毕业论文-基于白领女性消费心理的广告策略研究[精品].docVIP

毕业论文-基于白领女性消费心理的广告策略研究 Advertising strategy based on psychology of white-collar female consumers Abstract With the women cultural level and social status of women in theconsumer society gradually occupy an important position, the female self-consumption is arriving. White-collar women as professional women in high consumption groups, with their strong consumption potential to occupied the market quickly. This article is divided into four parts, from the research background, the current situation,combined with the web-searching and advertising, marketing theory. With the basis of the current consumer background, researching white-collar female consumers ability, lifestyle and consumer psychological characteristics. Using the network survey and synthesis of the information, field observations and other research methods. To insure the positive attitude of most white-collar female consumers of advertising, As the basis for white-collar female consumer psychology. Standing on the point of view of market development, to provide the advertising strategy of differentiation. Advertising to stimulate consumer guide for white-collar female consumers, meanwhile, to eliminate their consumer interesting. caused by the desire to buy and promote the consumer behavior. So, most of companies want to capture the marketing. to capture this huge consumer groups in the white-collar women, first. we must master the psychological characteristics of white-collar female consumer. From the details of advertising, it can be targeted the marketing theory of advertising which suitable for white-collar female market. Keywords Advertising strategy, Consumer psychology, White-collar women 目 录 摘 要 I Abstract II 第1章 绪论 1 1.1 选题研究的背景、目的及意义 1 1.1.1 选题研究的背景和目的 1 1.1.2 选题研究的意义 2 1.2 国内外研究现状 3 1.2.1 国外研究现状 3 1.2.2 国内研究现状 4 1.3 论文研究的内容及方法 4 1.3.1 论文研究的内容 4 1.3.2 论文研究的方法 5 第2章 相关理论概述 7 2.1 消费心理的基本理论 7 2.1.1 消费心理学的产生与发展 7 2.1.2 消费心理的基本概念 8 2.1.3 根据消费心理分析消费者的购买动机 8 2.1.4 消费心理的研究方法及原则 10 2.1.5 顾