基于白领女性消费心理的广告策略研究

XXXXX大学毕业设计题目:基于白领女性消费心理的广告策略研究院系专业:经济管理系、市场营销专业学号：姓名:指导教师:系主任:20XX年X月XX日XXXXXX大学学士学位论文I基于白领女性消费心理的广告策略研究摘要随着女性文化水平和社会地位的逐步提升，女性在消费社会中逐渐占据重要地位，女性自主消费时代随之到来。白领女性作为职业女性中的高消费群体，以她们强大的消费潜力迅速占据市场。本文共分为四部分，从研究背景、现状出发，结合相关网络调查数据和广告、营销理论，在当前消费背景的基础之上，研究白领女性消费者的消费能力、生活方式和消费心理特征，运用文献研究法、网络调查法、信息归纳法、实地观察法等研究方法，对相关文献和网络调查数据进行搜集整理，确定了大多数白领女性消费者对广告的肯定态度，以此为依据针对白领女性消费心理，站在市场发展角度，提出针对性的差异化广告策略。使广告在为白领女性消费者提供消费指导的同时也能刺激消她们的消费兴趣，引起购买欲望，促进消费行为。因此，企业想要占领市场，俘获白领女性这一庞大的消费群体，首先必须深入了解白领女性消费心理特征，从细节出发，才能有针对性的制定出适合白领女性市场的广告策略方案。关键词广告策略；消费心理；白领女性XXXXXX大学学士学位论文IIAdvertisingstrategybasedonpsychologyofwhite-collarfemaleconsumersAbstractWiththewomenculturallevelandsocialstatusofwomenintheconsumersocietygraduallyoccupyanimportantposition,thefemaleself-consumptionisarriving.White-collarwomenasprofessionalwomeninhighconsumptiongroups,withtheirstrongconsumptionpotentialtooccupiedthemarketquickly.Thisarticleisdividedintofourparts,fromtheresearchbackground,thecurrentsituation，combinedwiththeweb-searchingandadvertising,marketingtheory.Withthebasisofthecurrentconsumerbackground,researchingwhite-collarfemaleconsumer'sability,lifestyleandconsumerpsychologicalcharacteristics.Usingthenetworksurveyandsynthesisoftheinformation,fieldobservationsandotherresearchmethods.Toinsurethepositiveattitudeofmostwhite-collarfemaleconsumersofadvertising,Asthebasisforwhite-collarfemaleconsumerpsychology.Standingonthepointofviewofmarketdevelopment,toprovidetheadvertisingstrategyofdifferentiation.Advertisingtostimulateconsumerguideforwhite-collarfemaleconsumers,meanwhile,toeliminatetheirconsumerinteresting.causedbythedesiretobuyandpromotetheconsumerbehavior.So,mostofcompanieswanttocapturethemarketing.tocapturethishugeconsumergroupsinthewhite-collarwomen,first.wemustmasterthepsychologicalcharacteristicsofwhite-collarfemaleconsumer.FromtheXXXXXX大学学士学位论文IIIdetailsofadvertising,itcanbetargetedthemarketingtheoryofadvertisingwhichsuitableforwhite-collarfemalemarket.KeywordsAdvertisingstrategy,Consumerpsychology,White-collarwomenXXXXXX大学学士学位论文IV目录摘要··················································································IAbstract················································································II第1章绪论·········································································11.1选题研究的背景、目的及意义········································11.1.1选题研究的背景和目的·········································11.1.2选题研究的意义··················································21.2国内外研究现状··························································31.2.1国外研究现状·····················································31.2.2国内研究现状·····················································41.3论文研究的内容及方法·················································41.3.1论文研究的内容··················································41.3.2论文研究的方法··················································5第2章相关理论概述·····························································72.1消费心理的基本理论····················································72.1.1消费心理学的产生与发展······································72.1.2消费心理的基本概念············································82.1.3根据消费心理分析消费者的购买动机·······················82.1.4消费心理的研究方法及原则··································102.1.5顾客消费心理对广告设计的影响····························102.2广告学的基本理论······················································112.2.1广告的概念及其发展史········································112.2.2广告设计策略的法则···········································122.2.3广告设计在市场中的重要性··································122.2.4广告设计对消费心理的影响··································13第3章白领女性消费者的消费心理及消费特征···························143.1白领女性消费者的概念及其范畴····································143.1.1白领女性消费者的概念········································143.1.2白领女性消费者的范畴········································14XXXXXX大学学士学位论文V3.2白领女性消费者是城市消费市场的“黄金商群”··················153.2.1白领女性消费者的价值观·····································153.2.2白领女性消费者是城市的“黄金商群”······················153.3白领女性消费者的消费心理及特征·································173.4白领女性消费者对广告的认知及广告对其消费需求的影响··203.4.1白领女性消费者对广告的认知度····························213.4.2广告对白领女性消费需求的影响····························21第4章面向白领女性消费者广告策略·······································234.1广告主题诉求策略······················································234.2广告创意表现策略······················································254.3广告传播媒体策略······················································274.3.1网络媒体策略····················································284.3.2电视媒体策略····················································294.3.3手机媒体策略····················································304.3.4杂志媒体策略····················································304.3.5电影媒体策略····················································314.3.6包装媒介策略····················································324.3.7品牌旗舰店媒介策略···········································324.4广告促销方式策略······················································334.4.1卖场和POP广告促销策略····································344.4.2服务促销策略····················································344.4.3体验促销策略···············