大学生群体消费行为特征与市场营销对策

大学生群体在消费过程中,追求新潮、追求时尚、追求个性。大学生消费的计划性较差,盲目花钱的行为时常发生,消费时既有冲动性也有理智性。大学生群体的消费行为受制于家庭的经济条件,城市学生消费水平明显高于农村学生,文科学生消费水平略高于理科学生,男生的消费水平略高于女生。日常生活消费中饮食消费明显高于其它消费行为;电子类产品消费、通讯和上网的费用成为大学生消费不可缺少的一项内容。大学生消费群体需求旺盛、市场潜力巨大,为企业提供了良好的商机。本文根据大学生群体的消费行为特征,提出了相应的市场营销对策。

Characters of Undergraduates' Consumption Behavior and Related Marketing Measures

In the process of consumption,undergraduates would like to pursue trendiest,fashion and personality.They can't make a rational plans of consumption so that they often dip into their purse with impulsion and sense.The economic condition of undergraduates families controls their consumption level of urban students is higher than those coming from countryside liberal students' is little higher than science students' and schoolboys' is higher than schoolgirls'.The money spent in diet is much more than the other expenses in daily maintenance.The expenses of electronic production,communication and network are the indispensability for undergraduates.The consumptions of undergraduates have a potential large market,which provides very favored chances for corporations.According to these characters of consumption behavior of undergraduates,this paper put forward somewhat corresponding marketing measures for business.