文档介绍：摘要随着经济的发展和市场竞争的加剧,各大企业都在进行消费者行为的研究,它是营销决策的基础,与企业市场的营销活动密不可分。大学生是一个特殊的消费群体通过对大学生手机品牌消费进行分析,了解大学生手机品牌消费心理特点及各种影响因素,为企业制定一系列有效的营销策略提供理论依据,增强其营销策略的有效性,并提高企业的市场占有率和品牌竞争力。本文通过问卷调查和访问法收集数据和信息,运用归纳演绎法、决策导向研究法、体验导向研究法和行为影响研究法对信息和数据进行分析,得出大学生手机品牌消费现状及对质量、功能、价格、品牌选择、购机地点等方面的要求。对这些进行分析, 预测大学生手机品牌消费趋势及给企业的建议和启示。关键词:消费者行为;消费者心理;建议与对策 Abstract With the development of economy and the intensification of petition, the enterprises are all processing the study of consumer behavior , it is the basis of marketing decision , which is inseparable with the enterprise market marketing activity. College students are a special consumption group, through college students ’ mobile phone brand consumption of mobile phone brand, and consumption psychology and the effects of various factors, for enterprises to develop a series of effective marketing strategy to provide the theory basis, enhancing marketing strategy effectiveness, and improve the enterprise's market share and petitiveness. T hrough the questionnaire survey and interview to collect data and information, using the deductive method, decision oriented research method, research method of experiential and behavioral effects of law on information and data analysis, this article draw s college students ’ mobile phone brand consumption status and the quality, function, price, brand choice, purchase location and other requirements. For the analysis, and predict the college student mobile phone brand consumption trend and give suggestions to the enterprises and enlightenment. Key words: Consumer behavior ; Consumer psychology ;Suggestions and countermeasure s 目录一、绪论................................................................................................................................. 1 (一)研究目的和意义..................................................................................................... 1 (二)国内外研究现状..................................................................................................... 1 (三)研究方法思路................