绪论 1 1.1 论文研究的背景 1 1.2 论文国内外研究现状 1 1.2.1 国内研究现状 1 1.2.2 国外研究现状 2 1.3 论文研究的目的和意义 4 1.3