The Analysis Of Domestic Metropolis Females Cosmetic Consumption And Marketing Revelation

The 21st century are called"she"century. The business and enterprise take the female consumers as the goal customer or the marketing object, because the modern female playing more and more significant role all the world. Through the research of the female consumer, the enterprises are not only can set down the marketing strategy for the biggest benefit, but also can provide the introduction for strong the economic strength of the enterprises. And the female consumer behaviors are not only pure purchase, it is a complex behavior under certain historical and cultural background by various aspects acted.The feminine consumption market is a enormous potentiality. Take China as for example, according to the third census statistics, there are 480000000 feminine consumers in our country, accounts for 48.7% of the national total population, in which has the tremendous influence in the expense activity is the Chinese youth woman, namely 20-50 year old of this age section, account for 21% of the population. Therefore, the research object of my paper is these females whose ages about 20-50 year old, and they are exactly the bright group of the feminine cosmetics consumption, demonstrating its unique temperament day by day, being pay attention by society and cosmetics enterprises. In addition, I take Chengdu's feminine as the example, through "Chengdu Business Newspaper" abou"tChengdu metropolis feminine cosmetics using quarterly report"(populace brand ) the investigation material, collects those regarding the cosmetics consumption information, through deep analysis to summarize the main characteristic which the Chengdu feminine cosmetics expense and their choice about brand of cosmetics, then proposes the marketing revelation to Chinese native enterprises for metropolis feminine cosmetics consumption.Therefore, understanding and studying the expense and characteristic of metropolis female, it can help us to find the crucial factor which affecting the cosmetics sale process.This article mainly divides into four chapters:First chapter, introduction: To summarize the background, the goal, the object, the content and the frame of this paper.Second chapter, consumption research and female consumer behaviors correlation research: Reviewing and summarizing the theory of the consumer behavior fundamental research, concluding and analyzing the results of female consumer behavior research, and analyze the psychology and behavior characteristic of the female consumers.Third chapter, Chengdu feminine cosmetics expense an, brand attitude research and concrete manifestation: First, carries on the collection to second-hand materials, then study and analyze conducts them, summarizes the situation of Chengdu metropolis feminine cosmetics using, and their cognition and satisfaction to the brand of cosmetics, obtain the primary factor of purchasing the cosmetics, and contrast with other four big city femalesFourth chapter, the marketing enlightenment of metropolis feminine cosmetics consumer behavior characteristic and brand choice intention: To summarize above research, give suggestion and enlightenment to the domestic cosmetics manufacturer marketing concept, the product improvement and the brand management, the price strategy adjustment, the channel choice and integrated marketing communications .Appendix, On the foundation of literature material collection and reorganization, deepening the theory of the consumer behavior fundamental research.