网络直播营销对大学生消费的影响.docxVIP

PAGE I 网络直播营销对大学生消费的影响 内 容 摘 要 网络直播营销是营销形式上的一项重大创新，反映了移动网络提速和智能设备的广泛普及。正是因为互联网的高速发展的原因，新型的营销方式--网络直播营销，倍受年轻人的关注，尤其突出的人群是大学生。大学生思想活跃、追求时尚、比较容易接受新兴的事物，对网络直播营销有着较高的兴趣。但是大学生对自身的消费认知能力认识不足，容易受网络直播营销的影响，随波逐流，在网络消费中迷失自我。因此，要正确认识网络直播营销，引导大学生理性地消费。 通过综合现有的研究成果，对国内外的营销理论、网络直播营销理论和消费理论进行综述，运用问卷调查法以广州工商学院的全体学生作为研究对象，对大学生观看网络直播营销后产生的消费行为进行分析并据此提出相对应的解决措施。通过数据分析得出以下结论：小部分大学生没有合理安排时间观看网络直播营销，重玩乐轻学习,偏向娱乐性消费；绝大多数大学生可以理性地看待网络直播营销，不会盲目跟风，并具有理性的消费观念。据此，针对国家、直播平台、大学生这三个层面提出了引导网络直播营销健康发展的建议：首先，国家必须要完善有关的法律法规；其次是直播平台应该提高网络直播营销的门槛和承担社会责任，加强对直播营销内容的审查；而大学生则必须提高自身的辨别能力和学会识别广告的真实性的能力，并且树立理性的消费观念。希望通过这次调查和分析，理性的消费观念将会为大学生建立，绿色消费环境将被创建，以及对大学生网络直播营销中的消费合理性进行改善。 关键词：营销；网络直播营销；大学生消费；理性消费 PAGE III The Influence of Network Broadcast Marketing on College Students Consumption Abstract Network broadcast marketing is a major innovation in the form of marketing, which reflects the widespread popularity of mobile network acceleration and smart devices. It is precisely because of the rapid development of the Internet that a new type of marketing, online live marketing, has attracted the attention of young people, and the most prominent group is college students.College students have active thoughts, pursue fashion, and are easy to accept emerging things. They have a high interest in network broadcast marketing. However, college students have insufficient understanding of their own consumption cognitive ability, which makes them susceptible to the influence of network broadcast marketing, drift with the current, and lose themselves in online consumption.Therefore, we must correctly understand online live marketing and guide colleges to consume physiologically. Through the synthesis of existing research results of domestic and foreign marketing theory,Webcast marketing theory and consumption theory,using questionnaire survey to all the students in Cuangzhou College of Technology and Business as the research object, for college students to watch the live webcast marketing after the analysis of consumer