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不同年龄推销对象的心理特点及推销策略研究摘要针对不同年龄推销对象的心理特点研究实质上是市场细分的研究。场营销活动的最终对象是消费者，消费者群体的结构特征、心理特征、行为特征及其变化方向是企业营销研究的重要内容。本文以消费心理学和市场营销学作为指导思想，辅之以心理学，运用问卷调查法和观察法达到研究目的。针对不同年龄阶段将其划分为少年儿童，青年，中年和老人四个阶段，并对其做了市场调查和细致的研究，遵循科学性，客观性，发展性和关联性原则，从需求，动机，心理学等方面，运用实验法，调查法观察法等，并通过对不同年龄推销对象的心理特点和消费心理做了详细的分析和对比做出了针对不同年龄推销对象的推销策略，获得了显著性的成果，对企业的的产品推销有巨大的参考意义。关键词：不同年龄；推销对象；推销策略；心理特点AbstractAccordingtodifferentagessellobjectpsychologicalcharacteristicsoftheresearchisinessenceofmarketsegmentation.Marketmarketingactivitiesoffinalobjectisconsumer，consumergroupsandthefeaturesofthestructureofthepsychologicalcharacteristics，behaviorcharacteristicsandchangedirectionisanimportantpartofthestudyofenterprisemarketing.Basedontheconsumptionpsychologyandmarketingastheguidingideology，assistedbypsychology，aquestionnairesurveyandobservationtoresearchpurposes.Accordingtodifferentagestagescanbedividedintoyoungchildren，youth，middle-agedandoldmanfourstages，anditsmadeamarketresearchandmeticulousresearch，followthescientific，objectivity，developmentalandrelevanceprinciple，fromrequirements，motivation，psychology，usethelaw，investigation，observation，andthroughtothedifferentagesellpsychologicalcharacteristicsoftheobjectandtheconsumptionpsychologyhasmadethedetailedanalysisandcontrastmadeaccordingtodifferentagessellsellstrategyoftheobject，andgotasignificantachievement，oftheenterpriseproductssellhavehugereferencesignificance.Keywords：Differentage；Sellobject；Marketingstrategy；Psychologicalcharacteristics目录引言.................................................................1第一章推销心理学的理论分析............................................21.1推销心理学的概念..................................................21.2顾客的个性心理....................................................21.2.1外倾型......................................................21.2.2内倾型......................................................21.2.3理智型......................................................21.2.4情绪型......................................................31.2.5意志型......................................................31.2.6独立型......................................................31.2.7顺从型......................................................31.3推销对象年龄划分依据..............................................31.4针对不同年龄推销对象心理特点研究的意义............................4第二章不同年龄推销对象心理现状调查....................................52.1推销对象的抽样调查（以手机为例）..................................52.1.1确定调查方式................................................52.1.2问卷设计....................................................52.1.3问卷的发放情况..............................................52.1.4调查样本统计分布............................................52.2不同年龄推销对象的对手机的消费心理现状............................6第三章不同年龄时期消费者消费心理研究..................................73.1对儿童推销对象的研究..............................................73.1.1儿童心理分析................................................73.1.2儿童时期消费者心理特点分析..................................83.2对青年推销对象的研究..............................................83.2.1青年心理分析................................................83.1.2青年时期消费者心理特点分析.................................113.3对中年推销对象的研究.............................................123.3.1中年心理分析...............................................123.3.2中年时期消费者心理特点分析.................................143.4对老年推销对象的研究.............................................143.4.1老年心理分析...............................................143.4.2老年时期消费者心理特点分析.................................15第四章针对不同年龄推销对象的推销策略研究.............................174.1儿童对象的推销策略研究...........................................174.1.1产品策略...................................................174.1.2广告策略...................................................174.1.3情感促销...................................................184.1.4文化促销...................................................184.2青年对象的推销策略研究...........................................184.2.1青少年市场产品策略.........................................184.2.2青少年市场促销方式.........................................194.2.3青少年市场分销策略.........................................204.2.4青少年商品的价格策略.......................................214.3中年对象的推销策略研究...........................................224.3.1突出产品的使用功能.........................................224.3.2强化产品质量...............................................224.3.3产品设计美观大方...........................................224.3.4坚持平价销售...............................................224.3.5提供优质服务...............................................234.3.6采用特殊的促销方式.........................................234.4老年对象的推销策略研究...........................................234.4.1广告宣传要体现情感特点.....................................234.4.2销售渠道的设计要合理.......................................234.4.3进行合理的价格定位.........................................244.4.4建立健全老年服务中心.......................................24总结................................................................25参考文献..............................................................26附录................................................................27谢辞...................................................