大学生网购行分析.docVIP

泰 山 学 院 本科毕业论文（设计） 大学生网购分析及营销对策 所 在 学 院 专 业 名 称 申请学士学位所属学科 年 级 学生姓名、学号 指导教师姓名、 职称 完 成 日 期 摘 要 随着网络普及，电脑、智能手机成本的不断下降，网络购物已经从雾里看花、遥不可及的状态，变成了当今最火爆，最适合上班族、年轻族群购物口味的一种购物方式。网络购物已经慢慢地从一个新鲜的事物逐渐变成人们日常生活的一部分，冲击着人们的传统消费习惯和思维、生活方式，以其特殊的优势而逐渐深入人心。大学生作为对网络最敏感的人群，具有追求新潮时尚情趣等的特点，他们对网络购物接受很快，是未来购物市场上的潜在用户。 本文对大学生网络购物的现状进行描述，具体分析了大学生网购的消费、需求、决策等的特殊性和大学生网购产品选择集中、选择商家谨慎、支付物流要求较高等主要特点，同时对大学生网购的心理特征进行了分析，提出了影响大学生购物的主要因素。最后，为了提高企业的针对大学生这个消费群体的定位，对企业的网络营销提出价格、产品、售后、信用管理等对策。 关键词：大学生，网购，心理特征，影响因素，对策 ABSTRACT With the popularity of the network and the cost of computers, smart phones continue to decline, shopping online has changed from a state that liking smoke and mirrors and out of reach the time, to become the most popular and the most suitable style for office workers and younger now. Shopping online has slowly changed from a novelty gradually to become a part of peoples daily live. It has a great impact on peoples traditional spending habits and the way of thinking and life. And it has been widely accepted owing to its special advantages. As the most sensitive people on the network, college students can quickly accepted shopping online behavior, they are potential users of the future shopping market. In this thesis, the status quo of college students shopping online has been studied. Then the specificity and the main features of shopping online behavior of college students has been analyzed. And then the consumer attitude of the contemporary college students shopping online has been pointed out. Finally, several proposals based on personal views for enterprise network marketing have been given. Keywords: college students ; shopping online; psychological characteristics,; factors ;tactics 目 录 TOC \o 1-3 \u 1 引言 PAGEREF _Toc389220296 \h 1 2 大学生网络购物消费的现状分析 PAGEREF _Toc389220297 \h 1 2.1 大学生网络购物