基于女性消费心理的化妆品营销策略研究

Research on Cosmetic Marketing Decision based on Female Consumption Psychology

随着经济的发展,职业选择的自由性使得许多女性在经济方面部分独立或是完全独立,这也使得女性消费水平的提高,从家庭生活需求的满足到精神生活满足的提高,从而女性的消费心理也在潜移默化中改变着,这给中国的企业如化妆品行业带来了机遇和市场。然而针对这种变化中国企业要抓住需求动机,抓住女性消费者的消费心理,实施相应的营销策略。本文在简单分析女性消费心理和化妆品行业的现状与未来以及特点后,针对女性消费这个庞大消费群体提出了相应的营销策略.通过对玫林凯的深入分析来分析整个化妆品市场的现状和前景,以及玫琳凯在中国成功的经验给中国化妆品市场带来的启示。

With the economic development, the freedom of occupation selection makes that female has a part or solute economic independent. Female consumption level from family life demand to spirit life demand has improved, so the female consumption psychology is changing. This change provides some chances for Chinese cosmetic market. It is necessary to understand the female demand according to her consumption psychology. The paper presents the corresponding marketing decision based on the analysis of female consumption psychology. Then it explains how Mary Kay corp. applies the female consumption psychology to develop Chinese market.