《女性冲动消费对中端女休闲装促销策略的影响分析》-毕业论文设计（学术）.docVIP

l l 昌吉学院 论文（设计）分类号： 本科毕业论文（设计） 密 级：无 GOTOBUTTON 女性冲动消费对中端女休闲装促销策略 的影响分析 系 院 经济管理系 学科门类 管 理 学 专 业 工 商 管 理 学 号 0825837010 姓 名 指导教师 教师职称 讲师 二零一二年五月十七日 l l 摘 要 随着人们收入水平的提高以及女性休闲装市场竞争的加剧，女性冲动性购买行为的比例急剧上升。冲动性购买行为是消费者在由特定环境所激发的动机和强烈情感的作用下放弃自我控制所实施的未经深思熟虑、不计后果且无先期计划的购买行为。由于女性特有的爱美，求实，从众的心理，心理变化起伏较大，容易受到情感的支配和影响，从而产生对休闲装的喜爱导致购买欲望。 本文首先在我国女休闲装消费市场的基础上分析了目前我国女性消费的整体情况、消费行为特征，当今形势下我国女性休闲装市场的发展。然后，本文通过网络调查和实地现场调查两种途径，对女性冲动消费购买休闲装的行为进行了一定的调查了解，并结合反馈的信息进行分析，对女性冲动购买休闲装的行为从意识形态、心理特点和影响女性产生冲动购买行为的各种因素进行了一定的分析。同时，从女性消费者关联的角度阐述针对女性的营销策略的思路和原则。最后，结合上述的分析材料将女性冲动购买心理研究运用到营销策略中，从价格策略、服务策略、环境策略和情感策略的角度，提出相应的建议性营销策略。 关键词：女休闲装；冲动消费；促销 l Womens casual impulse of the promotional strategy for womenAnalysis of the impact of consumption Abstract With the improvement of peoples income level and female casual market competition, the proportion of female impulse buying behavior is rising sharply. Impulse buying behavior is the consumers to give up self-control are implemented without careful consideration of motives inspired by a particular environment and the role of strong emotions, reckless, and the buying behavior of the pilot program. The womans unique beauty, truth-seeking, herd psychology, psychological changes and fluctuations, are vulnerable to the domination and influence of emotions, resulting in a casual favorite to lead to the desire to buy. This paper firstly in our country female casual wear consumption market based on the analysis of Chinas female consumption overall situation, the consumer behavior characteristic, current situation of Chinas female casual wear market development. Then, this article through the network investigation and field survey in two ways, the female impulsive purchasing casual wear behavior of investigation, combined with the feedback information is analyzed, the female impulse buying casual behavior from the ideological, psychological characteristics and implications for females to p