(毕业论文)(当代女大学生的消费心理分析—以海南大学为例).doc

海南大学
毕业论文
题目:当代女大学生的消费心理分析—以海南大学为例
学号: 2XXXXXXX 5
姓名: X X X 云
年级: 班
学院: 经济与管理学院院
系别: 工商管理系系
专业: 市场营销专业业
指导教师: 师
完成日期: 2013 年 4 月 12 日
摘要
当代女大学生是一个特殊消费群体,有着不同于其他消费群体的消费行为。从1999年我国开始实施高校扩招政策以来,各高校大学生人数逐年增加,购买力也越来越大,同时也孕育了一个庞大的、极具开发潜力的女大学生消费市场。本文首先从当代女大学生的月消费额和消费结构这两个方面来分析女大学生的消费现状,从而探究出现这种消费现状的原因,即影响当代女大学生消费现状的因素,再认真分析和把握女大学生与其他社会群体不同的消费心理,根据女大学生爱美心理、追求自尊与被他人尊重的心理、冲动与理智并存和“宅女”式消费心理的特点,从产品、价格、渠道、促销上制定适宜的营销策略,以此来抢占这个巨大的市场。
关键词女大学生;消费心理;营销策略
Abstract
Contemporary female college students is a special consumer groups, they are different from other consumer groups of consumer behavior. Since 1999, China began to implement the expansion of higher education policy then the college students' number increases year by year, and they have greater and greater purchasing power. It also bred a huge, most development potential of female college students consumer market. This article from the contemporary female university students' level of consumption and the consumption structure of the two aspects to the analysis of the current consumption of female college students, so as to explore appear this kind of consumption for the current situation, namely the effect on contemporary female college students of the current consumption factors, more seriously analyze and grasp the female college students and other social group different consumption psychology, According to the beauty of female college students mental, Pursuit of self-esteem and respect by others psychological, impulse and rational coexist and " coach potato
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Coach potato" type consumer psychological characteristics, then from product, price, place, promotion for appropriate marketing strategies, so as to race to this huge market.
Keywords: Female college students; Consumption psychology; Marketing strategy
目录
一、绪论………………………………………………………………………(1)
(一) 研究背景及意义………………………………………………………(1)
(二) 问卷设计及调查………………………………………………………(1)
二、当代女大学生消费现状…………………………………………………(2)
(一) 月消费情况……………………………………………………………(2)
(二) 消费结构…