资源描述:
《乳品消费人群特点分析.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、消费人群特点分析一位营销大师曾经说过:"要想抓住你的顾客,首先要了解你的顾客,尊重你的顾客"。Amarketingmasteroncesaid:"Thecustomerwantedthecustomerwhichwantstoholdtightyou,wanttounderstandyoufirst,respectyouofcustomer".由此可见,要想把产品卖得好,第一点,要了解你的顾客群,就是给产品定位,从而找到目标顾客。Beshowedfromthis,thinktosellaproductso,firstly,understandyouofcustomerbase,begiv
2、etheproductpositionandfindouttargetcustomerthus.让我们锁定消费群体Letustargettoconsumecommunity女性消费市场特征与分析Thefemaleconsumesmarketcharacteristicandanalysis女性消费者市场特征与分析Thefemaleconsumesmarketcharacteristicandanalysis女性消费者不是指全部女性,只有在实际市场上有购买能力的女性才是女性消费者。Thefemaleconsumerdoesn'tmeanallfemale,onlyjustphysicall
3、yhavethefemaleoftheabilityofpurchaseonthemarketbeafemaleconsumer.在我国,通常包括青年、中年女性消费者,年龄段从18~55岁左右。Attheourcountry,usuallyincludethefemaleconsumeroftheyouth,middleage,agesegmentfromabout18~55yearsold.Thisisthatthefemaleintheyoungchildpurchaseismostly这是因为少年儿童中女性购买者多是在家长指导下进行消费活动,无论是男孩子还是女孩子购买行为尚未完全独
4、立,心理特征区别不大,因此,不作为主体单独研究;而老年女性消费者的购买行为和心理从青年、中年时形成了习惯与定式,与中青年女性消费者差别不大,所以我们重点研究中青年女性消费者。undertheparent'sinstructioncarryonconsuminganactivity,regardlessisboy'ssonorgirl'ssontopurchasebehaviordidn't°yetcompletelyindependent,thementalcharacteristicdistinguishesnotandgreatly,thereforeisn'tacorpustost
5、udyalone;Buttheold-ageandfemaleconsumerpurchasebehaviorandmentalstatefromtheyouth,middleagebecamehabitwithsettletype,withmediumtheyouthfemaleconsumerdifferencenotbig,soourpointresearchmediumtheyouthfemaleconsumer.女性消费者市场特征Femaleconsumermarketcharacteristic第一,人数多,潜力大,是家庭和个人购买决策的重要参与者。Thefirst,numb
6、ermany,thepotentialisbig,isafamilywithpersonalimportantparticipantwhopurchasedecision.我国人口统计资料表明,人口中女性占一半左右,在市场中往往起着举足轻重的重要作用。从青年时期开始,她们一般就对自己消费的时装、化妆品等自主决策。Theourcountrycensustakingdataexpressesthatthefemaleinthepopulationhasahalforso,usuallyhaveinthemarketprominentimportantfunction.Fromtheyouth
7、periodbeginning,theygeneralconsumetooneselfoffashionabledresses,cosmeticsetc.independencedecision.在家庭中,她们又承担着妻子、母亲的角色,因此,也是绝大多数食品、日用品、儿童用品的购买者。在家庭大件商品购买中,她们的意见也起着重要的影响作用,有些人甚至就是最终的决策者。Atthefamily,theyundertaketheroleof