女性消费心理与广告研究.docVIP

女性消费心理与广告研究 I 摘 要 随着女性地位的不断上升，女性消费市场已经成为一个巨大的商机，而女性作为女儿、母亲、妻子、家庭主妇等多种角色，她们不仅常常热衷于为自己选购所需产品，还要负责父母、丈夫、孩子及整个家庭的消费。女性消费者在购买决策中占据着重要角色。女性的消费心理极大得影响了广告的决策和实施，同时广告也影响了女性消费心理，女性在消费市场沟通中离不开广告，而广告能刺激女性消费者的购买欲望和购买动机，因此女性消费心理与广告研究势在必行。 关键词：广告；女性消费心理；广告策略 II Abstract As the unceasing rise of the feminine status, the consumer markets of woman has been a huge opportunities for business. however, the female plays any parts as like the daughter, the mother, the wife, the housewife and so on, they’re not only select and purchase the product frequently for themselves which they need, but also responsible for the parents, the husband, the child and the entire family expense. The feminine consumer has plays a important role in the purchase decision-making. The consumer psychology of the feminine make a tremendous effect about to the advertisement decision-making and the execute, then advertising have influence the feminine consumption psychology too, The female cannot leave the advertisement in the consumer market communication, and the advertising can stimulate the feminine consumer’s buying desire and motive, therefore the feminine consumption psychology and Advertising Research must be Imperative Key Words：Advertising；Feminine consumption psychology；Advertising Strategy III 目 录 摘 要.............................................................................................................................II Abstract..............................................................................................................................III 引 言.............................................................................................................................1 一、女性消费心理的特征……………………………………………………………….2 （一）爱美心理，注重产品的外观，对美的追求较高……………………………….2 （二）情感因素，感性购买.............................................................................................2 （三）注重产品的实用性和便利性……………………………………………….........2 （四）有较强的自我保护意识和自尊心……………………………………………….3 （五）攀比心理，注重商品所能体现的身份和地位.........