网红经济对大学生消费行为的影响研究.doc

PAGE PAGE 26 网红经济对大学生消费行为的影响研究 摘要：“互联网+”的飞速发展催生了各种形式的商业经济，最具代表性的便是当下正火的“网红经济”。不同于传统营销模式，网红经济伴随着新媒体的不断发展和网络交易的日常化，“网红经济”的营销模式日渐扩大，其弊端也日渐暴露，大学生作为主要的网络接触成员，深受网红经济的影响。 本文首先分析了网红经济发展的时代背景和相关概述，在此背景下了解大学生在网红经济中的消费现状及原因，最后分析网红经济对大学生消费行为的影响，分积极影响和消极影响两个方面，对此，针对网红经济对大学生消费行为的消极影响提出相关措施。 关键词：网红经济，大学生，消费行为  Research on the influence of web celebrity economy on consumption behavior of college students Abstract：The rapid development of Internet + has given birth to various forms of commercial economy, the most representative of which is the currently popular web celebrity economy. Different from the traditional marketing mode, web celebrity economy is accompanied by the continuous development of new media and the daily transformation of network transactions. The marketing mode of web celebrity economy is expanding day by day, and its disadvantages are exposed day by day. College students, as the main network contact members, are deeply affected by web celebrity economy. This article first analyzes the web celebrity summary of background and related economic development of the era, in this context to understand the situation and causes of college students consumption in the web celebrity economy, in the final analysis web celebrity economic influence on college students consumption behavior, positive influence and negative influence two aspects, and for web celebrity economy the negative influence of the college students consumption behavior related measures are put forward. Keywords：Web celebrity economics, college students, consumer behavior  目 录TOC \o 1-3 \h \u 19090 第1章 绪 论 7 28507 1.1研究背景和意义 7 2403 1.1.1本课题研究背景 7 30167 1.1.2 本课题的研究意义 7 17859 1.2 文献综述 8 1872 1.2.1 国内研究 8 6954 1.2.2 国外研究 8 20687 1.3课题研究方法和内容 9 11317 1.3.1 研究方法 9 30002 1.3.2 研究内容 9 22563 第2章 网红经济概述 11 18245 2.1网红经济的概念 11 31980 2.2网红经济的特点 11 12798 2.3网红经济主体对大学生的营销策略分析 11 13095 第3章 网红经济中大学生消费情况分析 13 10049 3.1大学生消费行为的定义 13 6693 3.2网红经济中大学生消费情况分析 13 29202 3.2.1大学生基本信