乳品消費人群特點分析PPT課件

1、.,1,消費人群特點分析,.,2,一位營銷大師曾經(jīng)說過：要想抓住你的顧客，首先要了解你的顧客，尊重你的顧客。 A marketing master once said:The customer wanted the customer which wants to hold tight you, want to understand you first, respect you of customer. 由此可見，要想把產(chǎn)品賣得好，第一點，要了解你的顧客群，就是給產(chǎn)品定位，從而找到目標顧客。 Be showed from this, think to sell a product so, fir

2、stly, understand you of customer base, be give the product position and find out target customer thus.,讓我們鎖定消費群體,Let us target to consume community,.,3,女性消費市場特征與分析 The female consumes market characteristic and analysis,女性消費者市場特征與分析,The female consumes market characteristic and analysis,.,4,女性消費者不是指全

3、部女性，只有在實際市場上有購買能力的女性才是女性消費者。 The female consumer doesnt mean all female, only just physically have the female of the ability of purchase on the market be a female consumer. 在我國，通常包括青年、中年女性消費者，年齡段從1855歲左右。 At the our country, usually include the female consumer of the youth, middle age, age segment f

4、rom about 1855 years old. This is that the female in the young child purchase is mostly 這是因為少年兒童中女性購買者多是在家長指導下進行消費活動，無論是男孩子還是女孩子購買行為尚未完全獨立，心理特征區(qū)別不大，因此，不作為主體單獨研究；而老年女性消費者的購買行為和心理從青年、中年時形成了習慣與定式，與中青年女性消費者差別不大，所以我們重點研究中青年女性消費者。 under the parents instruction carry on consuming an activity, regardless is

5、 boys son or girls son to purchase behavior didntyet completely independent, the mental characteristic distinguishes not and greatly, therefore isnt a corpus to study alone;But the old-age and female consumer purchase behavior and mental state from the youth, middle age became habit with settle type

6、, with medium the youth female consumer difference not big, so our point research medium the youth female consumer.,女性消費者市場特征,Female consumer market characteristic,.,5,第一，人數(shù)多，潛力大，是家庭和個人購買決策的重要參與者。 The first, number many, the potential is big, is a family with personal important participant who purch

7、ase decision. 我國人口統(tǒng)計資料表明，人口中女性占一半左右，在市場中往往起著舉足輕重的重要作用。從青年時期開始，她們一般就對自己消費的時裝、化妝品等自主決策。 The our country census taking data expresses that the female in the population has a half or so, usually have in the market prominent important function.From the youth period beginning, they general consume to ones

8、elf of fashionable dresses, cosmetics etc. independence decision. 在家庭中，她們又承擔著妻子、母親的角色，因此，也是絕大多數(shù)食品、日用品、兒童用品的購買者。在家庭大件商品購買中，她們的意見也起著重要的影響作用，有些人甚至就是最終的決策者。 At the family, they undertake the role of wife, mother again, therefore is also a purchase of great majority food, daily necessity, childs thing.In

9、 the family big piece merchandise purchase, their opinions also have important influence function, have some persons even be end decision makers. 由于性格和生理特點，女性喜歡逛商店、購物的愛好已被大多數(shù)人所認同。 Because of personality and physiology characteristics, females liking to stroll a fondness for of store, shopping has al

10、ready been approve by the most people.,女性消費者市場特征,Female consumer market characteristic,.,6,女性消費者市場特征,第二，在現(xiàn)代社會中女性消費者往往懂消費、懂時尚、懂的關心家庭成員，所以她們在購物偏重上具有如下一些特點： The second, the female consumer usually understands consumption, understands vogue and understands in the modern society of concern a family membe

11、r, so they have as follows some characteristicses in over-emphasizing shopping: （一）注重商品的外表和情感因素 (A)Pay attention to outward appearance and emotion factor of merchandise （二）注重商品的使用性和細節(jié)設計 (Two)Usage and detail which pay attention to a merchandise design （三）注重商品的便利性和生活的創(chuàng)造性 (Three)Pay attention to the c

12、onvenience of the merchandise and the creation of the life （四）有較強的自我意識和自尊心 (Four)There is stronger ego realize and sense of pride,Female consumer market characteristic,.,7,（一）注重商品的外表和情感因素 (A)Pay attention to outward appearance and emotion factor of merchandise 男性消費者在購物時，特別是購買生活日用品、家用電器時，較多的注意商品基本功能，

13、實際效用，在購置大件貴重商品時，有較強的理性支配能力；而女性消費者則有很大的不同，她們購買穿著類商品，包括服裝、服飾、鞋帽、圍巾等，對商品外觀、形狀，特別是其中表現(xiàn)的情感因素十分重視，往往在情感因素作用下，產(chǎn)生購買動機。 Male consumer at shopping, especially purchase life daily necessity, home appliances, more basic function of the attention merchandise, actual effect, at purchase a big piece a valuable mer

14、chandise, have a stronger reasonableness domination ability;But the female consumer then have a very great dissimilarity, they purchase a dress merchandise, include clothing, dress, shoe hat, scarf.etc., to the merchandise external appearance, shape, especially express among them of the emotion fact

15、or values very, usually in the emotion factor under the function, the creation purchases motive.,女性消費者市場特征,Female consumer market characteristic,.,8,這里產(chǎn)生情感的原因是多方面的，如商品品牌的寓意、款式色彩所產(chǎn)生的聯(lián)想、商品形狀帶來的美感、環(huán)境氣氛形成的溫馨感覺等，都可以使女性消費者產(chǎn)生購買動機，有時就會產(chǎn)生沖動性購買行為。 My producing affective reason is various, such as the associat

16、ion of thought, merchandise shape produce by the implied meaning, style color of merchandise brand bring of the pleasant impression, environment atmosphere become of sweet felling etc., can purchase motive by the maid servant consumer creation, sometimes produce impulse to purchase behavior. 女性消費者購物

17、時這種情感因素不但在購買自己使用的商品時發(fā)生作用，而且在給丈夫、子女、父母、公婆購買商品時也很強烈。當然，女性消費者因商品引起的情感與個人情趣、興趣、本身的想象力有密切的關系。 Female consumer shopping this kind of emotion factor not only take place a function while purchase the merchandise that oneself use, but also also very strong while giving the husband, sons and daughters, parent

18、s, husbands parents purchase a merchandise.Certainly, the female consumer causes because of the merchandise of emotion and personal interesting aspect, interest, oneself of the imagination dint be near concern.,女性消費者市場特征,Female consumer market characteristic,.,9,（二）注重商品的使用性和細節(jié)設計 (Two)Usage and detai

19、l which pay attention to a merchandise design 由于女性消費者在家庭中的地位及從事家務勞動的經(jīng)驗體會使她們對商品的關注角度與男性有所不同。她們在購買生活日常用品時，更關注商品的實際效用，關心商品帶來的具體利益。 Because the female consumer is at the position of family and be engaged in the concern angle that the household chores experience of the labor realizes to make them to the

20、merchandise and male to have a dissimilarity.They pay attention to the actual effect of merchandise more while purchase living daily thing and concern the concrete benefits that the merchandise bring. 商品在細節(jié)之處的設計優(yōu)勢，往往更能博得女性消費者的歡心。如家庭洗滌劑精巧的噴頭設計、家用微波爐使用的專用器皿，多用途的家庭刀具等。 Merchandises design advantage in

21、the place of detail, usually can even win female consumer of joyful.If family rinse the choiceness spray ones design, household-use microwave oven use of appropriation container, the multipurpose family knife has etc. 她們在購買商品時所表現(xiàn)出來的反復詢問，了解使用方法，使人明顯感覺到女性消費者的細心。 They while purchase merchandise express

22、 of again and again inquire, understand operation method, make the person obviously feel elaboration of female consumer.,女性消費者市場特征,Female consumer market characteristic,.,10,（三）注重商品的便利性和生活的創(chuàng)造性 (Three)Pay attention to the convenience of the merchandise and the creation of the life 目前，我國中青年女性就業(yè)率比較高，城鎮(zhèn)

23、又高于農(nóng)村。她們既要工作，又要做家務勞動，所以迫切希望減輕家務勞動量，縮短家務勞動時間，能更好的娛樂和休息。為此，她們對日常消費品和主副食品的方便性，有更強烈的要求。 Currently, youth in the our country the female employment rate be higher and the town and then Gao is at the village.They since want to work, and then want to do a household chores labor, so urgently hope to ease hou

24、sehold chores labor quantity, shorten a household chores labor for time, the ability is better to amuse and take a rest.For this, their convenience to the daily consumer goods and the main non-staple foodstuff, there is stronger request.,女性消費者市場特征,Female consumer market characteristic,.,11,每一種新的，能減輕

25、其家務勞動的方便消費品，她們都樂意接受，并愿意首先嘗試。 A kind of each new of, can ease the convenient consumer goods of its household chores labor, they all take pleasure in accept, and would like to try first. 同時，女性消費者對生活中新的、富于創(chuàng)造性的事物，也都充滿熱情，如一件新裝飾品、新房間的布置，做一個從未做過的菜等等，以顯示其創(chuàng)造性。 In the meantime, female consumer to life new of,

26、 the thing richer than creation, also all be full of enthusiasm, such as the decoration of a new decorations, bride chamber, do a vegetables etc. which has never done to show that it creates sex.,女性消費者市場特征,Female consumer market characteristic,.,12,女性消費者市場特征,（四）有較強的自我意識和自尊心 (Four)There is stronger e

27、go realize and sense of pride 女性消費者有較強的自我意識和自尊心，對外界事物反應敏感。 The female consumer contains stronger ego consciousness and sense of pride and outward the boundary thing respond sensitive. 她們往往以選擇眼光、購買內(nèi)容及購買標準來評價自己、評價別人。希望自己的購買最有價值、最明智，對別人的否定見解不以為然。即使作為旁觀者，也愿意發(fā)表意見，希望自己的意見被采納。 They usually evaluate himself

28、/herself by choosing taste and purchasing a contents and purchasing standard and evaluate other people.Hope to ownly purchase to there is value most , the most wise, disagree to the other peoples negative views.It even Be an on-looker, would like to also announce an opinion, hope the own opinion to

29、be adopt. 在購買活動中，營業(yè)員的表情、語言、廣告宣傳及評論，都會影響女性消費者的自尊心，進而影響消費行為的實現(xiàn)。 In purchase the activity, the facial expression, language, advertisement of the business member publicity and comment on, will influence the sense of pride of female consumer, then influence a realization of consume the behavior.,Female c

30、onsumer market characteristic,.,13,女性消費者的消費心理特點,二女性消費者的消費心理特點 Two.The female consumer consumes a mental characteristics 日常生活中，大多數(shù)商品的購買、消費均與女性有關，她們可能不是商品的直接使用者，卻極有可能是這些商品購買的倡議者、信息搜集者、意見提供者、決策者與購買的執(zhí)行者。 In the daily life, most merchandises purchase, the consumption all relates to female, they may be th

31、e direct user of merchandise, but pole probably is these merchandises to purchase of propose, information collection, opinion promoter, decision maker with purchase of performance. 在18-45歲這一年齡范圍內(nèi)，絕大多數(shù)女性都經(jīng)歷了從“女兒”轉(zhuǎn)變?yōu)椤捌拮印?，從“妻子”進一步轉(zhuǎn)變?yōu)椤澳赣H和妻子”的過程。特別是第二個角色變化重大，女性承擔的生活責任、社會責任比以前顯著增加，消費心理和行為發(fā)生了較大的變化。 Within

32、the scope of 18-45 years old this age, great majoritys ising female to all experience is wife from the change ofdaughter, is the process of mother and wife from the further change ofwife.Especially the second role variety is important, the female undertake of the living responsibility, social respon

33、sibility ratio showed Zhao increment before and consumed mental state and behavior to take place bigger variety. 本文以第二個轉(zhuǎn)變?yōu)閰^(qū)分標志，將18-45歲左右的女性進一步分為生育前(18-30歲左右)和生育后(30-45歲左右)兩個群體來分析女性消費心理與行為。 This text takes the second change as a distinction marking and is divided into about 18-45 years old female fur

34、ther before grow(about 18-30 years old) and grow behind(about 30-45 years old) two communities to analytical the female consume mental state and behavior.,The female consumer consumes a mental characteristics,.,14,大多數(shù)18歲以上的生育前女性，開始步入社會參加工作，基本能夠掌握自己的經(jīng)濟命脈。這一群體的女性尚沒有生育子女，在心理上還不是一個成熟的女性; 她們暫時沒有贍養(yǎng)老人和撫養(yǎng)小孩

35、的負擔，閑暇時間比較充裕，社會交往活動多。這些因素導致她們形成以下幾個相對于其它群體較為突出的消費心理特點： The majority is above 18 years old to grow an ex- female, start follow a society to attend a work, basic can control an own economic life vein.The female of this group body still didnt grow sons and daughters, at mentally not just a mature femal

36、e;They temporarily didnt provide for an old man and bring up the kids burden, more abundant spare time time, the society associate activity many.These factors cause them become a few opposite more and outstandingly consume a mental characteristics at other communities as follows:,女性消費者的消費心理特點,The fe

37、male consumer consumes a mental characteristics,.,15,(1)求美心理。 (1)Beg the United States mental state. 18歲以上的生育前女性正處于戀愛、婚姻階段，她們與異性交往的機會比較多。此外，在就業(yè)以及社會交往等方面，外在形象與青年女性能否得到一個滿意的職位、辦事能否順利也有著密切的關系。這些因素從側(cè)面強化了青年女性對美的追求，并使之內(nèi)化為她們的行為特別是消費行為的實現(xiàn)。 18Year old above grow an ex- female is be placed in in love, marriag

38、e stage, they associate with opposite sex of the opportunity be more.In addition can get a post of satisfaction and handle affairs and can smoothly also have at the employment and social association etc., outside image and youth female near concern.These factors enhanced youth a female to pursue of

39、the United States from the on the side, and make inside change into their behavior to especially consume a behavioral realization.,女性消費者的消費心理特點,The female consumer consumes a mental characteristics,.,16,(2)追逐名牌。 (2)Pursue famous brand. 人們購買名牌一方面可以減少購買的風險，另一方面則用來顯示自我，表現(xiàn)自己的經(jīng)濟地位、品位和氣質(zhì)。青年女性的逐名心理主要表現(xiàn)在她們的

40、品牌選擇過程中。 Peoples purchasing famous brand on the other hand can reduce to purchase of risk, then use on the other hand to show ego, express an own economic position, personal status friendly quality.The youth female pursues and the mental state mainly expresses in their brands the choice the process.

41、 對這類消費者來說，她們的購買決策比較簡單，產(chǎn)品的品牌知名度、社會影響力為選擇依據(jù)。 To this consumer, they purchase decision more and in brief, the brand popularity, social influence of product is a choice basis. 在同類競爭品牌中，不管質(zhì)量、價格如何，只要是知名品牌，只要品牌名氣大，就容易獲得她們的青睞。 Ignore in the same kind competition brand how quality, price is, as long as is a

42、well-known brand, want only brand reputation greatly, easily acquire their favor.,女性消費者的消費心理特點,The female consumer consumes a mental characteristics,.,17,(3)追求個性化。 (3)Pursue characteristic. 當今，當你走進繁華的都市鬧市區(qū)，很難看到穿著打扮一樣的青年女性，要是兩個人穿著一樣，往往會被譏為“情侶裝”。這就是青年女性追求個性化的結(jié)果。 Be you to walk into prosperous city bus

43、y streets area nowadays, can hardly see dress foppery similar youth a female, if two personal dresses be similar, usually drive the Ji is forthe lovers pack.This be the youth the female pursue a characteristic result.,女性消費者的消費心理特點,The female consumer consumes a mental characteristics,.,18,不同的人使用不同顏色

44、或不同造型的商品是追求個性化的表現(xiàn)。同樣，不同的人使用不同品牌的商品，也是追求個性化的表現(xiàn)。 Different persons using the merchandise of different color or different shape is to pursue a characteristic performance.Equally, the different person uses the merchandise of different brand, also is to pursue a characteristic performance. 因此，從企業(yè)的角度來說，一方

45、面應該生產(chǎn)不同規(guī)格、造型、色彩、樣式的產(chǎn)品來滿足不同人的需要，另一方面應該努力塑造品牌的個性化形象，來滿足具有表現(xiàn)某種個性的消費者的需求。 Therefore on the other hand shoulded produce the product of different specification, shape, color, style to satisfied different persons demand in view of the angle of business enterprise, shoulded make great effort on the other ha

46、nd characteristic image of mold the brand, satisfy the need of consumer of have the performance a certain character.,女性消費者的消費心理特點,The female consumer consumes a mental characteristics,.,19,生育后至45歲的女性，一般承擔著“相夫教子”的責任，家務比較繁忙，家庭經(jīng)濟壓力較大，閑暇時間和社會交往均比生育前減少。她們的注意力已經(jīng)從過去對自己的關注，逐步轉(zhuǎn)向?qū)⒆?、丈夫以至整個家庭的關注上。由于生活形態(tài)和責任的變化，

47、其突出的特點有如下幾個方面： Generally undertake the responsibility forassist husband and bring up children to the 45-year-old female after grow, the household chores is more busy, family economic pressure more big, spare time time and the society associate all compare reduce before grow.Their attention already f

48、rom gradually change direction to the kid, husband to own concern in the past with to the concern of the whole family up.In order to living the variety of appearance and responsibility, the its outstanding characteristics is like to descend a few aspects:,女性消費者的消費心理特點,The female consumer consumes a

49、mental characteristics,.,20,(1)愛子心理。 (1)The lovely son is mental. 美國廣告學家D施塔奇關于動機強度的調(diào)查研究表明“對子女的愛”這一動機是各種各樣動機中最強的一種，它僅次于“食欲”動機，處于第二位。母親對子女的愛更多體現(xiàn)在關心小孩的衣食、營養(yǎng)和健康等有形的方面。也就是說，女性對子女的愛更多地與兒童用品的消費結(jié)合起來。所以，大多數(shù)兒童食品、藥品以及各種兒童用品，將廣告和促銷目標瞄準母親們，是有道理的。 The advertisement learns of the The American a D the motive streng

50、th of the research concerning of the inquisition of Shi Ta3 Qi2 the motive of the express that inthe to the daughters love of the sons and is the the motive of of the each kind of the in various of the most strong 1 kind, it only next toappetite motive, be placed in the second.The mother loves sons

51、and daughters more aspects of having material forms such as food and clothings, nourishment and health etc. that the bodies concern a children now.Be also say, the female loves sons and daughters to morely put together with the consumption knot of childrens thing.So, most childrens foods, drugs and

52、various childrens thing, take aim at advertisement and promotion target the mothers, is reasonable.,女性消費者的消費心理特點,The female consumer consumes a mental characteristics,.,21,(2)愛夫心理。 (2)Love man mental state. 一個家庭的飲食、衛(wèi)生狀況、丈夫的穿著打扮甚至健康狀況等，人們都會不自覺地與家庭的女主人聯(lián)系起來。于是，許多商品的銷售也就跟如何幫助女性成為“賢內(nèi)助”聯(lián)系起來。不過，今天的某些男性商品在廣

53、告宣傳上并沒有充分考慮到女性在購買中的作用，這是值得注意和重視的。 A dress of food, health condition, husband of family dress up even healthily condition etc., people all will not aware of self the hostess contact of ground and family to get up.Hence, many sales of merchandises also how does the heel help a female to become your wi

54、fe to contact.However, todays some and male merchandise is in advertise publicity have no full in consideration of the female is in purchase of function, this is remarkable and value.,女性消費者的消費心理特點,The female consumer consumes a mental characteristics,.,22,(3)從眾心理。 (3)From many mental states. 社會心理學的研

55、究發(fā)現(xiàn)，從眾心理與個人的自信心有關。 The research of social psychology discover that relevant from many mental and personal self-confident hearts. 當個人對自己面臨的事情比較了解時，自信心會增加，從眾現(xiàn)象則減少；相反，當個人對所要面對的事情不了解、缺乏自信心時，從眾現(xiàn)象增多。 When personal affair comparison faced to oneselfs understanding, the self-confident heart will increase an

56、d then reduce from many phenomenon;Contrary, when personal dont understand, lack self-confident heart to the affair wanted to face, increase from many phenomenon. 作為“母親”的女性由于注意力集中在家庭中，社會交往減少，對外界事物包括商品的新信息的了解比以前減少，因此在做許多商品的購買決策時，往往會顯得自信心不足，因而出現(xiàn)從眾行為。 Be mothers female because the attention concentrate

57、s at family, social association decrease, outward the boundary thing include understanding of the new information of merchandise ratio past reduce, so usually seem to be while do purchase of many merchandiseses decision from lack confidence, as a result appear from many behavior.,女性消費者的消費心理特點,The fe

58、male consumer consumes a mental characteristics,.,23,女性消費心理變化新動向,女性消費者的行為有個人差異，因狀況的不同而有變化，相當復雜。 The behavior of the female consumer contains personal difference, have variety because of the dissimilarity of condition, very complicated. 不過主要是受三種因素支配：經(jīng)濟因素、心理因素和社會因素。就其心理因素來說，又包括動機、知覺、學習、思考、個性、態(tài)度、價值觀。 H

59、owever mainly is be subjected to three sow the cause a plain domination:Economic factor, mental factor and social factor.It mental factor to say, and then include motive, consciousness, study, consider, character, attitude, value. 不了解女性消費心理的變化，就不可能了解女性市場。當前，女性的個性化傾向變得強烈。 Dont understand a female to consume mental variety, understand a female market impossibly.At present, the females characteristic tendency becomes strong. 現(xiàn)代的女性生活形態(tài)，已經(jīng)從大家都相同的標準型，進入了與他人不同的特殊型。她們不再以同一標準為目標，而是去追求每個人都不同的個性化生活。 Modern female life appearance, already from everyones same standard type, get into and the others diffe