大学生网购行为分析大学生网购行为分析.doc

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 学生姓名、学号 指导教师姓名、 职称 完 成 日 期 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 1 引言 1 2 大学生网络购物消费的现状分析 1 2.1 大学生网络购物的特殊性 1 2.1.1 消费需求的跨层次性和多层次性 1 2.1.2 消费决策的独立性和从众性 2 2.1.3 消费的理智性和冲动性 2 2.2 大学生网络购物的主要特点 2 3 大学生网络购物心理特征分析 4 3.1 大学生网络购物心理特征 4 3.2 影响大学生网络购物的因素 5 4 针对大学生群体网购的营销对策 7 4.1 价格对策 7 4.2 产品对策 7 4.3 售后对策 8 4.4 信用管理对策 8 5 结束语 9 参考文献 10 致谢 11 1 引言 淘宝、京东、商家信誉、支付宝――这些都是如今大学生常用的词语，在校园中、在宿舍里等各种场合，物美价廉的好东西如何得到，也是大学生们每天的日常讨论时所重点关注的。再看看每天中午或某个特定时刻，快递员就会像开展销会一样，在学校里的代理点摆开一大堆各种各样的邮件。求廉、求乐、求便是当今大学生网络购物的主要消费动机之一，而从网上购买的某件商品是否合乎自己对它的需求，除去商品本身之外，商家信誉、支付方式、运送的满意程度等等也是影响网络购物总体满意度的几个及其重要的方面[1]。 随着时代的发展，大学生已逐渐成为网络消费的主力军，因而了解大学生网络购物的特殊性和主要的特