大学生群体消费行为特征与市场营销对策

:20070508:(1956-),,,,(,,106206),,,,,,;,,;;F723152A1008-7222(2006)02-0057-07,,,,,,,,,,,(2005),20052300,1177%,1561178,112%,,,,,,,,,,,,,,,,,,,75,,,,,,,,,,,,,,,1264399,31157%;865,68143%:,,111:1300-400(%)400-500(%)500-800(%)800-1000(%)1000(%)271203611224108813641254815733187131623123017235114361352018151412130381743314017156710631243315834109231066102312638103351611718061132143361633511319146610921691264,300400400500,36163%35113%;50080020%,300500,50028124%,30040050%,30%;50036169%,17156%,400500,5001/3;300400,500,,40080057116%,50195%50032133%,26136%21,85222772007622,:(1)1264,93112%,,,,90%6188%,,,2(%)(%)(%)MP3MP4(%)(%)771764715994119701680100351302219491176391610190611153510989172521631125581033714694168581960100641324010094186611490100511533210690165501570195591023617193112561960140(2)MP3MP4,,,,59102%,77176%,35130%,;61115%,58103%,;64132%,51153%,MP3MP4,,,,33,5057175%;10015135%;5042125%350(%)50100(%)100200(%)200(%)(%)3615444119131885110012849146381898106216901904318637184131284151015041150431701014031820158411354217011162315101814315140165101884177011942125411851113141030155,,1,95,,,;1,44(%)(%)(%)3614033129301312615239178331695211324181231062217741139351842618937197351143913133159271103210436116311804,1264,32104%;36116%;31180%,1/3,2/3,,,;,3.,,70%;8123%;7199%,3109%,,14154%,5152%,,,17129%,9102%062227720076,40135%20;4103%100,52161%20;1111%300,47186%;24121%,35189%20;26156%2050;20187%50100;12141%100200;4127%300,;,,,48126%,;18199%,;10105%;10105%,,43128%;6101%;44115%;44115%,,,19115%;59118%;1190%,5133%;41106%;52161%,,,:12118%;19107%;33115%;35160%,29197%;54135%;10105%,,,,,,,,,,,,,,,,;,,,,,,,,,,,,,,,,,,,,,,16,,,,,,,,,,,,,,1.,,,,,,,90%;()MP3MP460%;U,,,2.,,,,2008,,,,,,3.,,,,,,,,,,,,,,,,41,,,,,,,,,,,,,,;,262227720076,,,,,,,,,,,,,,,,,,:,,,,:[1].[M].:,2004.[2].[M].:,2005.[3].[M].:,2004.CharactersofUndergraduatespConsumptionBehaviorandRelatedMarketingMeasuresZHANGZhen2ying(SouthCampusofBeijingInstituteofEconomicManagement,Beijing102602,China)Abstract:Intheprocessofconsumption,undergraduateswouldliketopursuetrendiest,fashionandpersonali2ty.Theycanptmakearationalplansofconsumptionsothattheyoftendipintotheirpursewithimpulsionandsense.Theeconomicconditionofundergraduatesfamiliescontrolstheirconsumptionlevelofurbanstudentsishigherthanthosecomingfromcountrysideliberalstudentspislittlehigherthansciencestudentspandschoolboyspishigherthanschoolgirlsp.Themoneyspentindietismuchmorethantheotherexpensesindailymaintenance.Theexpensesofelectronicproduction,communicationandnetworkaretheindispensabilityforundergraduates.Theconsumptionsofundergraduateshaveapotentiallargemarket,whichprovidesveryfavoredchancesforcor2porations.Accordingtothesecharactersofconsumptionbehaviorofundergraduates,thispaperputforwardsomewhatcorrespondingmarketingmeasuresforbusiness.Keywords:undergraduate;consumptionbehavior;marketing()36