摘要
21世纪，电子商务在我国呈现出了良好的发展趋势，它的飞速发展促进了购物方式的多元化。与此同时，“她时代”的到来也使女性群体对购买活动的参与和影响逐渐增大。电子商务如何通过合理的调整来迎合现代女性网购的需要，从而占领女性的网购市场对其未来的发展是至关重要的。本文通过对女性网购行为及消费者心理的分析来研究解读女性网购的行为消费，并针对其产生的问题提出营销策略，进而促进电子商务中女性的购买欲，让电子商务更加完善，更加适合现代女性的生活规律。
关键词：女性网购行为；消费者心理；策略
Women online shopping behavior and marketing
strategy analysis
Huqiufeng
（Henan Institute of Science and Technology,xinxiang）
Abstract
21st century, e-commerce in the country has shown a good development trend, it is to promote the rapid development of a wide range of shopping. At the same time, the arrival of \age\groups of women also participate in and influence on purchasing activity increases. Ecommerce how to cater to the needs of modern women online shopping through reasonable adjustments, which occupied the women's online shopping market is crucial to its future development. Based on the woman online shopping behavior and consumer psychology analysis to study online shopping women interpret consumer behavior and marketing strategy for the problem raised their produce, thus contributing to women's desire to buy e-commerce, e-commerce make better and more suitable for modern patterns of life of women.
Key words: Women online shopping behavior; consumer psychology;
strategy
II
目 录
摘要.................................................................................................................................................... I Abstract ............................................................................................................................................ II 引言................................................................................................................................................... 1 一、消费行为的性别差异 ............................................................................................................... 1 （一）男性的消费行为 ................................................................................................................... 1 （二）女性的消费行为 ................................................................................................................... 1 二、女性网购消费者的心理分析 ................................................................................................... 2 （一）求实心理 ............................................................................................................................... 2 （二）求新心理 ............................................................................................................................... 2 （三）追求自我实现 ....................................................................................................................... 3 （四）炫耀心理 ............................................................................................................................... 3 （五）从众心理 ............................................................................................................................... 3 （六）情绪性心理 ........................................................................................................................... 3 三、网购的售后服务 ....................................................................................................................... 4 （一）评价系统的完善 ................................................................................................................... 4 （二）退换货的及时处理 ............................................................................................................... 4 （三）个性化的人性售后服务 ....................................................................................................... 4 四、针对女性网购行为的营销策略分析 ....................................................................................... 4 （一）对男女消费者的区分 ........................................................................................................... 4 （二）针对女性心理变化采取的策略 ........................................................................................... 5
1、树立品牌 ..................................................................................................................... 5 2、品牌对于现代女性的身份的代表 ............................................................................. 5 3、包装产品的重要性 ..................................................................................................... 5 4、个性化的突出体现 ..................................................................................................... 6
（三）售后服务的完善 ................................................................................................................... 6
1、加强即时交流 ............................................................................................................. 6 2、注重承诺服务 ............................................................................................................. 6
五、结束语 ....................................................................................................................................... 7 参考文献 ........................................................................................................................................... 8 谢辞................................................................................................................................................... 9
