武汉市女大学生化妆品购买影响因素分析目 录摘 要........................................................................I关键词........................................................................IAbstract......................................................................IKey words....................................................................II一、引 言.....................................................................2（一）研究目的与意义......................................................1（二）研究内容和方法......................................................1（三） 本文的创新之处.....................................................2二、理论综述..................................................................2（一）化妆品概念界定......................................................3（二）购买行为相关理论....................................................3三、化妆品购买行为特征及消费趋势分析..........................................4（一）化妆品购买行为特征分析..............................................5（二）化妆品消费者的消费趋势分析..........................................6（三）武汉市女大学生化妆品消费现状及特点分析..............................7四、调查问卷分析..............................................................8（一）样本结构分析........................................................9（二）化妆品消费现状分析.................................................10（三）女大学生化妆品消费影响因素分析.....................................13五、化妆品企业的营销策略.....................................................15（一）恰当的市场细分.....................................................16（二）价格策略...........................................................17（三）渠道策略...........................................................18（四）促销策略...........................................................19第六章 结论及局限............................................................19参考文献...............................
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