基于国内女性消费心理的化妆品广告诉求策略研究.doc

摘要

　　　伴随着我国化妆品市场需求的日益增长和行业的不断扩大，各大化妆品厂商在市场推广与品牌传播上高招叠出，对广告的投入量巨大，化妆品已经成为媒体广告的投放大户。根据国内相关部门统计，2011年中国女性化妆品市场份额达3400亿，年增长速度处于12%以上，这一数据充分显示出女性化妆品消费占据了整个化妆品消费市场的主流地位，也说明了女性是当前化妆品行业的一大主力消费群体。化妆品广告在产品生产、流通、指导消费和传递信息等方面有着举足轻重的作用，而化妆品广告的出发点是吸引消费者，尤其以女性为主。文章以女性为化妆品广告诉求策略的研究对象，通过论述女性对化妆品的消费心理特点，探究化妆品广告的诉求策略，以期满足女性消费者的需要，从而达到化妆品广告预期的目的。

关键词：化妆品广告；女性；消费心理；诉求策略

ABSTRACT

　　With the growing demand of cosmetics market and expansion industry, the cosmetics manufacturers put their heart and soul into the spread of market and brand, and invest the advertisement of huge inputs, which result in the cosmetics has become a media advertisement delivery. According to the statistics of relevant departments,   Chinese female’s cosmetics market share reach 340 billion and the annual growth rate is more than 12% in 2011. The data not only show the consumption of female occupies the mainstream of the whole cosmetics consume market, and also illustrate female is the main consumer groups in the cosmetics industry currently. Cosmetic advertisement which plays an important role in the production, circulation, guiding consumption and transferring information is order to attract the consumer’s attention especially female’s attention. The paper takes the appeal strategy of female cosmetics advertisements as the research object, discusses the psychological characteristics of female cosmetics consumption and explores the appeal strategy of cosmetic advertisement, which is in order to fulfilling the needs of female consumer and achieve the expected purpose of cosmetic advertisement.

Keywords: Cosmetic advertising; female; consumption psychology; appeal policy