基于女性服装消费行为的情感营销-毕设论文

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, people's 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 people's 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 businessmen's attention, as women have more sensitive side, so emotional marketing has also been used more in female consumers. In this paper, through the analysis of the female consumer behavior and consumer psychology, and then combined with the theory of emotional marketing and application, further analysis the use of female consumption behavior marketing strategy based on emotion, so this research has important significance for women consumption market.

Keyword：Emotional marketing, Female consumer behavior, Female consumer

psychology, Clothing and emotion, Marketing strategy 目录 摘要 .................................................................................................................................................. 2 ABSTRACT ...................................................................................................................................... 3 第一章 绪论 ..................................................................................................................................... 5 1,1 研究的背景 ........................................................................................................................ 5 1,2 研究的意义 ........................................................................................................................ 5 1,3 论文结构 ............................................................................................................................ 6 第二章 女性消费行为及心理特征分析 ......................................................................................... 6 2,1 女性消费整体情况 ............................................................................................................ 6 2,2 消费心理概述 .................................................................................................................... 7 2,2,1 认知过程 ................................................................................................................. 7 2,2,2 情感过程 ......................................................................................................................... 8 2,2,3 意志过程 ......................................................................................................................... 8 2,3 女性消费心理特征分析 .................................................................................................... 8 2,3,1 追求时髦与美感的心理 ......................................................................................... 8 2,3,2 求实心理 ................................................................................................................. 9 2,3,3 情感心理 ................................................................................................................. 9 2,3,4 攀比心理 ................................................................................................................. 9 2,3,5 冲动心理 ................................................................................................................. 9 2,4 女性服装消费需求分析 .................................................................................................. 10 第三章 情感营销在服装营销中的运用 ..................................................................................... 11 3,1 情感 .................................................................................................................................. 11 3,1,1 情感的基本特征 ........................................................................................................... 11 3,1,2情感的类型 ............................................................................................................ 12 3,2 情感营销的理论概述 ...................................................................................................... 12 3,3 服装与情感因素 .............................................................................................................. 13 3,3,1 怀旧情感 ............................................................................................................... 13 3,3,2 张扬个性 ............................................................................................................... 13 3,3,3审美情感 ................................................................................................................ 14 3,3,4 色彩情感 ............................................................................................................... 14 第四章 基于女性消费的情感营销策略 ....................................................................................... 14 4,1情感营销理论在营销策略中的运用 ............................................................................... 14 4,1,1设计情感产品和包装 ............................................................................................ 14 4,1,2 制定情感价格 ....................................................................................................... 15 4,1,3 建立情感分销渠道 ............................................................................................... 15 4,1,4 制作请广告 ........................................................................................................... 15 4,1,5 实施情感服务 ....................................................................................................... 16 4,2 情感营销的作用 .............................................................................................................. 16 4,2,1 情感营销能营造良好的环境 ............................................................................... 16 4,2,2 情感营销能提高消费者的品牌忠诚度 ............................................................... 16 4,2,3 情感营销能提升市场竞争力 ............................................................................... 16 4,3 基于女性消费的情感营销策略分析 ............................................................................ 17 4,3,1 运用感情诉求方式 .............................................................................................. 17