西安市女大学生消费行为与营销策略研究

发布时间：2018-05-29 04:08

本文选题：西安市 + 女大学生　；参考：《延安大学》2012年硕士论文

【摘要】：伴随我国经济体制改革的深入和买方市场的出现，人民群众的消费观念、消费行为和消费心理也发生了很大的变化，女大学生作为未来消费市场的主力，其消费行为的变化受到了社会、家长、学校和企业的共同关注，针对目前西安市女大学生的消费情况，我们通过问卷调查的方式来了解她们消费的现状和特点，分析影响其消费行为和消费方式的因素，制定出针对女大学生应该采取的营销策略，对社会、家长、学校和企业都有着重要的意义。本次问卷调查的对象是西安市部分高校的在校女大学生，经分析，初步得出如下结论：第一，女大学生的经济收入来源主要依靠父母，月消费金额主要集中在500—1100元，由于生源地、年级、独生子女与非独生子女的差异，消费水平也存在着较大的差异。女大学生除了伙食消费之外，花费最多的项目是购置服装、化妆品和饰品，比重高达49.69%。从调查数据显示可以看出大多数的女大学生的消费还是比较理性，合乎自身经济状况。第二，，女大学生用于消费的经济来源多样化，非家庭支持消费明显增加；消费水平逐渐提高且因地域、年级不同差距明显；消费结构渐趋多样化，文化消费比例增加趋势明显；超前消费，网络购物消费渐成热点；理性务实与虚荣攀比共存。第三，影响女大学生消费行为的因素主要包括个人、家庭和社会。个人人格的发育和价值观的成熟度对女大学生的消费行为起着关键性的作用，家庭经济收入和消费观念直接影响着女大学生的消费行为。此外，女大学生的生源地经济状况，参照群体以及媒体广告、社会氛围等社会因素也影响着她们的消费行为和消费方式。第四，针对女大学生的消费现状和特点，企业在4p组合方面，可以从以下几个方面入手：产品应求新、求美、求特；采用逆向定价法；增加网络销售渠道；进行情感引导；适当赠送，折扣诱人；提高服务水平，增强购物舒适性，在潜移默化中强化女大学生的品牌忠诚度。
[Abstract]:With the deepening of China ' s economic system reform and the appearance of the buyer ' s market , the consumption idea , consumption behavior and consumption psychology of the people have changed greatly . As the main force of the female college students in Xi ' an , the consumption behavior of female college students has been paid attention to by the society , parents , schools and enterprises .

First , the source of economic income of female college students mainly depends on parents , the monthly consumption amount is mainly concentrated in 500 - 1100 yuan , the consumption level also has big difference due to the difference between the source land , the grade , the single child and the non - single child . Female college students spend the most of the items in the purchase of clothing , cosmetics and accessories , with a specific gravity of 49.69 % . From the survey data , it can be seen that the consumption of most female college students is comparatively rational and is in accordance with their own economic situation .

Second , female university students are used to diversify the economic sources of consumption , and the non - family support consumption is obviously increased ;
The consumption level is gradually increased and the difference between grade and grade is obvious .
The consumption structure is gradually diversified , and the proportion of cultural consumption increases obviously ;
The consumption of Internet shopping has become a hot spot .
Rational pragmatic and vanity climbing coexist .

Thirdly , the factors that affect the consumption behavior of female students mainly include individual , family and society . The development of personal personality and the maturity of values play a key role in the consumption behavior of female students .

Fourthly , aiming at the consumption status quo and characteristics of female college students , the enterprise can start from the following aspects : the product should seek new , seek beauty and demand ;
adopting reverse pricing method ;
Increase network sales channel ;
carrying out emotional guidance ;
Appropriate gifts and discounts are attractive ;
Improve service level , enhance shopping comfort , and strengthen the brand loyalty of female college students in latent displacement .
【学位授予单位】：延安大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.55;G645.5

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