女性消费者购车心理研究

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体，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，对汽车行业来说女性已成为很多汽车企业竞争的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想要占有一席之地，就必须了解女性常见的消费的爱美心理、消费的实用心理、消费的冲动心理、消费的犹豫心理；购车时喜欢带着购车“参谋团”、首选外形、色彩、控制要方便的偏好。从而制定出针对女性汽车市场营销组合策略，主要有：产品功效策略、媒体组合策略、价格适众策略、网络推广策略、促销策略，从而在女性汽车消费市场中占据优势。

关键词：女性，购车心理，汽车市场，消费心理，经营策略

With China economic development, the social civilization and progress, the promotion of the position of women, women consumer has become the consumer market consumption subject, 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, the auto industry has become a lot of car for women of the consumption of the enterprise competition important 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 the commodity consumption play an important role in the process. 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 fierce competition in the market want to place, we must understand the consumption of the beauty of the female is common psychological, consumption of practical psychology, the impulse of the consumption psychology, consumption psychology hesitate; When the car with a car like "staff group", first appearance, color, control to facilitate preferences. To work out the light of female car market marketing mix strategy, mainly has: the product efficacy strategy, media combination strategy, price fitness, network promotion strategy all the strategy, sales promotion strategy, and women in car in consumer market dominated.

Key Words：women,pshopping psychology,car market,onsumption psychology,business strategy

目录

1．引言 (1)

2．女性消费者汽车市场现状 (1)

3．女性的消费心理 (2)

3.1 消费的爱美心理 (2)

3.2 消费的实用心理 (2)

3.3 消费的冲动心理 (2)

3.4 消费决策时不果断的心理 (2)

4．女性购车偏好 (3)

4.1 偏好一：喜欢带着购车“参谋团” (3)

4.2 偏好二：首选外形、色彩 (3)

4.3 偏好三：操控要方便 (3)

5．女性汽车市场营销组合策略 (3)

5.1 产品功效策略 (3)

5.1.1 汽车厂家可以根据女性的特点设计汽车的外观和内饰 (3)

5.1.2 汽车厂家可以根据女性的特点进行汽车的功能设计 (4)

5.1.3 爱美与便捷 (4)

5.1.4 驾驶方便性 (4)

5.1.5 安全装置 (4)

5.2 媒体组合策略 (5)

5.3 价格适众策略 (5)

5.4 网络推广策略 (5)

5.4.1 微博推广 (5)

5.4.2 搜索引擎优化排名 (6)

5.4.3 论坛口碑推广 (6)

5.4.4 网络视频推广 (6)

5.4.5 门户媒体广告投放 (6)

5.5促销策略 (6)

5.5.1 广告传播活动要能抓住女性消费者的眼球，并深入其心理 (6)

5.5.2 有效开展体验营销活动 (6)