基于白领女性消费心理的广告策略研究市场营销毕业论文.doc

基于白领女性消费心理的广告策略研究 摘 要 随着女性文化水平和社会地位的逐步提升，女性在消费社会中逐渐占据重要地位，女性自主消费时代随之到来。白领女性作为职业女性中的高消费群体，以她们强大的消费潜力迅速占据市场。 本文共分为四部分，从研究背景、现状出发，结合相关网络调查数据和广告、营销理论，在当前消费背景的基础之上，研究白领女性消费者的消费能力、生活方式和消费心理特征，运用文献研究法、网络调查法、信息归纳法、实地观察法等研究方法，对相关文献和网络调查数据进行搜集整理，确定了大多数白领女性消费者对广告的肯定态度，以此为依据针对白领女性消费心理，站在市场发展角度，提出针对性的差异化广告策略。使广告在为白领女性消费者提供消费指导的同时也能刺激消她们的消费兴趣，引起购买欲望，促进消费行为。 因此，企业想要占领市场，俘获白领女性这一庞大的消费群体，首先必须深入了解白领女性消费心理特征，从细节出发，才能有针对性的制定出适合白领女性市场的广告策略方案。 关键词 广告策略；消费心理；白领女性  Advertising strategy based on psychology of white-collar female consumers Abstract With the women cultural level and social status of women in the consumer society gradually occupy an important position, the female self-consumption is arriving. White-collar women as professional women in high consumption groups, with their strong consumption potential to occupied the market quickly. This article is divided into four parts, from the research background, the current situation，combined with the web-searching and advertising, marketing theory. With the basis of the current consumer background, researching white-collar female consumers ability, lifestyle and consumer psychological characteristics. Using the network survey and synthesis of the information, field observations and other research methods. To insure the positive attitude of most white-collar female consumers of advertising, As the basis for white-collar female consumer psychology. Standing on the point of view of market development, to provide the advertising strategy of differentiation. Advertising to stimulate consumer guide for white-collar female consumers, meanwhile, to eliminate their consumer interesting. caused by the desire to buy and promote the consumer behavior. So, most of companies want to capture the marketing. to capture this huge consumer groups in the white-collar women, first. we must master the psychological characteristics of white-collar female consumer. From the details of advertising, it can be targeted the marketing theory of advertising wh