大学生意见领袖的性格特征和气质类型探究---浅析理发市场的消费调查.doc

内 容 摘 要 经济的发展，主要取决市场的需要。而市场需求，首先是消费需求 关键词:意见领袖 大学生 理发消费 性格特点 气质特征 ABSTRACT Economic development depends largely on the market. The market demand, first of all is consumer demand. Consumer behavior effect from information by product of internal and external cues of clues, the product of internal cues from the experience, so the lack of experience in consumer cases, external cues as the sole source to find formation channels. Opinion leaders as an external information dissemination in those with more frequent or more to provide information to other consumers, and thus having greater influence attitudes and behavior of others, their purchasing behavior of consumers has a deep impact on others. Based on this consideration, in this essay, with its unique high-radiation, frequent herd to buy, fast word of mouth benefits, a strong consumer brand loyalty consumption characteristics and so on ,students being a research target ,in order to establish a theoretical model and research lines Conducting the analysis of how to identify opinion leaders,so as to maximize its business value. Therefore, the core content of this essay is analysising characteristics and Temperament on college students opinion leaders by consumption survey on the Barber market.Inquiry: the existing of gender group differences between Students Barber consumer ; Compared with typical opinion followers，analysing the proportion of personality characteristics and the common performance on Temperament for college students opinion leaders.Finally, the results is useful in identificating of opinion leaders in the field of college students both for business and government. the government can use it to lead students on health consuming. while, the business can raise the minimum cost of precision marketing because of targeted countermeasures. KEYWORDS: opinion leaders，college students，barber consumption， personality characteristics， temperament 正文目录 第一章 引言 1 第一节 选题背景及意义 1 第二节 研究内容及思路、方法 2 一、 研究内容 2 二、 研究方法和思