大学生自行车消费行为调查与营销策略分析..docVIP

摘 要 近年来随着我国高等教育的不断发展，升学率的不断提高和学生的增多，各高校校园面积越来越大，各教学地点与宿舍、食堂的距离也相距甚远，如果仅靠步行，这不仅大大的消耗了大学生的时间和体力，还降低了学习和办事的效率。自行车以其低成本绿色健康得到的青睐Abstract In recent years, with the continuous development of Chinas higher education enrollment rate, increase and the increase of students, the campus area is more and more big, the dormitory, canteen and the teaching location distance too far apart, if only by walking, this not only greatly consume their time and energy, but also reduces the efficiency of study and work. The bicycle as a means of transport with its low cost, green health more and more college students of all ages. A large number of college students has become an important group in bicycle consumption, has become the enterprise to strive for bicycle consumers. The students of Yangtze Normal University as the example, firstly, using online survey forms, investigation of consumer behavior on students of bicycle, bicycle consumption behavior and the status quo of college students to understand the various factors influencing college students, then analysis of bicycle consumer behavior. Finally, formulates the corresponding marketing strategy at present behavior and the status quo of college students consumption to promote the consumption ratio of bicycle, bicycle in college students, in order to improve the market bicycles in the university campus in share. Key Words: College students; bicycle; consumer behavior; marketing strategy  目 录 1 引言 (1) 1.1 本论文研究的背景及意义 (1) 1.2 营销策略的发展现状 (1) 1.3 本论文研究的主要内容和方法 (2) 2 长江师范学院大学生自行车消费行为调查研究 (3) 2.1调查对象分析 (3) 2.2自行车的购买能力 (6) 2.3影响大学生购买的产品因素 (6) 2.4 购买自行车的时间 (8) 2.5 获取自行车信息的渠道 (9) 2.6 购买自行车的渠道 (10) 2.7大学生自行车的购后使用和处置 (11) 3 大学生自行车消费行为特征 (11) 4 大学生自行车消费营销策略 (12) 4.1 产品策略 (12) 4.2价格策略 (13) 4.3渠道策略 (13) 4.4促销策略 (14) 5 总结 (15) 参考文献 (16) 致 谢 (17) 附录 大学生自行车消费行为调查问卷 (18) 1 引言 1.1 本论文研究的背景及意义 据统计，我国目前在校大学生人数有近3000万，对于这一个特殊的群体，在自行车的消费市场中，大学生是一支消费的主力军。在校大学生有着的消费需求，他们获得经济上的独立，消费受到很大的。消费观的超前和消费，着大学生的消费行为。的今天，信息科学技术发