Analysis on Female Consumerism in the She-Economy and Emotional Value

Abstract

With the booming development of her economy, the proportion of female consumer market is expanding. Female consumers tend to pay more attention to the brands value expression and the emotional value brought by consumption, and the old marketing strategies cannot meet the new demand of female consumerism. This paper will analyse existing cases through the case study method and conclude that female consumer brands should pay attention to value guidance and marketing, and incorporate positive emotional values into their products and services. In terms of response strategies, brands should avoid entering into a purely self-assumption trap that would touch womens bottom line, and instead focus on the brands own positioning and marketing objectives, based on prudent market condition and consumer research, and correctly grasp the conception of women in the new era, in order to appropriately interpret and present the brands positioning, and ultimately deliver the positive emotional value that female consumers need.