基于女性消费者行为下的化妆品营销策略研究

【摘要】 当前女性化妆品市场日趋庞大且具有广阔的发展前景,女性消费者行为的研究已经成为化妆品企业能否成功销售产品的关键因素。通过对女性消费者行为的分析,总结出女性化妆品消费行为具有追求美丽与时尚、非理性消费等特征,据此,在女性化妆品的营销上应通过营造良好的购物环境、积极运用化妆品广告等吸引女性消费者的购买欲望。更多还原

【Abstract】 At present women’s cosmetics market has become increasingly large and had broad prospects for development.The female consumer behavior research has become the key factor if it’s successful in selling products.Through the analysis of consumer behavior for women,we can see the female consumer behavior with pursuit of beauty cosmetics and fashion,irrational consumption and other characteristics.In the women’s cosmetics marketing we should create a good shopping environment,the actively use the cosmetics advertising to attract female consumers.更多还原