擁抱「她經濟」時代的關鍵策略

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擁抱「她經濟」時代的關鍵策略

2025年03月20日 15:04 最後更新：15:10

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上回提及「她經濟」的崛起，不但重塑了消費市場格局，也為女性創業與職場發展開創了新機遇。在這股趨勢下，品牌、企業與個人都應該積極適應變化，善用市場動態，讓女性力量真正發揮影響力，推動經濟發展。筆者認為，「她經濟」有以下幾個關鍵策略值得關注：

１）建立具情感共鳴的品牌故事

現代女性消費者購物時，不但考慮產品的功能性，更關注品牌背後的價值觀與情感共鳴。因此，品牌應從「推銷產品」轉向「講述故事」，透過動人的品牌敘事，讓消費者在購買過程中找到自我認同。例如，在直播介紹珠寶品牌時，我不單止會展示產品，更會分享其創辦人的創業歷程，強調她如何將女性的自信與優雅融入設計理念。這樣的故事能夠深化品牌與消費者之間的情感連結，讓購物行為超越物質層面，轉化為自我價值的體現。

2）善用社交行銷與直播電商

隨着社交媒體與數碼行銷的發展，傳統零售模式逐漸被社交電商與直播帶貨取代。女性消費者更習慣透過KOL推薦、社交互動來決策購買。品牌若能靈活運用直播、短影音及社群行銷，將大幅提升市場滲透率與轉化率。我一直強調，直播不只是銷售工具，更是一種體驗行銷。透過即時互動、產品試戴示範、專業解說等方式，品牌能夠有效拉近與消費者的距離，增強信任感，進而提高購買意願。因此，品牌應該積極投資於數碼行銷策略，將消費場景無縫融入女性的日常生活。

3）提供更多女性創業支持

「她經濟」的另一大亮點是女性創業的興起。根據法國巴黎銀行2015年的報告，香港有45%的企業家為女性，遠高於全球平均水平。此外，2021 年「女性創業家指數」顯示，香港在全球排名第17，亞太地區第4，顯示出女性創業的潛力。然而，許多女性在創業過程中仍面臨「玻璃天花板」挑戰，如資金短缺、職場性別偏見及家庭與事業間的平衡等。因此，政府與企業應該提供更多支持，例如女性創業基金、專業培訓、創業獎勵計劃及商業資源對接等，幫助女性創業者順利建立品牌，開拓市場。

鼓勵女性積極參與

「她經濟」不只代表市場消費習慣的變革，更象徵女性在經濟發展中的影響力與話語權。筆者鼓勵更多女性投入KOL直播與社交行銷，因為這絕對是當前的營銷趨勢，更是一條通往財務獨立、自主創業的道路。我認為女性創業者應勇於突破框架，發掘自身優勢，在這股「她經濟」新浪潮中掌握市場主導權，為消費市場帶來更多可能性。

原文連結：https://shorturl.at/zhdY9

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