文档介绍：摘要
在现代经济社会里,随着中国经济发展、社会文明进步、女性地位的提升,女性消费者已成为消费市场的消费主题,女性已成为重要的消费客户群体。女性控制着国内消费市场过半的营业额,可见,女性消费者是消费市场的主要购买者,女性追求时尚、潮流等消费特点使其在商品消费过程中扮演重要的角色。
女性不仅已成为主导中国日用消费品市场消费观念的主力军,而且正在日益成为影响中国耐用消费品市场消费观念的生力军。谁占女性消费市场份额越大,谁越能吸引女性消费者,谁将成为消费市场的赢家,因此,对汽车行业来说女性已成为很多汽车企业竞争的头号客户群。女性不仅仅是消费的源泉,她们还把握着家庭的消费大权,并承担着多种角色,汽车企业要想在激烈的市场竞争中占有一席之地,就要了解现代女性的消费心理,并采取有针对性的经营策略,从而在女性汽车消费市场中占据优势。
关键词:女性汽车,消费者,心理分析,购车特点,营销策略
Abstract
In the modern economy society, women have e an important consumer customer group. Women control the domestic consumption market more than half the turnover, visible, female consumers is the main buyers consumer market, the pursuit of female fashion, the trend of consumption characteristics such as in modity consumption play an important role in the process.
With China economic development, the social civilization and progress, the promotion of the position of women, women consumer has e a theme of consumption in the consumer market, who accounted for women consumption market share, the bigger the more attracted to women who consumers, who will be the winner of the consumer market, therefore, the auto industry has e a lot of car for women petition number one guest group. Women is not just the source of consumption, they also holds the power consumption of the family, and bear the many parts, auto enterprise want to the petition in the market place, we must understand the modern women's consumption psychology, and to adopt targeted business strategy, and women in car in consumer market dominated.
Key Words:women car, consumer, psychological analysis, shopping features, marketing strategy
目录
1
1
2
靓丽的外观 2
家庭购车,女性诉求占主导 3
4
女性购车“参谋团” 4
购车造型色彩占首位 4
操控简便 5
5
注重销售环境的布置 5
注重女性汽车设计 5
注重对女性消费者的消费产品进行广告宣传 6
采用促销活动迎合对价格敏感的女性消费者 6
6
参考文献 8
致谢 9

近年来中国汽车业发展迅速,国内汽车市场成为各大汽车巨头必争之地,为了在中国汽车市场分得一杯羹,不断推出新车型来满足不同的消费阶层。中国女性,随着社会地位和经济能力的提高对汽车的需求和渴望与日俱增,作为汽车市场一股新的购买