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据第五次人口调查显示,我国女性人口达到61228万人,占总人口的48.37%。女性在社会生活中扮演着女儿、妻子、妈妈等不同角色,决定着她们必然成为消费者中的主力军。而青年女性自身的特点更使她们在消费群体中起着举足轻重的作用。研究青年女性消费活动中心理与行为活动特点、方式及其规律,将会在市场营销活动中发挥不可替代的指导作用。
According to the fifth census, the female population in our country has reached 612.28 million, accounting for 48.37% of the total population. Women play different roles in society, such as daughters, wives and mothers, which determine that they must become the main force among consumers. The characteristics of young women themselves make them more important in the consumer groups play a decisive role. Studying the characteristics, ways and laws of psychological and behavioral activities of young women’s consumption activities will play an irreplaceable guiding role in marketing activities.