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问题补充说明： 近年来，随着国民经济的快速发展，中国公民的消费水平和消费能力也在逐步提高，因消费者的购买动机是多种多样的，分析消费者的心理类型和心理动机，对引导消费心理活动起着主导作用，尤其是女性消费者在购买力，家庭地位以及工作家庭收入方面都比以往有所改善，社会购买力方面远远超出男性的销售水平，故本论文主要论述对女性消费者的消费动机进行分析，剖析其购买能力、购买动机以及购买行为之间的关系，设计适合其消费心理动机的销售策略、符合其消费行为和消费水平的商品策划，为市场营销者制订产品设计和营销策略规划提供良好的有价值的依据，从而使其所提供的产品更符合女性消费群体的市场特点，以满足女性群体特定的消费需求。这对市场营销者进一步开拓女性群体消费市场、增强产品竞争力，增大企业利润具有十分重要的意义。 本文的主要工作如下：首先，研究女性消费者心理动机的基本认识和研究意义。其次，全面考虑分析女性消费者群体的心理动机，消费行为、消费现状、消费能力等等对营销行为的影响。最后，再考虑消费者动机的情况下，为市场营销者制定产品设计和市场营销对策。从而增加市场的竞争力，增大公司的利润。本文的重点工作是基于研究女性消费者为群体的心理动机与消费行为对营销模式的影响，通过典型实例以及4PS营销组合理论的分析，针对特殊群体，制作适合女性消费心理的营销对策 关键词：消费动机；消费行为；4PS营销组合理论；营销对策
译文：
In recent years, with the ra走洋类雨四内来pid development of the national economy, t责丰题he consumption level and ability of Chinese citizens are gradually improving, because the consumer's purchasing motives are v360问答arious, the a往志旧吸沉丝利活nalysis of consumer's psychological types and motives plays a leading role in guiding consumer psychological activ买室犯ities, especially female consumers in the purchasing power, home. Family status and work-family income h李为静变危种临限ave improved more than ever bef乎适构选侵跑样知会ore, and social purchasing power has far exceed湖映粮希完延子若ed men's s气六ales level. The肉视采司模而现视命也子refore, this paper mainly discusses the consumption mot大坏京相图境ivation of female consumers, analyzes the relationship between their purchasing power, purchasing motivation and purchasing behavior, and designs the appropriate consumer psychological motiva抓放量商tion. The marketing strategy, the commodity planning which accords with the consuming b著德方希ehavior and th不e consuming level of the machine, provides a good and valuable basi哪s for th配留员适势齐较娘三e marketer to make the product design and marketing strategy planning, so that t息教击语远至径领校极he products provided by the machine can more ac父笑技想式飞黑工体注处cord with the market characteristics of the fem行ale consuming groups and meet the specific consuming needs of the female groups. It is of great significance for marketers to further develop the consumer market of female groups, enhance product competitiveness and increase enterprise profits. The main work of this paper is as follows: Firstly, the basic understanding and research significance of female consumers'psychological motivation are studied. Secondly, the psychological motivation of female consumers, consumption behavior, consumption status quo, consumption ability and so on are comprehensively considered and analyzed. Finally, considering the consumer motivation, the product design and marketing strategies are formulated for the marketer. So as to increase the competitiveness of the market and increase the company's profits. The main work of this paper is based on the study of the psychological motivation and consumption behavior of female consumers as a group on the impact of marketing model, through typical examples and the analysis of 4PS marketing mix theory, aiming at special groups, make marketing strategies suitable for female consumption psychology.
Key words: consumption motivation; consumption behavior; 4PS marketing mix theory; marketing strategy
