市场营销-移动互联网环境下大学生的食品消费行为分析论文.doc

移动互联网环境下大学生的食品消费行为分析 【摘要】俗话说“民以食为天”，一直以来食品消费都在我们日常生活中占有重要位置，是生活中不可或缺的一部分。而随着移动互联网技术的不断发展以及广泛的应用，人们的消费观念与消费行为都发现了翻天覆地的变化。在日益增加的移动互联网食品消费群体中，大学生成为了群体中的主力军。无论是手机网购食品也好还是使用手机支付进行食品购买也好，大学生都作出了很大的贡献，他们的消费行为很大程度地反映了移动互联网食品消费的潮流趋势，同时对未来的事态也会有一定程度的影响。 本文是基于以上背景，通过对在校的大学生群体进行问卷调查，对以食品消费为例、大学生群体为代表的消费者行为进行研究分析，研究其购买心理与消费者行为特征，最终总结出了大学生群体在移动互联网环境下的食品消费行为与特征，进而给出相关营销建议。 【关键词】移动互联网；食品；消费行为；大学生 The Analysis of college students food consumption behavior under the mobile Internet environmen [Abstract] As the saying goes, food is the staff of the people, food consumption has been playing an important role in our daily life, is an indispensable part of life. With the continuous development and wide application of mobile Internet technology, peoples consumption concept and consumption behavior have found earth-shaking changes. In the increasing mobile Internet food consumption group, college students have become the main force of the group. College students have made a great contribution to both the online shopping of food by mobile phones and the payment of food by mobile phones. Their consumption behavior largely reflects the trend of mobile Internet food consumption, and will also have a certain influence on the future situation. This article is based on the above background, through the questionnaire survey of college students in school groups, the food consumption, for example, represented by the university students to study and analysis of consumer behavior, study its purchasing psychology and consumer behavior characteristics, finally summarized the students groups in food consumption behavior and characteristics of the mobile Internet environment, and recommendations related to marketing. [Keywords] Mobile Internet Food Consumer behavior College students 目 录 TOC \o 1-3 \h \u 17296 第1章 绪论 1 32378 1.1研究背景 1 6512 1.2研究目的与意义 2 19040 1.2.1研究目的 2 17225 1.2.2研究意义 2 16851 1.3国内外研究现状 3 9490 1.3.1有关移动互联网环境下大学生消费行为国外研究现状 3 20145 1.3.2有关移动互联网环境下大学生消费行为国内研究现状 3 18