摘要：合理利用从众心理制定化妆品的营销策略，可以极大的提高化妆品企业的销量。本文利用营销理论知识，就企业如何合理利用从众心理促进化妆品消费者的购买进行探析。首先，对从众心理进行总体概述，并分析其形成原因及影响因素；其次，根据消费者购买决策特点，分析探讨从众心理对消费者购买化妆品时的情绪及行为的影响，同时对其所产生的利弊进行论证；再次，利用营销分析工具分析了欧莱雅化妆品的营销策略，为从众心理结合传统营销策略的提出提供一定的理论支持；最后，依据分析及理论制定化妆品营销策略，为化妆品企业营销人员制定营销计划提供参考，也帮助消费者进行理性消费。82475

毕业论文关键词：消费者；从众；心理；化妆品；营销策略

Marketing Strategy for Cosmetics Based on Group Psychology of Consumers

Abstract: The rational use of herd psychosocial development of marketing strategies, can greatly improve the sales of cosmetics。 This article studies on the herd mentality of cosmetics consumers in the process of consumption。 Firstly, to define the characteristics of herd mentality, and to analyze its formation cause。 Secondly, according to the characteristics of cosmetics marketing, to analyze the influence of the herd mentality for consumers when buying cosmetics, and to demonstrate its advantages and disadvantages, so that the reader can clearly understand the affections of herd mentality and conformity behavior in consumer’s purchase process。 Thirdly, analyzing the marketing strategy of L'OREAL cosmetics by means of marketing analysis tools, and providing some theoretical support for the combination of herd mentality and traditional marketing strategy。 Finally, to constitutes cosmetics marketing strategy based on analysis about conformity, providing a reference for managers and marketing staff to develop marketing management plan, also indicating a rational consumer orientation。

Keywords: Consumer; Conformity; Psychology; Cosmetic, Marketing Strategy

目录

一、绪论 1

（一）研究的目的和意义 1

（二）国内外研究现状 1

（三）研究内容 2

二、从众心理及营销策略理论概述 3

（一）从众心理概述 3

1、心理学视角下的从众心理 3

2、社会学视角下的从众心理 3

（二）从众心理的形成原因 4

1、少数服从多数思想意识的影响 4

2、心理压力因素的影响 4

3、心理不确定性需求的影响 4

4、恐惧心理对从众行为的影响 4

（三）从众行为的影响因素 5

1、群体因素 5

2、情境因素 5

3个体因素 5

（四）营销理论 5

1、SWOT分析法 6

2、STP分析法 6

3、4P营销策略 6

三、从众心理对化妆品消费者的影响分析 7

1、产品功效起决定作用