文档介绍：毕业论文
题目: 经济危机下青海大学生消费行为研究
学生姓名: 王乐
学号: 0634105127
指导教师: 张永琴
专业年级: 2006级市场营销
所在学院和系: 财经学院工商管理系
完成日期: 2010年6月4日
答辩日期: 2010年6月12日
摘要
大学生是一个特殊的消费群体,由于所受的教育、校园环境以及年龄的特殊心理特征,使他们具有自己特有的消费心理和消费行为。在当前经济危机的环境下研究他们的消费行为就显得尤为重要,本文通过对青海大学生消费者的实地调查,并进行分析,发现大学生消费者在社会化的过程中其消费行为呈现出:消费形式多样化;消费差距大;理财意识薄弱;理智消费与计划消费是主流;实用消费与品牌消费并重等五个特征。认为应该从企业营销和正确引导大学生消费两个方面去解决所出现的问题。
关键词:经济危机,青海,大学生,消费者行为
UUNDER THE ECONOMIC CRISIS QINGHAI UNIVERSITY STUDENT CONSUMER BEHAVIOR RESEARCH
Abstract
college students is a special consumer groups, due to their education, the school environment and age of the special psychological characteristics, so that they have their own unique consumer psychology and consumer behavior. In the current environment of economic crisis, their consumption behavior is particularly important, Based on the Qinghai College of consumer field surveys and analysis, found that consumers in munity college students in the process of their consumption behavior presents: the consumption of various forms of; consumption gap between; financial awareness is weak; reason the mainstream consumer consumption and plans; useful both consumer and brand consumption of five characteristics. That should guide the students the right corporate marketing and consumption are two aspects to solve the problems.
Key words:economic crisis,Qinghai,college students,consumer behavior
目录
1
、意义 1
1
1
2
4
4
4
4
5
5
消费者的渠道偏好 5
6
6
6
6
、资料收集整理、分析阶段 6
7
7
7
7
11
11
11
11
12
12
13
13
13
13
13
14
15
参考文献 16
致谢 17

、意义
选题背景:自从我国政府1999年决定高校扩招,我国大学生人数激增,由1998年的209万