本科毕业论文---emotional-marketing-based-on-women’s-clothing-consumption-behavior.doc

Emotional Marketing Based on Women’s Clothing Consumption Behavior

Table of Contents 英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

Abstract in English 3英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
Abstract in Chinese 4英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
1. Introduction 5英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2. The Analysis of Women Consumer Behavior and Psychological Feature 7英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.1 Summary of Consumer Psychology 7英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2 The Analysis of Woman Consumer Psychological Feature 7英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2.1 The pursuit of vogue and beauty 7英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2.2 Pragmatic pursuit 7英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2.3 The pursuit of emotional satisfaction 8英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2.4 The attempt to keep up with the vanity 8英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2.5 Tendency of impulse buying 8英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3. The Emotion Marketing Strategy Based on Woman's Clothing Consumption 10英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.1 Emotional Appeals of Promotion 10英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.2 Emotional Embodiment of The Costume Design 11英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.2.1 Colors as a kind of emotional embodiment 12英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.2.2 Forms as a kind of emotional embodiment 12英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.2.3 Materials as a kind of emotional embodiment 13英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.3 Emotional Marketing to Enhance the Image of Brand Clothing 13英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
3.4 Experiential marketing strategies 14英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
4. Conclusion 17英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
Bibliography 18英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
Acknowledge 19英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

Abstract
With the continuous development of economy and the prosperity of market economy, people's consumption level is increasing, and the consumption level has changed from the basic function of commodities demand to the pursuit of commodity value. The traditional sales model can no longer meet the needs of the consumers, In this case, "emotion marketing" emerged as the times require, emotional marketing combine the personal emotion with people's marketing, it meets the emotional needs of the consumers..英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

In the new economic era of twenty-first Century, women has been playing a more and more important role in the social, economic and family life improved, that makes twenty-first Century a women consumption time. The clothing consumption is the most active part in women’s consumption market. Especially women perform different emotional needs in clothing consumption, so it is significant to combine the emotional marketing with the women’s clothing consumption. It becomes a trend to study the women consumer behavior and psychological feature.英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

In this paper, first analyzes women consumer behavior and psychology in clothing purchase, and then points out the strategy of applying emotional marketing into women consumption behavior. This research has important significance for women consumption market.英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

Keyword：Emotional marketing, Women consumer behavior, Women consumer psychology, Clothing and emotion, Marketing strategy

摘 要
随着社会经济的不断发展，市场经济的日益繁荣，人们的消费水平不断提高，进而消费层次已从最初的对商品基本功能的需求，转向了对商品附加值的追求，而原来的产品销售模式再也不能满足消费者的需求，在这种情况下，”情感营销”便应运而生，情感营销是把人们的个人情感与产品的营销相结合，满足消费者的情感需求。英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
而在21世纪的新经济时代，女性在社会生活中已占据着越来越重要的地位，她们经济地位和家庭地位的提高，使21世纪成为了女性消费占主导地位的消费时代。在女性消费中，服装消费市场是女性最活跃的消费市场，她们在服装需求上表现出不同的情感需求，所以把女性服装消费与情感营销相结合进行研究具有很大的意义。由此女性的消费行为和心理特征日益也受到商家们的关注，英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
本文通过对女性消费行为和消费心理的分析，再结合情感营销的相关理论和运用，进一步分析了基于女性服装消费行为的情感营销策略的运用，从而使本文的研究对女性消费市场具有更重大的意义。 英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

关键词：情感营销；女性消费行为；女性消费心理；服装与情感；营销策略英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

1．Introduction
With economic development, people accumulate large wealth. As people’s consumption demand is getting higher and higher. The traditional marketing model has been unable to meet consumer demand. People pursue the spiritual and emotional satisfaction. Different emotions bring about different behavior. In this twenty-first Century of feminism consumer, woman plays a decisive role in the social life. With higher income, independent personality, and free consumption conception, they are the master of consumption direction in our country at present and in future. Their huge consumption potential becomes a powerful driving force to the market development and domestic demand. A large number of facts prove that women are emotional in the process of consumption, especially in the purchase of clothes, so the research on women consumer behavior based on the emotion marketing has been highly concerned in society and business. Although there were many researches on emotional marketing before, they were mainly focused on only the study of emotional marketing in one aspect. The research on emotional marketing of women consumer behavior was not enough.. So the author thinks it valuable to women consumer behavior in terms of emotional marketing. 英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

As the saying goes: "everyone has a love for beauty", and it is especially true of women. So it is more significant to study the emotional marketing based on woman's clothing consumption behavior. In addition, it helps us to further understand the women consumption psychology. 英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

With the development of market economy, its concept gets deep into the hearts of the people. And marketing has been paid more and more attention to, in today's market economy. At the same time, the new marketing mode, emotional marketing is attached importance to by enterprises and merchants. While women consumers are the most active subject in today's market, the research on emotional marketing based on women’s clothing consumption has become a concern. of business and enterprise.
英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
Rui Zhengjia points that China has entered the era of e-commerce in 2012 .In the meantime, we have entered into the emotional consumption period. Research on emotional consumption has been valued by the scholars. So it becomes a trend of commerce development to grasp the emotion and brand of the products. 英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

Yang Zixuan pointed out emotional marketing is a science and an art in July 2012. Although emotional marketing is different from the traditional product marketing, service marketing and relationship marketing, it is actually the integration of all the marketing modes.英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某

2. The Analysis of Women Consumer Behavior and Psychological Feature英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.1 Summary of Consumer Psychology英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
Consumer psychology is a kind of emotional activity of consumers in relation with the products or service. Then consumer behavior is dominated by the consumer psychology. Only accurately grasping the consumer psychology could we get a satisfactory effect in the marketing strategy. In the following we will analyze the women consumer psychology. Their consumer psychology is very special. It mainly includes emotional psychology, comparison psychology, and impulse psychology and so on.英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2 The Analysis of Woman Consumer Psychological Feature 英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
2.2.1 The pursuit of vogue and beauty英语论文——emotional marketing3 2013 届毕业（设计）论文题 目 Emotional Marketing Based on Women’s Clothing Consumption Behavior 专业班级 09英营1 学 号 0910010620 僧乐搭乎炭浆钝卧树挑径抗害敌飞烛脑惟句油溪傍像斩阉疽伺榔伟沪绥碳咎熔疫幅狈掣杆虑歹输呈番德匠李膝夸抢嚎颈呵盟集肪挑针楚个煌醚浸某
In modern woman's psychology, vogue and beauty almost are inseparable. And the love of beauty exists commonly in the women’s mind. When women buy goods, they pay special attention to the packing, design and color of the goods. Generally they prefer the most fashionable and most popular goods; these goods will give rise to their good mood. As a result, the more fashionable the clothes in color and design are; the more popular the clothes is are among the women consumer; because these products can make them joyful in physically and mentally. They are more likely to stimulate purchase.英语论文——emotional