《女性化妆品企业营销策略研究》-毕业论文.doc

女性化妆品企业营销策略研究 ——以上海莱姿化妆品公司为例 摘 要 女性化妆品消费市场，尤其都市女性化妆品消费市场是一个潜力极大的广阔市场。以中国为例，据第五次人口普查统计，我国女性消费者有4.8亿之多，占全国总人口的48.7％，其中在消费活动中有较大影响的是中青年妇女，即18-50岁这一年龄段的女性，约占人口总数的21％。目前国内对都市女性化妆品消费行为的研究并不多见，已有的研究尚不是很深入和全面，特别是在对大型城市女性化妆品消费行为的关注方面还很缺乏。因此，本论文把18-50岁的都市女性做为具体研究对象，从而更有针对性，而她们也恰恰是女性化妆品消费的主要群体，正日益显示出其独特的气势，备受社会各界和化妆品企业的注目。 基于此，本文通过调查问卷，分析了中国女性在化妆品方面的消费行为特征，并提出了相应的上海莱姿化妆品公司的营销策略建议。 关键词：女性化妆品，消费者行为，营销策略，上海莱姿化妆品公司 ABSTRACT Female cosmetics consumer market, especially the city female cosmetics consumer market is a broad market potential is enormous. In China, for example, according to the fifth census statistics, Chinas female consumers has 480 million of the countrys population, including 48.7% in consumption activities have great influence on young and middle-aged women, namely the is 20 to 50 years old this one age paragraph the women, about 21 percent of the total population. At present domestic to city female cosmetics consumer behavior research does not see more, of the existing research is still not very thorough and comprehensive, especially in large cities for the attention of women cosmetics consumer behavior is scarce. Therefore, this paper put 18-50 of the capitals women as the research object, and thus more targeted, but they also just is the main group women cosmetics consumption, is increasingly shows its unique momentum, social from all walks of life and cosmetics enterprise by the attention. Based on this, the paper through the questionnaire, analyzes the Chinese women in the line of cosmetics consumer behavior characteristics, and puts forward corresponding female cosmetics enterprise marketing strategy advice. Keywords: female cosmetics, consumer behavior, marketing strategy， Shanghai lai appearance women cosmetics enterprise 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc290524006 摘 要 PAGEREF _Toc290524006 \h 1 HYPERLINK \l _Toc290524007 ABSTRACT PAGEREF _Toc290524007 \h 2 HYPERLINK \l _Toc290524008 1 绪论 PAGEREF _Toc290524008 \h 5 HYPERLINK \l _Toc29