【作者】 谢雨含； 徐子涵； 王巧娥； 忽俊达； 江千滟； 焦雷； 姚欣； 董银卯；

【Author】 XIE Yu-han;XU Zi-han;WANG Qiao-e;HU Jun-da;JIANG Qian-yan;JIAO Lei;YAO Xin;DONG Yin-mao;China Cosmetic Research Center/School of Sciences/Beijing Key Lab of Plant Resource Research and Development, Beijing Technology and Business University;Zhao Gui technology development co., LTD;

【机构】 北京工商大学理学院北京市植物资源研究开发重点实验室中国化妆品研究中心； 北京昭贵科技开发有限责任公司；

【摘要】 近年来随着商品市场的发展和研究人士对大学生这一群体的关注,女大学生的化妆品消费市场逐步打开,这一群体有着巨大的消费潜力,使校园市场成为了不容忽视的庞大市场。他们易于接受新事物,有足够的时间和精力进行化妆品消费,体验新品牌的特点,应成为化妆品厂商在新品牌建立和推广时应重点突破的对象。此文把北京市在校的女大学生作为具体的研究对象,将其消费行为做了较全面的分析,总结出女性化妆品的消费行为特征以及营销启示,为国内从事女性化妆品的厂商有效制定营销管理决策提供参考,也在实践中指导他们有的放矢的做好都市女性消费者的化妆品营销工作。更多还原

【Abstract】 With the booming of commodity market, both merchants and researchers are paying more attention to college students to expand their business. College students, with great potential in consumption, play a momentous role in current commodity market. Female students are more likely to accept new concept and have enough time to experience the new cosmetics, thus cosmetic manufacturers should target on them when promoting their brands and extending products. This thesis mainly focuses on female college students. By analyzing their consuming behaviors and summarizing the features of these behaviors, this article can provide advice in both production and promotion management for domestic cosmetic manufactures.更多还原