Research On Ethnic Marketing Strategies Of Young Urban Women's Market With The Background Of Womenomics

With the improvement of women's economic status and the awakening of their self-consciousness,the dominant position of women in the consumer group is becoming more and more obvious and increasingly become an important driving force to stimulate domestic demand and promote economic development,thus ushered in an era of "Women's economic".In 2019,the "Women's economic" market is facing a new consumption upgrade,in view of the considerable potential of female economic market in our country,it has gradually become one of the important links for brand owners to gain insight into and master the consumption characteristics of female market and target groups under the tide of "Women's economic",establish emotional connection with them and convey brand value.Taking the urban young women,the backbone of the female consumer ethnic group,as the research object,through the method of literature analysis,firstly,this paper briefly summarizes the development and main characteristics of the consumption pattern of "Women's economic",and probes into the trend of brand group marketing under “Women's economic”.And under the background of her economy,the consumption behavior of urban young women is analyzed,and the causes of consumption are discussed.Secondly,through the in-depth interview method,through the inquiry and communication of 32 young urban female interviewees,on the basis of the exchange of information records,the views and perspectives of the interviewees are combed,the interview content is encoded and some research conclusions are drawn: Including related characteristics,such as individualization under conformity,the threat of brand premium and self-identity,the contradiction between the long-term nature of brand development line and the change of consumer behavior,economic support and female independence under the brand background representation,the behavior of holding groups and the new ways of marketing in minority circles,and the self-voice of female self-media and new media,and so on,which are the common characteristics of young female consumers in urban areas.On this basis,this paper puts forward the corresponding coping strategies and the corresponding ethnic groups marketing methods in the urban young women market under the background of "Women's economic",it mainly includes the construction and application of peer pressure in consumer group under the framework of conformity and individualization,and the construction of brand characteristics in the process of synchronous development of self-identity and brand premium,consumers lack the long-term framework to enhance the mobility of brand community and core user groups,the role of enhancing viral marketing in the holding of small groups,and the application of marketing mode under the background of media development,and so on,which provides practical guidance for the brand to realize the marketing of female ethnic groups.