文档介绍：分类号编号
华北水利水电学院
North China Institute of Water Conservancy and Hydroelectric Power
毕业论文
题目基于不同年龄消费心理分析研究的
营销策略的确定
学院管理与经济学院
专业市场营销
姓名 XXXXX
学号
指导教师 XXXX
2011年05月10日
基于不同年龄消费心理分析研究的营销策略的确定
——以服装市场为例
摘要:本文首先分析了消费者的心理特征,从消费心理对购买行为的影响进行了探讨,得出了解消费者心理对营销的重要性。其次,论文以服装消费群体为研究对象,着重从购买动机、影响消费者购买决策的因素,分析了消费者购买服装的消费心理,对影响服装消费的重要因素——家庭生活周期、个人收入状况做出分析。第三,针对消费者的心理特征,从价格策略、产品策略和广告策略这几方面提出了一些供企业选择的方案。
随着科学技术的进步和经济的发展,人们对生活质量日益重视。作为生活的必需品,消费者对服装的需求也出现了多样化、差别化和个性化的发展趋势,对着装的态度呈现出不同的类型和特点,对服装的购买由生理需求转变为更高层次的精神满足,这对服装企业适应市场提出了更高的标准和要求。
在以消费者为中心的市场营销活动中,企业要在激烈的市场竞争中占有更多的市场份额,必须善于把握消费者的心理变化,有针对性地制定适应消费心理需求的营销策略,才能在竞争中占有利地位,获取更多的市场机会与商业利润。
关键词: 消费心理, 消费行为, 心理分析, 营销策略
The Research about Consumer Psychological Characteristics of Different Ages ——Take Clothing Consuming as Example
Abstract : This paper analyzes the psychologically character of consumers firstly, discussing how consuming psychology impacts purchase behaviors, argues how importance of consuming psychology analysis to marketing. Secondly, the paper is based on clothing consumer groups, focusing on the motivation of purchase and social factors of affecting consumer purchasing decisions, analyzing consumer psychology and behaviors of consumers’ buying clothing, illustrating the most important factors affecting clothing consuming,such as family life cycle and Personal e condition. Thirdly, with a view to understand the psychological characteristics of our consumers in the clothing consumption. The essay mainly focus on the consuming mentality of the costumers which is a very important factor to the costume marketing, it analyzed the type of the costume consuming mentality.
With the development of the science technology and economy, the living quality es more and more important for most of the people. As the essential part to our life, clothing es more diversify, different and unique. People have different tastes in wearing costume, and costumers take clothing consuming as a self-satisfaction instead of a