文献出处: Turban E. The research of cosmetics marketing strategy under the perspective of female consumer behavior [J]. Journal of Business Research, 2016, 16(9): 60-69. 原文
The research of cosmetics marketing strategy under the perspective of female
consumer behavior
Turban E
Abstract
At present, the economic and social civilization is continuously rapid developing. Female consumers play an important the role of purchase decision makers, and as the dominant female cosmetics field, cosmetics consumer market large and great development potential and important role in the field of consumption has become increasingly significant. The current women's cosmetics market is huge and has a broad development prospects, female consumer behavior research has become a selling products of the key factors of the success of cosmetics companies. Through the analysis of female consumer behavior, summed up the female cosmetics consumer behavior is the pursuit of beauty and fashion, such as irrational consumption characteristics, therefore, on the female cosmetics marketing through creating a favorable shopping environment, positive use of cosmetic advertisement attract female consumers to purchase desire.
Keywords: Female consumption; Consumer behavior; Cosmetics marketing 1 Behavior analysis of female consumer 1.1 Infectious consumer behavior
Female consumers in the purchase process usually with rich feelings and psychological volatile, easily affected by emotions, they tend to be through direct feelings and preferences on a product or service, because of its name, appearance, packaging, or service and passive consumption, these would be very easy to make female consumers ignored the effect of cosmetics and impulse purchase, making women consumer oneself in the consumption of a passive position, reflected women infectious characteristics of consumer behavior.
1.2 Terminal passive consumer behavior
With the continuous improvement of living standards, women are becoming more and more high requirements of beauty, female consumers in the process of selecting the purchase products, began to increasingly focus on the characteristics of terminal product design and product compatibility. In the process of consumption, female consumers very easily affected by external environment, they are often influenced by promotion or advertising and buy something useless or beyond the requirements. In general, women in many cases than men pay more attention to their own image, especially in the face of cosmetics sales staff to sell and introduced it is easy to give up their principles and to buy cosmetics, the occurrence of the buying process is essentially a terminal passive consumption. In view of the characteristics of female consumer’s terminal passive consumption, cosmetics enterprises often take advantage of the female consumer’s doubt of advisory services, which makes them feel appearance beautiful is can get promoted by application of enterprise's cosmetics. Female consumers will gradually attracted by cosmetics in the feeling of the terminal, eventually implement purchasing behavior. 1.3 Irrational consumption behavior
In the process of female consumers to buy the whole, irrational consumption factors will greatly affect women buy confidence. Female consumers to purchase cosmetics will generally have the performance of the impulse; this is due to the influences of female consumers vulnerable to intuitive feel purchasing behavior. Irrational consumption behavior in the women's expectations, contemporary cosmetic enterprises should actively using women irrational consumption behavior characteristics, in the aspect of sense and consciousness constantly stimulate women consumption, induce women irrational purchase factor, finally realizes the female consumers purchase of cosmetics.
2 Female cosmetics consumer psychological characteristics analysis
Refer to cosmetics, naturally associated with the female consumers. Though at present many enterprises have the conscious development of male cosmetics market, but the reality of the cosmetics market in China, women are still buy the biggest
subject. In the process of cosmetics purchase consumer, modern female consumers often show psychological characteristics as follows: 2.1 The pursuit of beauty and fashion
Beauty, fashion, change is a common psychological and the pursuit of contemporary women, this kind of psychology in the act of purchase cosmetics consumption was very obvious. Products that can enhance the feminine beauty, forever is the modern women pursuit of goals. Female aesthetic role in society makes the image of female charm a kind of precious wealth. Value \with the female skin care and dress up, often can make women more beautiful, thus making great cosmetics consumer market. Women advocating popular, fashionable, for the new cosmetics, they will be highly sought after. They love famous brand, tend to consume, willing to walk in fashion. At the same price, the same dose, buy also USES cosmetics, women consumers tend to buy well-presented and cosmetics, and decoration of the cosmetics of the environment, on its own performance, beautification of the spiritual life, and so on as the important basis of reference for the purchase. 2.2 Emotion
Female consumers usually has a relatively rich in emotion, and this kind of emotion is usually exists in the whole purchase process of female consumers. Cosmetics are often become female consumers pursuit of emotion and spirit to meet the physical and chemical tools, and cosmetics is regarded as a kind of typical emotional type goods. On the one hand, cosmetics are about whether women consumers get emotions such as love, friendship, affection is satisfied and a carrier of psychological identity and physical-chemical external performance. Women on the other hand, the cosmetics consumer is emotional characteristics also reflects the female consumers of vanity. Some women consumers' brand cosmetics like to flaunt their own financial resources, identity, status, or to show off to others more, more understand life taste. 2.3 Irrational impulses
Female consumers' buying desire is often affected by the visual feeling is bigger,
name, style, price, advertising, promotion, service enterprise marketing factors such as easier to drive female consumers subjective desire to produce purchase behavior, reflects the irrational characteristics of consumer behavior. In general, women consumer sales promotion is very sensitive to the businessman, although women consumers will regret impulsive purchase behavior, but regret after female consumers still can't help to join the next consumer impulse buying behavior. 3 Female cosmetics marketing strategy 3.1 Create a good shopping environment
In female consumers the entire shopping process, sensory awareness are decided to female consumers purchasing behavior of the key factors. In the process of cosmetics marketing, good shopping atmosphere is closely related to the sale of cosmetics. First of all, a good shopping environment will stimulate the senses and psychological of female consumers, in the hearing, vision, smell and touch on to meet, to attract them to look into the benefits of cosmetic, which lays the foundation for the cosmetics sold. Second, a good shopping environment can reflect the grade of the cosmetics, fully satisfy vanity female consumer demand, make them feel from the heart to buy the cosmetics can be seen as a status symbol, and then implement purchasing behavior. 3.2 Actively use cosmetics ads
Cosmetics advertisement is the bridge of communication cosmetics enterprises and women consumers, powerful tool is to attract women consumers, successful advertising can to female consumers showed the experience in the process of the future consumption. Romantic situation, beautiful pictures, beautiful actors can touch the heart of the female consumers make their experience immersive feeling, so as to stimulate their purchasing desire. The humanistic feelings associated with the experience of using cosmetics, induce female consumers for this kind of humanity's desire, and make female consumers and the formation of resonance, in an attempt to close female consumers of psychological distance, use keywords to touch the female consumers buy, give women consumer psychology to allude, thus create psychological needs. Use these ads can effectively arouse the female consumers
strong emotions, cosmetics and new communication bridge between female consumers, eventually achieve the goal of prompting women consumption 3.3 Manufacturing fashion cosmetics packaging
Through the analysis of female consumer behavior, the level of the cosmetics in addition to the sales site layout environment, product advertising display, cosmetics packaging design is also a very important part. Female consumers when buying cosmetics, is due to the particular concern for the role of the senses for the cosmetic appearance of the image. Relevant data show that 50% ~ 60% of the women consumers will be affected by the cosmetics packaging and generate purchasing desire. Cosmetics packaging is for female consumers feel the first time, is the first impression of established by selling cosmetics, cosmetics packaging quality and have great influence on female consumers' purchase desire. Therefore, cosmetics packaging should match the cosmetics enterprise image positioning, strive for new and unique design, makes the cosmetics packaging has strong transparent texture and fashionable breath, inspire female consumers infinite imaginary space, so as to promote the implementation of the female consumer buying behavior. 3.4 Product differentiation strategy
Use product differentiation to retain the traditional intermediary market position. In a different product types, specifications, such as sales to avoid direct competition with traditional middlemen, and reduce the happening of the conflict. Cosmetics enterprises can choose the kind of product and management different from the traditional sales channels in the online sales, such as choice in online sales of cosmetics, hair products, etc., and sell products on the Internet is not the traditional channel sales, to reduce channel conflict. 3.5 Share customer database
Cosmetics are the greatest characteristic of network marketing channels in the channel of flattening at the same time also realized the one-to-one communication with consumers. So when brands sales channels to communicate with consumers through the network, can produce a large number of derivative value, such as through the network channels to establish customer database is an important derivative value,
with the traditional channels directly and effectively combined sales ability is a kind of very good method of cooperation. Network marketing channel is produced a new type of channel, under the network environment is an inevitable choice for enterprises to adapt to the world economic development. Cosmetics companies only seriously research network market, adopt the right network marketing channel strategy, to seize the opportunities brought by e-commerce. Make the enterprise to obtain new development. 译文
女性消费者行为视角下的化妆品营销策略研究
Turban E
摘要
当前，经济不断地飞速发展，社会文明也不断地进步。女性消费者扮演着重要购买决策者的角色，而作为女性占统治地位的化妆品领域，化妆品消费市场庞大且极具开发潜力，在消费领域的重要作用日趋显著。当前女性化妆品市场日趋庞大且具有广阔的发展前景，女性消费者行为的研究已经成为化妆品企业能否成功销售产品的关键因素。通过对女性消费者行为的分析，总结出女性化妆品消费行为具有追求美丽与时尚、非理性消费等特征，据此，在女性化妆品的营销上应通过营造良好的购物环境、积极运用化妆品广告等吸引女性消费者的购买欲望。 关键词：女性消费; 消费行为; 化妆品营销 1 女性消费者行为分析 1.1感染性消费行为
女性消费者在购买过程中通常带有丰富的感情，心理波动较大，容易受到情绪的影响，她们往往会通过直接的感受而对某种产品或服务产生偏好，因其名称、外观、包装或者服务而被动地消费，这些都会很容易使得女性消费者暂时忽略化妆品的功效而产生购买冲动，使得女性消费者自身处于一种被动的消费地位，反映出女性感染性消费行为的特点。 1.2终端被动式消费行为
随着生活水平的不断提高，女性对美的要求变得越来越高，女性消费者在选择购买产品的过程中，开始越来越多地关注产品终端设计与产品特征的匹配度。
在消费过程中，女性消费者非常容易受到外部环境的影响，她们经常会受到促销活动或者广告的影响而购买一些没用的或超出需求的东西。一般来说，女性在很多情况下比男性更加注重自己的形象，尤其面对相关化妆品销售人员的推销与介绍很容易就放弃了自己的原则而对化妆品进行购买，这一购买过程的发生实质上是一种终端被动式消费。鉴于女性消费者终端被动式消费的特点，化妆品企业经常会利用女性消费者的疑问而进行顾问式的服务，让她们觉得外表的美丽是可以通过应用企业的化妆品而得到提升。女性消费者会在终端的感受中逐步被化妆品所吸引，最终实施购买行为。 1.3 非理性消费行为
在女性消费者购买的整个过程中，非理性消费因素会极大地影响女性购买信心。女性消费者购买化妆品时一般会有冲动的表现，这是由于女性消费者易于受到直观感觉的影响而产生购买行为。在女性非理性消费行为的预期下，当代化妆品企业应该积极地利用女性非理性消费行为的特点，在感官与意识方面不断地刺激女性消费，诱发女性的非理性购买因素，最终实现女性消费者对化妆品的购买。 2女性化妆品消费心理特征分析
提及化妆品，自然就联想到女性消费者。虽然目前很多企业已经有意识开发男性化妆品市场，但就我国化妆品市场的现实情况看，女性仍然是购买的最大主体。在化妆品购买消费过程中，现代女性消费者常表现出如下心理特点: 2.1 追求美丽与时尚
爱美、时尚、求变是当代女性的普遍心理和追求，这种心理在购买消费化妆品的行为中表现得非常明显。凡能增强女性美的产品，永远是现代女性追逐的目标。女性在社会中担当的审美角色使得女性的形象魅力成为种宝贵财富。以“增加美丽为价值”的化妆品凭借对女性肌肤的护理与装扮往往能够让女性更为美丽，从而创出巨大的化妆品消费市场。女性崇尚流行，追赶时髦，对于新潮的化妆品，她们会极力追捧。她们喜欢名牌，倾向超前消费，乐于走在时尚前沿。在购买同样价格、同等剂量、同样用途的化妆品时，女性消费者也倾向于购买外观精美的化妆品，并把化妆品对环境的装饰、对自身的表现、对精神生活的美化等作用作为购买参考的重要依据。
2.2丰富的情感（完整译文请到百度文库）
女性消费者通常具有较为丰富的个人情感，而这种个人情感通常也会存在于女性消费者的整个购买过程之中。化妆品经常会成为女性消费者追求情感和精神满足的物化工具，也就是将化妆品视为一种典型的情感型商品。一方面，化妆品是体现女性消费者是否得到爱情、友情、亲情等情感满足和心理认同的一种载体和物化的外在表现。另一方面，女性化妆品消费的情感特征还体现出女性消费者部分的虚荣心。一些女性消费者喜欢消费名牌化妆品以标榜自己的财力、身份、地位，或借此向他人炫耀自己更懂生活、更有品位。 2.3非理性冲动
女性消费者的购买欲望往往受到直观感觉的影响较大，品名、款式、价格、广告、促销、服务等企业营销因素更容易驱使女性消费者主观产生购买行为的欲望，体现出其消费行为的非理性特征。一般情况下，女性消费者对商家的促销非常敏感，虽然女性消费者会为冲动性购买行为而后悔，但后悔过后女性消费者仍然情不自禁地去加入下一次的消费冲动的购买行为中。 3女性化妆品营销策略 3.1营造良好的购物环境
在女性消费者整个购物过程中，感官意识是决定女性消费者实施购买行为最关键的因素。在化妆品营销的过程中，良好的购物氛围与化妆品的出售密切相关。首先，良好的购物环境会刺激女性消费者的感官和心理，使其在听觉、视觉，嗅觉和触觉上得以满足，吸引她们将目光投入到所售的化妆品之上，从而为化妆品的售出打下基础。其次，良好的购物环境可以体现出化妆品的档次，充分满足女性消费者虚荣心的内在需求，从心里上使她们觉得购买这种化妆品可以视为一种身份的象征，进而实施购买行为。 3.2积极运用化妆品广告
化妆品广告是沟通化妆品企业与女性消费者的桥梁，是吸引女性消费者强有力的工具，成功的广告宣传可以向女性消费者展现出未来消费过程中的体验。浪漫的情境、优美的画面、漂亮的演员都能触动女性消费者的心，使她们体会到身临其境的感觉，从而激发她们的购买欲望。把人文情怀和使用化妆品的体验相联系，诱发女性消费者对于这种人文情怀的渴望，使得女性消费者与之形成共鸣，以求拉近女性消费者的心理距离，用关键词来触动女性消费者的购买欲，给予女
性消费者一定的心理暗示，从而营造心理需求。利用这些宣传可以有效地激起女性消费者强烈的情感，架起化妆品与女性消费者之间的沟通桥梁，最终达到促使女性消费的目的。 3.3 制造时尚的化妆品包装
通过对女性消费行为的分析，化妆品的层次除了通过销售场所的环境布置、产品的广告宣传等方面彰显外，化妆品的包装设计也是一个非常重要的部分。女性消费者在购买化妆品时，由于受到感官的作用对于化妆品的外观形象尤为关注。有关资料表明，有 50% ～ 60% 的女性消费者会受到化妆品包装的影响而产生购买欲望。化妆品的包装是给女性消费者的第一次感受，是对被销售化妆品所建立的第一印象，化妆品包装的好坏对女性消费者的购买欲望具有极大的影响。因此，化妆品的包装应该与化妆品企业形象的定位相匹配，设计上力求新颖独特，使得化妆品包装具有透明质感和浓烈的时尚气息，激发出女性消费者无限的想象空间，从而促进女性消费者购买行为的实施。 3.4产品差异化策略
利用产品差异化来保持传统中间商的市场地位。以不同的产品类型、规格等销售以避免与传统中间商之间的直接竞争, 减少冲突的发生。即化妆品企业可以选择和管理不同于传统销售渠道的产品种类在网上销售, 比如说选择在网上销售彩妆、美发产品等等, 而在网上销售的产品不在传统渠道销售, 来减少渠道冲突。
3.5分享客户数据库
化妆品网络销售渠道最大的特点就是在渠道扁平化的同时也实现了与消费者一对一的沟通。所以, 当品牌厂商通过网络销售渠道与消费者进行沟通时, 可以产生大量的衍生价值, 比如通过网络渠道建立的客户数据库就是一种重要的衍生价值, 将其与传统渠道直接而有效的销售能力结合起来是一种很好的合作方式。网络营销渠道是网络环境下产生的一种新型渠道,是企业适应世界经济发展的必然选择。化妆品企业只有认真地研究网络市场, 采取正确的网络营销渠道策略, 才能抓住电子商务带来的机遇, 使企业获得新的发展。
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