目前,女性经济渐趋独立,在家庭经济决策中的话语权达到了前所未有的高度。本文通过分析女性消费的原有特点及新特点,在对各类女性消费者购买心理进行探讨的基础上,提出来企业和销售员应对的营销对策和销售技巧。 At present, the female economy is gradually becoming independent and has reached an unprecedented high of discourse in family economic decision-making. Based on the analysis of the original features and new features of female consumption, this paper puts forward the marketing strategies and sales techniques that enterprises and sales staff should deal with based on the discussion of various female consumers’ purchasing psychology.