摘要 

随着经济的快速发展,人们消费观念也在不断地改变。从最开始的生活基本用品演变到一些娱乐用品化妆品。如今，女性在化妆品市场更是占据了重要地位，更多的公司关注并投入化妆品这个行业。由于大量进口化妆品和跨国公司的加入，化妆品行业竞争愈发激烈。相较于传统女性，当代女性对化妆品有更多的选择。企业想要在竞争激烈的化妆品行业分一杯羹，必须要洞悉女性的化妆品消费心理，只有这样，企业才能更好地出符合女性需求的化妆品，制定出吸引女性的营销策略。 

关键词：女性；化妆品消费；心理； 营销策略

Contents       

Introduction 1

1.Analysis of Current Situation of Cosmetic Market 1

1.1 Existing Problems 2

2.Analysis of Female Cosmetic Consumption Psychology 2

2.1 Conformity Psychology 2

2.1.1 Theoretic Studies of Conformity Psychology 2

2.1.2 Example Analysis-A Lipstick From YSL 3

2.2 Pursuit of Fashion and Sense of Beauty 4

2.3 Pragmatic Psychology 5

2.4 Psychology of “What Is Rare Is Precious” 6

3.Marketing Strategy 8

3.1 A Great Shopping Atmosphere 8

3.1.1 Indoor and Outdoor Decoration 8

3.1.2 Provided Service 9

3.2 Sales Promotion 9

Conclusion 10

References 12