基于现代女性视角的消费行为研究

Research on Consumer Behavior From the Perspective of Modern Women

众所周知,当今世界女性消费者已经成为市场上的消费主力军,在购买活动中起着举足轻重的作用。女性的社会消费在当前的消费大潮中正在从温饱型消费向发展型、享受型消费发生着根本性变化。女性作为社会消费的一个特殊群体,有着不同于社会其他消费群体的消费心理和消费行为,其随着社会的发展而发生了重大变化,表现出更趋于个性化和高级化等多方面特点。在目前大部分市场处于饱和、竞争空前激烈的情况下,认真研究并探索现代女性独特消费心理特点以及消费行为的变化,能够为企业制定有效地营销策略,提供有益的建议,成为市场上最具潜力的竞争企业。

As we all know, in today＇s world of female consumers has become the main force of the consumer market, plays an important role in the purchasing activity. Female social consumption in the current consumption of the tide is shifting from subsistence consumption to the development and enjoyment based consumption undergoing fundamental changes, female as a special group of social consumption, has a different from other social consumer groups,comsumcr psychology and consumer behavior, consumer psychology and consumer behavior has undergone major changes with the development of society tends to be more pe^onalized and high-class.Seriously study and explore the unique fe- male consumer psychological characteristics,as well as changes in consumer behavior in the case of most of the market is saturated,the competition is fiercer than ever bc- h^re for enterprises to develop effective marketing strategies and provide useful suggestions,so that enterprises will un- doubtedly become the market most potential competitive enterprise.