摘要
探讨女性消费心理与行为的特点,揭示女性消费的热点和趋势。结果表明:(1)都市女性消费具有时尚、理性、注重健康、品牌忠诚度高、注重心理享受等特点;(2)其消费热点和趋势主要体现在:网络消费渐成时尚;发展类消费日益攀升;时尚、品质、品位消费成为亮点;消费时尚的全球化趋势;(3)企业与商家在商业行为中若能合理利用现代都市女性消费的心理特点与规律,合理调整营销策略,必能赢得市场。
To expore the mental and behavioral traits of urban female＇s consumption, investigate the focus and trend of women＇s consumption.The conclusion shows： （1） Urban female＇s sonsumption has the traits of fad and ration, they pay attention on health, brand and the mental comfort while consumption. （2） The focus and trend of urban female＇s comsumption mainly express, internet purchase and development consumption is the fashion. Fad, quality and good-taste consumption has raised. The consumption fashion becoming the trend of globalization; （3） If the enterprise and merchant can take great use of urban female＇s comsumption mental and behaviorial traits, adjust sales methods rationally, they will win the markets.
出处
《社会心理科学》
2006年第6期69-74,共6页
Science of Social Psychology
关键词
都市女性
消费心理
消费行为
urban female
consumption psychology
consumption behavior
