女性冲动购买行为研究.pdf

华中科技大学
硕士学位论文
女性冲动购买行为研究
姓名:曾慧
申请学位级别:硕士
专业:工商管理
指导教师:景奉杰
2010-04-29
摘要
随着中国改革开放的发展,市场经济的不断繁荣,占据了中国"半边天"的女性,
她们的可支配消费资金正在高速增长,高知识高层次高能力的现代白领女性的经济
独立性明显增强,购买力也迅速扩大,她们受到过良好的教育,接受过国内外文化
的熏陶,视野开阔,对商品提出了越来越高的要求,既给市场带来新的机遇,同时
也带来了挑战,总的来说,女性消费者已经逐渐成为消费市场的绝对主流。同时,
女性消费者在消费过程中很多时候都会带有比较投入的感情,她们的心理变化起伏
较大,容易受到情感的支配和影响,从而产生对某种产品的喜爱导致购买欲望。女
性消费者在消费过程中经常会因为各种各样的原因而导致冲动购买行为的发生,这
是她们在消费过程中的主要特征之一。
本文首先在我国消费市场的基础上分析了目前我国女性消费的整体情况、消费
行为特征,指出当今形势下我国女性消费者市场的发展潜力巨大。然后,本文通过
网络调查和实地现场调查两种途径,对女性消费者的冲动购买行为进行了一定的调
查了解,并结合反馈的信息进行分析,对女性冲动购买行为从意识形态、心理特点
和影响女性产生冲动购买行为的各种因素进行了一定的分析。同时,从女性消费者
关联的角度阐述针对女性的营销策略的思路和原则。最后,结合上述的分析材料,
将女性冲动购买心理研究运用到营销策略中,从产品策略、价格策略、服务策略、
环境策略和促销策略的角度,提出相应的建议性营销策略。

关键词:女性消费者冲动购买营销策略
I
Abstract
With the deepening of reform and opening up policy,as well as the development of
market economy, women e economic independent, and their disposable finance
increases rapidly. The number of well educated white-collar females keeps growing, their
purchasing power is growing. They received higher education, influenced by mix cultures,
and are far-sighted. Their higher requirements modities, bringing new
opportunities and challenges to the market in general, and female consumers have e
the absolute mainstream consumers. With the rapid expansion, their purchasing power
grows afterwards. Meanwhile, the female consumers are often affected by emotional,
mental activity in the consumption process, they are much more easily dominated by the
emotion and impact. As a result, they purchase certain goods, for the sake of their desires.
The significant feature of women consumption is that they consume the frequently on
impulse.
This passage analyzes the current situation of female consumer market in China, the
features and changes in development, and points out that the development of the potential
market of women consumers. Then, this passage goes on analyzing the form,
characteristics of female consumers. Based on theses