论文婴幼儿产品消费行为的研究程序.doc

网 络 教 育 本 科 毕 业 论 文 婴幼儿产品消费行为的研究 ——为了促进婴幼儿产品消费市场的健康发展 The Research of Infant Products Consumption Behavior ——For the Healthy Development of the Infant Products Consumption Market 作 者: 学 号: 专 业: 商务英语 学习中心: 南京学习中心 指导教师: 张** 二零一三年十一月二十九日  摘 要 中国人口计生委，国家统计局人口统计数字显示，中国近十年以来一直处于婴幼儿生育高峰，并呈现出继续上升的态势。父母为70后80后，由于70后80后的这一批父母相比老一辈父母，在受教育水平方面，消费观念，收入水平方面都有所提高，对婴幼儿产品消费有着更高的要求期望。婴幼儿消费支出占整个家庭支出的30%左右，也是国民经济中重要的组成部分，但是目前我国婴幼儿产品消费市场价格混乱，质量良莠不齐，给消费者带来诸多困惑。本文研究分析婴幼儿产品消费者的行为，分析影响婴幼儿产品消费行为的重要因素，进而提出相应的建议。 本文首先阐述了婴幼儿产品消费市场的现状和存在的问题，然后通过对婴幼儿产品市场发生的几个大事件对消费行为的影响，了解消费者的诉求，再根据问卷调查详细分析影响影响婴幼儿产品消费行为的因素和行为特征，据此提出相应的建议——要加强国产品牌建设、加强产品质量监控、稳定市场价格、倡导理性消费。 本文采用主观的现象分析推论和客观的问卷调查相结合的方法，在已有研究的基础上提出自己的观念，旨在促进婴幼儿产品消费市场的健康发展，减轻作为消费者的婴幼儿家长的困惑。 关键词：婴幼儿产品、消费行为、影响因素、国产品牌建设 Abstract The census figures of the National Population and Family Planning Commission of China and National Bureau of Statistics show that china has been in an infant baby boom recent ten years. The new parents are after 70 and after 80 people, these parents are in a higher level on education, consumption concept, income than older generation parents, and have the higher requirement for infant products consumption. Infant consumption expenditures account for 30% of entire household spending, and it is important part of national economy. But at present, the market prices are confused, the good quality and the bad quality are intermingled, that bring consumers a lot of confusion. This article analyzes the infant products consumption behavior, analyzes the important factors that affect infant products consumption behavior, and then accordingly puts forward relevant suggestions. Firstly, this article introduces the status quo of the infant products consumption market. Then know the consumer’s demands through several big quality events in this market that influenced consumption behavior. And then through the questionnaire survey, deeply analyze the behavior characterist