基于女性服装消费行为的情感营销_毕业论文.doc

毕业（设计）论文 题 目 基于女性消费行为的情感营销 专业班级 09英营1 学院名称 外语学院 完成日期： 2013 年 1 月 10 日 基于女性消费行为的情感营销 摘要 随着社会经济的不断发展，市场经济的日益繁荣，人们的消费水平不断提高，进而消费层次已从最初的对商品基本功能的需求，转向了对商品附加值的追求，而原来的产品销售模式再也不能满足消费者的需求，在这种情况下，”情感营销”便应运而生，情感营销是把人们的个人情感与产品的营销相结合，满足消费者的情感需求。而在21世纪的新经济时代，女性在社会生活中已占据着越来越重要的地位，她们经济地位和家庭地位的提高，使21世纪成为了女性消费占主导地位的消费时代。据有关数据统计，女性已控制着国内消费市场60%的营业额，女性消费者是消费市场的主要购买者，她们不仅是自身消费品的购买者，同时也承担着家庭中各种消费品的购买，是大部分商品购买的决策者，这是女性成为了市场发展的主要动力.由此女性的消费行为和心理特征日益受到商家们的关注，而作为女性具有更感性的一面，因此情感营销也被更多地运用在女性消费者身上了。 本文通过对女性消费行为和消费心理的分析，再结合情感营销的相关理论和运用，进一步分析了基于女性消费消费行为的情感营销策略的运用，从而使本文的研究对女性消费市场具有更重大的意义。 关键词：情感营销，女性消费行为，女性消费心理，服装与情感，营销策略 Emotional marketing based on women’s consumer behavior ABSTRACT With the continuous development of social economy, the prosperity of market economy, peoples consumption level is increasing, and the consumption level has changed from the basic function of commodities demand, to the commodity value of the pursuit, the original sales model can no longer meet the needs of the consumers, in this case, emotion marketing emerged as the times require, emotional marketing combine the personal emotion with peoples marketing, meet the emotional needs of the consumers.. In the new economic era of twenty-first Century ,women has been playing a more and more important role in social life, their economic status and family status improved, making twenty-first Century a female consumption time According to the statistics, women have control turnover of 60% of the domestic consumer market, female consumers are the main buyers of consumer market, they are not only their own consumer goods buyers, but also bear all kinds of consumer goods in family purchase, most commodity purchase decision makers, which is the female become main motive force of market development the women. Consumer behavior and psychological characteristics increasingly businessmens attention, as women have