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精明的犹太商人有句经商名言:牢牢抓住女人手中的钱袋,最好赚的是女人的钱。而从传统的性别角色分工中解放出来形成现代城市中令人瞩目的一族——都市新女性,作为女性中的高消费一族,更应该理所当然地成为精明商人紧紧瞄准的群体。由于较高的经济收入、超前的消费观念、自由的消费选择,都市新女性已表现出强大的消费能力和潜力,从而成为当今城市经济中的一个新亮点。以往对女性消费者的研究也有不少,主要是研究女性消费者的消费特点和行为。本文通过对都市新女性的心理和消费行为的剖析,就都市新女性的广告攻略提出了几点看法。
Smart Jewish businessmen have a business saying: firmly grasp the woman’s purse, the best earned is a woman’s money. From the traditional division of labor of gender roles to form a remarkable city in the modern family - new urban women, as women in the high-spending family, but should of course be carefully targeted groups of smart businessmen. Due to higher economic income, advanced consumption concept and free consumption choice, new urban women have demonstrated their strong spending power and potential, thus becoming a new bright spot in the urban economy. In the past, there were also many researches on female consumers, mainly studying the consumer characteristics and behaviors of female consumers. Based on the analysis of the psychology and consumer behavior of new women in the city, this article puts forward some opinions on the advertisement strategy of new women in the city.