乳品消費人群特點分析

消費人群特點分析乳品消費人群特點分析一位營銷大師曾經說過："要想抓住你的顧客，首先要了解你的顧客，尊重你的顧客"。Amarketingmasteroncesaid:"Thecustomerwantedthecustomerwhichwantstoholdtightyou,wanttounderstandyoufirst,respectyouofcustomer".由此可見，要想把產品賣得好，第一點，要了解你的顧客群，就是給產品定位，從而找到目標顧客。Beshowedfromthis,thinktosellaproductso,firstly,understandyouofcustomerbase,begivetheproductpositionandfindouttargetcustomerthus.讓我們鎖定消費群體Letustargettoconsumecommunity乳品消費人群特點分析女性消費市場特征與分析Thefemaleconsumesmarketcharacteristicandanalysis女性消費者市場特征與分析Thefemaleconsumesmarketcharacteristicandanalysis乳品消費人群特點分析女性消費者不是指全部女性，只有在實際市場上有購買能力的女性才是女性消費者。Thefemaleconsumerdoesn'tmeanallfemale,onlyjustphysicallyhavethefemaleoftheabilityofpurchaseonthemarketbeafemaleconsumer.在我國，通常包括青年、中年女性消費者，年齡段從18~55歲左右。Attheourcountry,usuallyincludethefemaleconsumeroftheyouth,middleage,agesegmentfromabout18~55yearsold.Thisisthatthefemaleintheyoungchildpurchaseismostly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。undertheparent'sinstructioncarryonconsuminganactivity,regardlessisboy'ssonorgirl'ssontopurchasebehaviordidn't°yetcompletelyindependent,thementalcharacteristicdistinguishesnotandgreatly,thereforeisn'tacorpustostudyalone;Buttheold-ageandfemaleconsumerpurchasebehaviorandmentalstatefromtheyouth,middleagebecamehabitwithsettletype,withmediumtheyouthfemaleconsumerdifferencenotbig,soourpointresearchmediumtheyouthfemaleconsumer.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析第一，人數多，潛力大，是家庭和個人購買決策的重要參與者。Thefirst,numbermany,thepotentialisbig,isafamilywithpersonalimportantparticipantwhopurchasedecision.我國人口統計資料表明，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。Theourcountrycensustakingdataexpressesthatthefemaleinthepopulationhasahalforso,usuallyhaveinthemarketprominentimportantfunction.Fromtheyouthperiodbeginning,theygeneralconsumetooneselfoffashionabledresses,cosmeticsetc.independencedecision.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。Atthefamily,theyundertaketheroleofwife,motheragain,thereforeisalsoapurchaseofgreatmajorityfood,dailynecessity,child'sthing.Inthefamilybigpiecemerchandisepurchase,theiropinionsalsohaveimportantinfluencefunction,havesomepersonsevenbeenddecisionmakers.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人所認同。Becauseofpersonalityandphysiologycharacteristics,female'slikingtostrollafondnessforofstore,shoppinghasalreadybeenapprovebythemostpeople.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析女性消費者市場特征第二，在現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：Thesecond,thefemaleconsumerusuallyunderstandsconsumption,understandsvogueandunderstandsinthemodernsocietyofconcernafamilymember,sotheyhaveasfollowssomecharacteristicsesinover-emphasizingshopping:（一）

注重商品的外表和情感因素(A)Payattentiontooutwardappearanceandemotionfactorofmerchandise（二）注重商品的使用性和細節(jié)設計(Two)Usageanddetailwhichpayattentiontoamerchandisedesign（三）注重商品的便利性和生活的創(chuàng)造性(Three)Payattentiontotheconvenienceofthemerchandiseandthecreationofthelife（四）有較強的自我意識和自尊心(Four)ThereisstrongeregorealizeandsenseofprideFemaleconsumermarketcharacteristic乳品消費人群特點分析（一）

注重商品的外表和情感因素(A)Payattentiontooutwardappearanceandemotionfactorofmerchandise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，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，特別是其中表現的情感因素十分重視，往往在情感因素作用下，產生購買動機。Maleconsumeratshopping,especiallypurchaselifedailynecessity,homeappliances,morebasicfunctionoftheattentionmerchandise,actualeffect,atpurchaseabigpieceavaluablemerchandise,haveastrongerreasonablenessdominationability;Butthefemaleconsumerthenhaveaverygreatdissimilarity,theypurchaseadressmerchandise,includeclothing,dress,shoehat,scarf...etc.,tothemerchandiseexternalappearance,shape,especiallyexpressamongthemoftheemotionfactorvaluesvery,usuallyintheemotionfactorunderthefunction,thecreationpurchasesmotive.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析這里產生情感的原因是多方面的，如商品品牌的寓意、款式色彩所產生的聯想、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生購買動機，有時就會產生沖動性購買行為。Myproducingaffectivereasonisvarious,suchastheassociationofthought,merchandiseshapeproducebytheimpliedmeaning,stylecolorofmerchandisebrandbringofthepleasantimpression,environmentatmospherebecomeofsweetfellingetc.,canpurchasemotivebythemaidservantconsumercreation,sometimesproduceimpulsetopurchasebehavior.女性消費者購物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。Femaleconsumershoppingthiskindofemotionfactornotonlytakeplaceafunctionwhilepurchasethemerchandisethatoneselfuse,butalsoalsoverystrongwhilegivingthehusband,sonsanddaughters,parents,husband'sparentspurchaseamerchandise.Certainly,thefemaleconsumercausesbecauseofthemerchandiseofemotionandpersonalinterestingaspect,interest,oneselfoftheimaginationdintbenearconcern.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析（二）注重商品的使用性和細節(jié)設計(Two)Usageanddetailwhichpayattentiontoamerchandisedesign由于女性消費者在家庭中的地位及從事家務勞動的經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。Becausethefemaleconsumerisatthepositionoffamilyandbeengagedintheconcernanglethatthehouseholdchoresexperienceofthelaborrealizestomakethemtothemerchandiseandmaletohaveadissimilarity.Theypayattentiontotheactualeffectofmerchandisemorewhilepurchaselivingdailythingandconcerntheconcretebenefitsthatthemerchandisebring.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。Merchandise'sdesignadvantageintheplaceofdetail,usuallycanevenwinfemaleconsumerofjoyful.Iffamilyrinsethechoicenesssprayone'sdesign,household-usemicrowaveovenuseofappropriationcontainer,themultipurposefamilyknifehasetc..她們在購買商品時所表現出來的反復詢問，了解使用方法，使人明顯感覺到女性消費者的細心。Theywhilepurchasemerchandiseexpressofagainandagaininquire,understandoperationmethod,makethepersonobviouslyfeelelaborationoffemaleconsumer.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析（三）注重商品的便利性和生活的創(chuàng)造性(Three)Payattentiontotheconvenienceofthemerchandiseandthecreationofthelife目前，我國中青年女性就業(yè)率比較高，城鎮(zhèn)又高于農村。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,youthintheourcountrythefemaleemploymentratebehigherandthetownandthenGaoisatthevillage.Theysincewanttowork,andthenwanttodoahouseholdchoreslabor,sourgentlyhopetoeasehouseholdchoreslaborquantity,shortenahouseholdchoreslaborfortime,theabilityisbettertoamuseandtakearest.Forthis,theirconveniencetothedailyconsumergoodsandthemainnon-staplefoodstuff,thereisstrongerrequest.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析每一種新的，能減輕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。Akindofeachnewof,caneasetheconvenientconsumergoodsofitshouseholdchoreslabor,theyalltakepleasureinaccept,andwouldliketotryfirst.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。Inthemeantime,femaleconsumertolifenewof,thethingricherthancreation,alsoallbefullofenthusiasm,suchasthedecorationofanewdecorations,bridechamber,doavegetablesetc.whichhasneverdonetoshowthatitcreatessex.女性消費者市場特征Femaleconsumermarketcharacteristic乳品消費人群特點分析女性消費者市場特征（四）有較強的自我意識和自尊心(Four)Thereisstrongeregorealizeandsenseofpride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。Thefemaleconsumercontainsstrongeregoconsciousnessandsenseofprideandoutwardtheboundarythingrespondsensitive.她們往往以選擇眼光、購買內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。Theyusuallyevaluatehimself/herselfbychoosingtasteandpurchasingacontentsandpurchasingstandardandevaluateotherpeople.Hopetoownlypurchasetothereisvaluemost,themostwise,disagreetotheotherpeople'snegativeviews.ItevenBeanon-looker,wouldliketoalsoannounceanopinion,hopetheownopiniontobeadopt.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。Inpurchasetheactivity,thefacialexpression,language,advertisementofthebusinessmemberpublicityandcommenton,willinfluencethesenseofprideoffemaleconsumer,theninfluencearealizationofconsumethebehavior.Femaleconsumermarketcharacteristic乳品消費人群特點分析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.Thefemaleconsumerconsumesamentalcharacteristics日常生活中，大多數商品的購買、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。Inthedailylife,mostmerchandisespurchase,theconsumptionallrelatestofemale,theymaybethedirectuserofmerchandise,butpoleprobablyisthesemerchandisestopurchaseofpropose,informationcollection,opinionpromoter,decisionmakerwithpurchaseofperformance.在18-45歲這一年齡范圍內，絕大多數女性都經歷了從“女兒”轉變?yōu)椤捌拮印?，從“妻子”進一步轉變?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。Withinthescopeof18-45yearsoldthisage,greatmajority'sisingfemaletoallexperienceis"wife"fromthechangeof"daughter",istheprocessof"motherandwife"fromthefurtherchangeof"wife".Especiallythesecondrolevarietyisimportant,thefemaleundertakeofthelivingresponsibility,socialresponsibilityratioshowedZhaoincrementbeforeandconsumedmentalstateandbehaviortotakeplacebiggervariety.本文以第二個轉變?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。Thistexttakesthesecondchangeasadistinctionmarkingandisdividedintoabout18-45yearsoldfemalefurtherbeforegrow(about18-30yearsold)andgrowbehind(about30-45yearsold)twocommunitiestoanalyticalthefemaleconsumementalstateandbehavior.Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析大多數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：Themajorityisabove18yearsoldtogrowanex-female,startfollowasocietytoattendawork,basiccancontrolanowneconomiclifevein.Thefemaleofthisgroupbodystilldidn'tgrowsonsanddaughters,atmentallynotjustamaturefemale;Theytemporarilydidn'tprovideforanoldmanandbringupthekid'sburden,moreabundantsparetimetime,thesocietyassociateactivitymany.Thesefactorscausethembecomeafewoppositemoreandoutstandinglyconsumeamentalcharacteristicsatothercommunitiesasfollows:女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析(1)求美心理。(1)BegtheUnitedStatesmentalstate.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。這些因素從側面強化了青年女性對美的追求，并使之內化為她們的行為特別是消費行為的實現。18Yearoldabovegrowanex-femaleisbeplacedininlove,marriagestage,theyassociatewithoppositesexoftheopportunitybemore.Inadditioncangetapostofsatisfactionandhandleaffairsandcansmoothlyalsohaveattheemploymentandsocialassociationetc.,outsideimageandyouthfemalenearconcern.ThesefactorsenhancedyouthafemaletopursueoftheUnitedStatesfromtheontheside,andmakeinsidechangeintotheirbehaviortoespeciallyconsumeabehavioralrealization.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析(2)追逐名牌。(2)Pursuefamousbrand.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，表現自己的經濟地位、品位和氣質。青年女性的逐名心理主要表現在她們的品牌選擇過程中。People'spurchasingfamousbrandontheotherhandcanreducetopurchaseofrisk,thenuseontheotherhandtoshowego,expressanowneconomicposition,personalstatusfriendlyquality.Theyouthfemalepursuesandthementalstatemainlyexpressesintheirbrandsthechoicetheprocess.對這類消費者來說，她們的購買決策比較簡單，產品的品牌知名度、社會影響力為選擇依據。Tothisconsumer,theypurchasedecisionmoreandinbrief,thebrandpopularity,socialinfluenceofproductisachoicebasis.在同類競爭品牌中，不管質量、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。Ignoreinthesamekindcompetitionbrandhowquality,priceis,aslongasisawell-knownbrand,want～onlybrandreputationgreatly,easilyacquiretheirfavor.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析(3)追求個性化。(3)Pursuecharacteristic.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果。Beyoutowalkintoprosperouscitybusystreetsareanowadays,canhardlyseedressfopperysimilaryouthafemale,iftwopersonaldressesbesimilar,usuallydrivetheJiisfor"theloverspack".Thisbetheyouththefemalepursueacharacteristicresult.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析不同的人使用不同顏色或不同造型的商品是追求個性化的表現。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。Differentperson'susingthemerchandiseofdifferentcolorordifferentshapeistopursueacharacteristicperformance.Equally,thedifferentpersonusesthemerchandiseofdifferentbrand,alsoistopursueacharacteristicperformance.

因此，從企業(yè)的角度來說，一方面應該生產不同規(guī)格、造型、色彩、樣式的產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，來滿足具有表現某種個性的消費者的需求。Thereforeontheotherhandshouldedproducetheproductofdifferentspecification,shape,color,styletosatisfieddifferentperson'sdemandinviewoftheangleofbusinessenterprise,shouldedmakegreateffortontheotherhandcharacteristicimageofmoldthebrand,satisfytheneedofconsumerofhavetheperformanceacertaincharacter.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析生育后至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。她們的注意力已經從過去對自己的關注，逐步轉向對孩子、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，其突出的特點有如下幾個方面：Generallyundertaketheresponsibilityfor"assisthusbandandbringupchildren"tothe45-year-oldfemaleaftergrow,thehouseholdchoresismorebusy,familyeconomicpressuremorebig,sparetimetimeandthesocietyassociateallcomparereducebeforegrow.Theirattentionalreadyfromgraduallychangedirectiontothekid,husbandtoownconcerninthepastwithtotheconcernofthewholefamilyup.Inordertolivingthevarietyofappearanceandresponsibility,theitsoutstandingcharacteristicsisliketodescendafewaspects:女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析(1)愛子心理。(1)Thelovelysonismental.美國廣告學家D·施塔奇關于動機強度的調查研究表明“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合起來。所以，大多數兒童食品、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。TheadvertisementlearnsoftheTheAmericanaD·themotivestrengthoftheresearchconcerningoftheinquisitionofShiTa3Qi2themotiveoftheexpressthatin"thetothedaughters'loveofthesonsand"isthethemotiveofoftheeachkindoftheinvariousofthemoststrong1kind,itonlynextto"appetite"motive,beplacedinthesecond.Themotherlovessonsanddaughtersmoreaspectsofhavingmaterialformssuchasfoodandclothings,nourishmentandhealthetc.thatthebodiesconcernachildrennow.Bealsosay,thefemalelovessonsanddaughterstomorelyputtogetherwiththeconsumptionknotofchildren'sthing.So,mostchildren'sfoods,drugsandvariouschildren'sthing,takeaimatadvertisementandpromotiontargetthemothers,isreasonable.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析(2)愛夫心理。(2)Lovemanmentalstate.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“賢內助”聯系起來。不過，今天的某些男性商品在廣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。Adressoffood,healthcondition,husbandoffamilydressupevenhealthilyconditionetc.,peopleallwillnotawareofselfthehostesscontactofgroundandfamilytogetup.Hence,manysalesofmerchandisesalsohowdoestheheelhelpafemaletobecome"yourwife"tocontact.However,today'ssomeandmalemerchandiseisinadvertisepublicityhavenofullinconsiderationofthefemaleisinpurchaseoffunction,thisisremarkableandvalue.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析(3)從眾心理。(3)Frommanymentalstates.社會心理學的研究發(fā)現，從眾心理與個人的自信心有關。Theresearchofsocialpsychologydiscoverthatrelevantfrommanymentalandpersonalself-confidenthearts.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，從眾現象增多。Whenpersonalaffaircomparisonfacedtooneselfsunderstanding,theself-confidentheartwillincreaseandthenreducefrommanyphenomenon;Contrary,whenpersonaldon'tunderstand,lackself-confidenthearttotheaffairwantedtoface,increasefrommanyphenomenon.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，因而出現從眾行為。Be"mother"'sfemalebecausetheattentionconcentratesatfamily,socialassociationdecrease,outwardtheboundarythingincludeunderstandingofthenewinformationofmerchandiseratiopastreduce,sousuallyseemtobewhiledopurchaseofmanymerchandisesesdecisionfromlackconfidence,asaresultappearfrommanybehavior.女性消費者的消費心理特點Thefemaleconsumerconsumesamentalcharacteristics

乳品消費人群特點分析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。Thebehaviorofthefemaleconsumercontainspersonaldifference,havevarietybecauseofthedissimilarityofcondition,verycomplicated.不過主要是受三種因素支配：經濟因素、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。Howevermainlyisbesubjectedtothreesowthecauseaplaindomination:Economicfactor,mentalfactorandsocialfactor.Itmentalfactortosay,andthenincludemotive,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。Don'tunderstandafemaletoconsumementalvariety,understandafemalemarketimpossibly.Atpresent,thefemale'scharacteristictendencybecomesstrong.現代的女性生活形態(tài)，已經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。

Modernfemalelifeappearance,alreadyfromeveryonessamestandardtype,getintoandtheothersdifferentspecialtype.Theynolongertakesamestandardasatarget,butpursuethealldifferentcharacteristiclifeofeverybody.?Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析另外，由于價值觀的變化，現代女性的自主意識增強。Moreover,becauseofthevarietyofvalue,themodernfemale'sindependentconsciousnessstrengthen.在家庭中強烈希望“擁有不受丈夫或小孩束縛的時間”，“想做家務事以外有益于自己的事情”，在工作場所則要求“發(fā)揮自己的才能”、“尋找自身價值”，不再只是要賺錢。

并且，現代女性的價值觀也有了根本的變化。Stronglyhope"owntimethathusbandorkidtieupofbefreefrom"atfamily,"wanttodohouseholdchoresoutsidebegoodforanownaffair"isworkplacethenrequest"developownlythencan","lookforoneselfvalue",nolongerjustwanttomakemoney.?And,themodernfemale'svaluealsohadbasicvariety.一向以相夫教子為自己唯一追求，視賢妻良母為終極榜樣的傳統女性，現在已經轉變?yōu)椤俺龅脧d堂，入得廚房”的知識女性轉變。Alwayswithassisthusbandandbringupchildrenforoneselfuniquepursue,treatunderstandingwifeandlovingmotherasthetraditionalfemaleofultimateendmodel,havealreadychangedinto"gethall,gointokitchen"nowoftheknowledgefemalechange.女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析女性最大的變化，是可自由支配的時間增多了。Femalebiggestvarietywastimethatcanfreelycontroltoincrease.首先是因為壽命延長，養(yǎng)育小孩的期間縮短，結果使得人生整體的自由支配時間增長了。Theperiodbeingtoprolongbecauseoflifespanfirst,rearingchildrenshortenandmakeasaresultlifewholefreedomcontroltimeincreased.另外是因為家用電器的普及和速食食品，家務鐘點工服務業(yè)的發(fā)展等，使得以一日為單位的自由時間增多了。Moreoveristhedevelopmentoftheworkservicingbusinessofthehouseholdchoreshourbecauseofuniversalityandconveniencefoodofhomeappliancesetc.,makewithonthefirstforunitoffreetimeincreased.女性不必再為家務事而辛苦，進而可以享受許多的自由時間。

Thefemaleneednotisahouseholdchoresagainbuthardthencanenjoymuchfreetime.?女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析基于上述原因，現代女性消費心理出現了以下新的動向：Accordingtotheabove-mentionedreason,themodernfemaleconsumedmentalstatetoappearfollowingnewtrend:(l)女性的變身動向。(l)Thefemalechangebodytrend.希望生活多樣化。Hopetoliveadiversification.希望嘗試不同的生活方式。Hopetotrydifferentlifestyle.希望改變身份。Hopetochangeanidentity.希望經歷各種體驗。Hopecareervariousexperience.表現在日常生活方面，即要求在服飾、發(fā)型、裝飾方面多樣化。

Expressinthedailylife,thenrequestinthedress,hairstyleanddecorateanaspectdiversification.?女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析(2)女性的挑戰(zhàn)動向。(2)Thefemale'schallengetrend.希望試試想要做的事情。Hopetotrytheaffairwhichwantstodo.希望冒險。Hopetotakearisk.希望向某些事物挑戰(zhàn)。Hopetochallengetowardsomethings.希望自己能親身體驗。Hopeoneselfcanpersonallyexperiencepersonally.一些標新立異的商品、服務正是順應女性這種想突破被約束的現實而產生的。

Someeccentricitymerchandises,serviceareexactlyconformancesfemalethiskindofthinkstherealitythatthebreakthroughiscontrolbutoutputof.女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析(3)女性的自立動向。(3)Thefemale'sindependencetrend.希望在經濟和精神方面都能自立。Hopeintheeconomyandthespiritsallabilityindependence.希望脫離傳統，按自己的心意生活。Hopetoescapefromatradition,presstheownintentionlife.現在“女性的自立”已是社會上的主題，只要稍微觀察女性雜志的標題，就可以看出其中一二，而表現女性自立和強調自我意識的商品就更能博得她們的歡心。

"Thefemale'sindependence"isalreadythetopicofsocietynow,aslongasalittlebitobservetheheadlineoffemalemagazine,canseeamongthem12,buttheperformancefemaleindependencewithemphasizetorealizebyone'sownofthemerchandisecanevenwintheirjoyful.?女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析(4)女性的即時動向。(4)Thefemale'sinstanttrend.希望節(jié)時、方便。Hopestanza,convenience.例如，使用速食食品、罐裝食品、冷凍食品、調味料的情形增加了。Forexample,thesituationoftheusageconveniencefood,cannedfood,frozenfood,seasoningincreased.主婦們能照顧家人，又節(jié)省自己時間的有效辦法，就是利用省時的商品或外部服務。

Thehousewifescanlookafterfamily,againtheeconomicalvalidwayofoneselftimebemerchandiseorexteriorservicewhichmakesuseoftosavetime.女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析(5)女性的愉快動向。(5)Thefemale'spleasedtrend.希望過得快樂。Oncehopehappiness.希望做自己喜歡做的事。Hopetodothematterthatoneselflikestodo.這種動向以女性大學生和獨身女性最為顯著。ThiskindoftrendwiththefemaleuniversitystudentandthecelibacyfemalemostforshowZhao.她們的消費傾向為“一流行、二休閑、三文化”，可以看出都是要享受現在的時間。Theirconsumptionsinclinetofor"top-gradeline,tworecreations,threecultures",canseeatimewhichwanttoenjoynow.她們希望在結婚這個轉折點到來以前，能夠盡情享受，并且做自己希望做的事情。Theyhopeatgetmarriedthisturntoorderanarrivalbefore,canheartilyenjoy,anddooneselftohopetodoofaffair.因此，比同年齡的男性來說，其愉快動向要強烈得多。

Thereforesaythanthemaleofofanage,itispleasedthattrend'swantingtobestronghavetobemany.?女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析鑒于女性消費心理對整個消費市場的重要性及其變遷，企業(yè)在制定營銷組合策略時，應特別注意現代女性消費者的心理特征及其變化趨勢，采取適宜的措施。Owingtofemale'sconsumingmentalstatetothewholeimportanceanditschangewhichconsumeamarket,thebusinessenterpriseshouldspeciallynoticementalcharacteristicanditsvarietytrendofmodernandfemaleconsumerwhiledrawingupamarketingcombinationstrategyandadoptfeatmeasure.例如，企業(yè)的櫥窗布置，應注意明朗、熱烈的氣氛；商品的設計、色彩、款式要注意誘發(fā)女性的情感；在商品的包裝裝璜、經營方式等方面，要新穎、別致、適時方便。Forexample,theshowroomdecorationofbusinessenterprise,shouldnoticelucidity,warmatmosphere;Thedesign,color,styleofmerchandisewantstonoticeemotionofinductthefemale;Atpackofmerchandisedecoration,conductwayetc.,wanttobenovel,interestingandnovel,welltimedconvenience.女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析向女性消費者宣傳某商品的好處和具體利益，比向她們宣傳商品的質量、性能效果更好。Publicizeeingadvantageandconcretebenefitsofsomemerchandisetowardthefemaleconsumerisbetterthanthequality,functioneffectpublicizeedamerchandisetowardthem.可見，只要能密切注意女性世界，研究并了解女性消費者的購買動機與需求以及決策的心理活動過程，就能隨時把握住女性消費市場的新契機乃至整個消費市場的變遷及發(fā)展趨勢，企業(yè)就能做到先發(fā)制人，使企業(yè)商品的形象契合消費者的印象，并經由有力的銷售訴求，將潛在消費者轉變?yōu)閷嶋H消費者，市場前景一定是廣闊的。Itisthusclearthat,aslongascancloselynoticefemaleworld,studyandthementalmovableprocessunderstoodmotiveandneedofthepurchaseoffemaleconsumerandmadepolicy,canholdthenewchancethatthefemaleconsumesamarketatanytimeistothewholechangeanddevelopmenttrendwhichconsumeamarket,thebusinessenterprisecanmakepreemptive,maketheimageofbusinessenterprisemerchandiseagreewiththeimpressionofconsumer,andthroughemollientlysellaclaim,changelatentconsumerintoactualconsumer,themarketforegroundmustbevast.女性消費心理變化新動向Thefemaleconsumesmentalstatetochangenewtrend乳品消費人群特點分析面向女性消費者的心理策略女性消費者在購買活動中地位重要，影響決策力強，她們的購買心理具有感情豐富、性格細膩的特點。Femaleconsumerthepositionisimportantinpurchasetheactivityandinfluencedecisiondintstrong,theirpurchasementalstatetohaveaffectionabundant,thepersonalitydelicatecharacteristics.根據上述特點，面向女性消費者的市場營銷心理策略主要有以下幾種：Accordingtotheabove-mentionedcharacteristics,thementalstrategyofthemarketmarketingwhichfacestofemaleconsumermainlyincludesthefollowingafewkinds:第一,售環(huán)境布置要典雅溫馨，熱烈明快，具有個性特色。Thefirst,sellenvironmenttoarrangetowantaculturedsweet,warmlyclearhavecharacterspecialfeaturesquickly.女性消費者在購買家庭裝飾品，穿著類商品、首飾、化妝品時，追求浪漫的心理感覺。Thefemaleconsumerispurchasefamilydecorations,dressmerchandise,jewelry,cosmetics,pursuearomanticmentalstatefelling.因此，銷售這類商品的環(huán)境布置要符合女性消費者心理，要創(chuàng)造條件，營造相對安靜、舒適的場所，使女性消費者能悠閑的觀賞、瀏覽商品，使環(huán)境能給她們帶來感情聯想，從而產生購買動機。如在銷售現場提供良好的服務，有更多的人情味，效果會更好。Therefore,theenvironmentwhichsellsthismerchandisearrangesandmatchesfemaleconsumermentalstate,createcondition,constructoppositepeaceful,comfortableplace,themaidservantconsumercanleisurelyandcarefreelyappreciate,browseamerchandise,maketheenvironmentbeabletobringthemaffectionassociationofthoughtandproducetopurchasemotivethus.Suchasissellthespottoprovideagoodservice,therearemorehumaninterest,theeffectwillbebetter.Facetothementalstrategyoffemaleconsumer乳品消費人群特點分析第二，女性商品設計要注重細節(jié)，色彩、款式、形狀要體現流行、時尚，并且使用方便。Thesecond,thefemalemerchandisedesignwantstopayattentiontoadetail,thecolor,style,shapewantsthebodytospreadnow,vogue,anduseconvenience.如一些廚房刀具、小型電器、家庭日常衛(wèi)生用品，多為女性經常使用。Havesuchassomekitchenknifes,smallscaleddailyhealththingoftheelectricappliances,family,haveanothertousuallyuseforthefemale.這類商品的生產設計要體現出為使用者著想，應簡單、方便、實用。一些方便食品、半成品，要能為女性消費者節(jié)省時間，減輕勞動強度，品種樣式要豐富，使女性消費者可以有更多選擇，以避免產生生活單調的心理，使女性消費者不愿意接受。Theproductiondesignofthismerchandisewantsthebodytoappeartoweartothinkfortheuser,shouldinbrief,convenience,practical.Someconvenientfood,semi-processedgood