女性自身的生理特征以及社会角色决定了女性消费群体巨大的消费能力和消费潜力。本文尝试着归纳女性消费行为的特征,同时从产品的开发、价格、广告、销售促进等方面提出了一些相关策略,以期望对企业提高市场占有率提供一些帮助。 Women’s own physical characteristics and social roles determine the huge spending power and spending potential of female consumer groups. This paper attempts to summarize the characteristics of female consumer behavior, and at the same time put forward some relevant strategies from the aspects of product development, price, advertisement and sales promotion, in the hope of providing some help for enterprises to increase their market share.