大学生冲动购买的影响因素分析.docVIP

学 号0803111041 毕 业 论 文 课 题 学生姓名 系 别 工商管理系 专业班级 08级市场营销班 指导教师 张保花 二0一二 年 六 月 目录 摘 要 2 引 言 4 一、冲动性购买的概述 4 （一）冲动性购买的概念 4 （二）冲动性购买的动机 4 二、大学生冲动性购买的特征和类型 4 （一）大学生冲动性购买的特征 4 （二）大学生冲动性购买的基本类型 5 三、大学生冲动性购买的影响因素分析 6 （一）宏观环境因素 7 （二）微观环境因素 7 四、营销建议 10 （一）重视大学生冲动性购买的营销要素 10 （二）刺激冲动性购买的促销方式 11 结 论 11 参考文献 12 致 谢 13 大学生冲动性购买的影响因素分析 摘 要 本文通过对消费者冲动性购买行为当前相关理论的研究总结，由共性到个性，从抽象到具体，重点分析了当前大学生这一特殊消费群体冲动性购买行为的特征、基本类型以及影响因素等方面。结果表明，大学生作为当今青年人的重要代表，不仅具有一般年轻人关于冲动性购买行为的影响因素和特征，而且由于其受教育水平、社会阅历及所处社会阶层等方面的原因，其冲动型购买行为还具有群体感染性、时尚追求性、性别差异性、情绪性等的特点。此外，本文还向企业界提出了一些针对大学生群体的冲动性购买的应对策略关键词：大学生；冲动性购买；营销策略；促销 The Factor Analysis of College Students Impulse Buying Abstract Research on impulse buying behavior, there are already many experts and scholars engaged in research. However, the study of impulse buying behavior of the student population, academic fields is not more involved.This paper on consumer impulse buying behavior related to the theory summarized by the common to the personality, from the abstract to the concrete, the focus of the current characteristics of the impulse buying behavior of college students in this particular consumer groups, the basic types, as well as impact factors. The results show that college students as an important representative of todays young people, not only has the general factors affecting young people on the impulse buying behavior and characteristics, but also because of their level of education, experience, and in which social class reasons, the impulse buying behavior also has a group of infectious, the pursuit of fashion, gender differences, and emotional characteristics. In addition, to the business community coping strategies for the student population of impulse buying, to hope that the enterprises in the fierce competition in the market can correctly and effectively guide consumers, especially the student population of impulse buying. Keywords: College Stu