于洋论文分析报告.doc

东北财经大学自学考试本科毕业论文 大学生消费行为研究 内容提要 大学生是一个特殊的消费群体，通过对大学生消费进行分析，了解大学生消费心理特点及各种影响因素，为企业制定一系列有效的营销策略提供理论依据，增强其营销策略的有效性，并提高企业的市场占有率和品牌竞争力。 本文在对大学生的群体特征、消费结构及消费行为特征进行分析的基础上，通过对近年发表在各学术期刊上的相关学术论文进行梳理和分析，阅读相关文献，利用因素分析法，文献综述法，详细分析目前大学生消费情况，深入论述了大学生消费观存在的问题，并阐述造成此种消费观的原因，并提出了解决方案。 关键词 大学生 消费观 消费行为 消费结构 消费心理 Abstract College students is a special consumer group, through the analysis of college students' consumption, understand the characteristics of the college students' consumption psychology and various influence factors, for the enterprise provides the theory basis for developing a series of effective marketing strategy, enhance the effectiveness of its marketing strategy, and to increase the market share and brand competitiveness of the enterprise. This effect is directly reflected or embodied in the students' consumption behavior and psychological differences.In this paper, on the contemporary college students' group characteristics, consumption structure and consumption behavior on the basis of the analysis, through to the recent published in various academic journals relevant academic papers by combing and analyzing related literature, reading, using factor analysis method, the method of literature review, a detailed analysis of the current situation of College Students' consumption, the consumption of college students view existing problems, and expounds the concept of consumption, and puts forward the solution. Key words: university students; concept of consumption; consumption behavior; consumption structure; consumer psychology  目录 一、概述---------------------------------------------------------6 (一)消费者行为学概述--------------------------------------------6 1.消费者行为学定义----------------------------------------------6 2.大学生消费行为的含义-----------------------------------------6 3.研究消费者行为的意义------------------------------------------7 二、大学生的消费现状分析---------------------------------------7 （一）消费现状---------------------------------------------------7 1.资金来源----------------------------------