基于大学生消费行为的校园营销策略.docVIP

本科毕业论文 论文题目： 基于大学生的消费行为的营销策略分析 ——以手机消费为例 学生姓名： 刘瑶 学 号： 1102140305 专 业： 市场营销 班 级： 市场营销1103 指导教师： 解芳 完成日期： 2015年5月 29 日  PAGE \* MERGEFORMAT  基于大学生的消费行为的营销策略分析 ——以手机消费为例 内容摘要 现代大学生是一个庞大的消费群体，他们有着特殊的消费行为与消费心理，并且具有巨大的市场价值与影响力，为企业和商家提供了良好的商机，越来越受到企业和商家的重视。每个企业及商家有必要针对这个独特的细分群体，采取合适的营销应对策略，进行有效的营销活动。目前各国手机生产商及经销商的竞争已进入白热化阶段 ,学生手机族成为手机市场不容忽视的消费群体 。 大学生具有独特的消费特点和购买行为 ,面对大学生特殊消费群体的广阔市场 ,手机生产商和经销商应通过设计生产学生手 机 、创新产品 、综合运用促销手段 、建立完善的售后服务体系 、做好终端顾客资源的开发利用及管理等营销策略 ,提高在学生 手机市场的占有率 。 关键词: 现代大学生 消费行为 营销策略  PAGE \* MERGEFORMAT I Based on college students consumption behavior analysis of the marketing strategy —— mobile phone consumption, for example Abstract Contemporary college students is a huge consumer groups, they have special consumer behavior and consumer psychology, and has huge market value and influence, good business opportunities for enterprises and businessmen, more and more importance by enterprises and businesses. Every enterprise and business it is necessary for this unique segment, take appropriate marketing strategy, to carry on the effective marketing activities. The national mobile phone manufacturers and dealers of competition has already entered a white-hot stage, students mobile phone ownership become nots allow to ignore to the mobile phone markets consumer groups.College students with unique consumer characteristics and buying behavior, in the face of college students special consumption group broad market, mobile phone manufacturers and dealers should through the design students hand machine, innovative products, integrated use of sales promotion means, establishing perfect after-sale service system, terminal customer resources development and utilization and management of marketing strategy, improve the students mobile phone market share. Key words：Modern college