文档介绍：青海大学学生消费心理及营销对策研究
摘要
大学生作为当代社会中特殊的消费群体,在现代社会的生活方式、流行时尚、消费观念的影响下,形成特殊的群体消费特征。本文通过对青海大学学生的消费行为和消费心理的分析,并对青海大学周边商家在经营过程中运用的营销方式进行了访谈方式和实地调查方式了解了其对青海大学学生市场所使用的营销方式存在的问题,同时结合青海大学学生消费时心理存在的问题,据此提出与之相适应的营销对策, 分析商家如何抓住市场机会,希望对开发青海大学学生消费市场有一定指导意义。
关键词:青海大学学生,消费心理,消费特征,营销策略
QINGHAI UNIVERSITY STUDENT CONSUMER PSYCHOLOGY AND MARKETING STRATEGIES
ABSTRACT
Students of contemporary society as a special consumer groups, in the modern lifestyle, fashion, under the influence of consumer attitudes, consumer groups, the formation of special features. Based on the Qinghai University student behavior and analysis of consumer psychology, and businesses around the Qinghai University in the course of business and marketing methods used were interviews and field surveys to understand their way of university students in Qinghai marketing methods used by the market Problems, thus corresponding to the reasonable proposed marketing strategies, how to seize the market opportunities of businesses, on how the essful development of Qinghai University students a valuable consumer market.
Keywords: Qinghai University student, consumer psychology, consumer characteristics, marketing strategy
目录
1 绪论 1
1
1
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2 青海大学学生消费行为现状调查 5
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,冲动性消费倾向明显 8
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3 青海大学学生消费心理存在的问题 11
11
“趋同心理”强 11
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4 针对青海大学学生的营销策略 13
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5 结论 17
参考文献 19
致谢 21
附录A大学生消费状况调查研究问卷 23
1 绪论

大学生消费心理及行为是其价值观的重要的体现。在经济飞速发展和高校规模不断扩大的国内环境下,大学生作为