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I大学生消费的品牌化与商家的广告表现研究摘要在市场竞争日益激烈之下的品牌时代，行业和产品在不断细分的同时，商家也在对目标消费群体不断进行细分，曾经被忽视的大学生消费群体日渐成为商家抢夺的一块诱人蛋糕。我国在校大学生数量位居世界第一，他们是将来社会的中流砒柱。无论是从其现实购买力还是从潜在消费价值来分析，都是任何商家所不容忽视的。中国由于人口众多，己成为全球最大的消费市场之一，但是从广告角度来对大学生消费群体所作的研究却很少，尤其是在品牌时代之下，对探究定位以大学生为目标消费群体而进行品牌细分、推广的策略研究目前尚属空白。正因如此，本研究试图分析以大学生为主要诉求对象的广告表现研究，为商家提供适时的广告营销策略；为以高校大学生为目标群体的传媒提供对策与建议。本文是通过研究定位在大学生消费群体的现有品牌，从大学生消费能力、消费特性和优秀的品牌广告表现之间的关系，采纳权威专家的观点，结合我个人的深入调查分析与体会，再通过成功品牌广告案例来探究其如何捕获受众群对品牌的忠诚度。关键词：品牌时代；大学生；消费群体；广告研究。IITHERESEARCHOFTHEBRANDOFTHECOLLEGESTUDENTS＇CONSUMERANDTHEPERFORMANCEOFTHEBUSINESSADVERTISINGABSTRACTundertheageofbrandinginanincreasinglycompetitivemarket,businessescontinuedtotargetsegmentedconsumergroups,overlookedstudentsconsumergroupsisbecominganattractivecaketoget.Numberofcollegestudentshighestintheworld,theyarethefuturestreamofsocietysoftcolumn.Whetheritspurchasingpowerorrealvaluefromtheanalysisofthepotentialconsumer,isanybusinessthatcannotbeignored.China'slargepopulation,hasbecomeoneoftheworld'slargestconsumermarket,butfromtheperspectiveofadvertisingbyconsumergroupsofstudentsrarely,especiallyundertheageofbranding,positioningoftheexplorationtargetconsumergroups,universitystudentscarriedoutbrandsegmentation,marketingstrategyresearchiscurrentlystillblank.Forthisreason,thisstudyattemptstoanalyzethedemandsofuniversitystudentsasthemainobjectofadvertisingperformanceforbusinessestoprovidetimelyadvertisingandmarketingstrategy;astocollegestudentsinthemediaforthetargetgroupstoprovidecountermeasuresandsuggestions.Thisarticleislocatedinthestudentsthroughthestudyofexistingbrandsofconsumergroups,fromstudentsspendingpower,consumercharacteristicsandexcellentperformanceoftherelationshipbetweenbrandadvertising,pointofviewadoptedbyauthoritativeexperts,combinedwiththoroughinvestigationofmypersonalanalysisandexperience,andthroughthecasesofsuccessfulbrandadvertisingtoexplorehowtocapturetheaudienceoftheirbrandloyalty.KEYWORDS:BrandAge；CollegeStudent；ConsumerGroups；AdvertisingResearch.目录中文摘要及关键词···············································································Ⅰ英文摘要及关键词················································································Ⅱ第1章品牌时代下的大学生群体消费分析···················································11.1品牌内涵概述········································································11.1.1品牌对消费者的作用······················································11.1.2品牌推广必要性····························································21.2大学生群体消费分析·······························································21.2.1大学生的现实消费能力···················································31.2.2大学生的潜在消费能力···················································4第2章品牌时代下广告与大学生群体消费的关系·········································62.1大学生消费倾向特性引领广告创新············································62.1.1消费时尚性需要广告与时俱进·········································62.1.2消费攀比性力求广告体现价值·········································62.1.3消费集中性要求广告定位精准·········································72.2品牌广告对大学生消费的影响···················································82.2.1引领大学生消费品牌个性化·············································82.2.2影响大学生消费的导购功能·············································9第3章以大学生为主要消费群体的广告表现案例分析·································103.1从视觉设计角度定位大学生喜爱的品牌····································103.1.1品牌标识传达时尚感····················································103.1.2张扬的图形设计··························································123.2广告画面表现创意感·····························································133.2.1创新性的图像构成·······················································133.2.2新颖性的色彩搭配·······················································13结束语································································································15参考文献····························································································161第1章品牌时代下的大学生群体消费分析消费是经济生活、文化生活和社会生活的连接点，是经济领域与日常生活领域进行交换与沟通的渠道，也是生活方式研究的重要部分。大学生消费行为是指在一定消费观念影响下，为满足自身物质生活和精神生活需要而采取的消费行为。作为社会的特殊群体，当代大学生的消费不仅是国民经济的重要组成部分，而且有其独立的消费意识和消费特点，进而作用和影响一代青年的消费趋向。而大学生对品牌的忠诚度也促使了他们的消费行为。1.1品牌内涵概述有关品牌的定义和概念说法众多，此处列举一些具有权威性的进行分析。广告大师奥格威对品牌定义如下：“品牌是一种错综复杂的象征，它是品牌的属性、名称、包装、价格、历史、声誉、广告风格的无形组合。品牌同时也因消费者对其使用的印象及自身的经验而有所界定。”美国市场营销协会对品牌的定义如下：“品牌是一种名称、术语、标记、符号或设计，或是它们的组合运用，其目的是借以辨认某个销售者或某群销售者的产品或服务，并使之同竞争对手的产品和服务区别开来。”综上所述，我将其归纳为：从表层来看，品牌仅指企业及其产品的牌号，包括商标、厂商名称和服务标志等。从深层分析，品牌是能给拥有者带来溢价、产生增值的一种无形资产，包含消费者感受和印象，即产品的个性、特征以及功能等综合因素构成消费者产生的认同感。1.1.1品牌对消费者的作用在了解品牌的内涵之后,我们应该可以清楚的感受到品牌应以消费者为中心。奥格威将品牌诊释显得更加生动形象。“品牌”是“象征”，的确，品牌是作为产品出售给消费者的企业“象征”，“品牌属于消费者，而非企业”，消费者拥有选择品牌的权利，消费者拥有品牌的体验，消费者持有对品牌的忠诚，因此,品牌对消费者的作用可以概括为以下几点:（1）有助于消费者识别产品的来源或产品的制造厂家,更有效地选择或购买商品。（2）借助品牌，消费者可以得到相应的服务便利，如更换零部件、维修服务等。（3）品牌有利于消费者权益的保护，如选购时避免上当受骗，出现问题时便于索赔2和更换等。最佳品牌就是质量的保证，品牌实际上代表着卖者交付给买者的产品特征、利益和服务的一贯性承诺。（4）有助于消费者避免购买风险，降低购买成本，从而更有利于消费者选购商品。（5）好的品牌对消费者具有很强的吸引力，有利于消费者形成品牌偏好，满足消费者的精神需求。1.1.2品牌推广的必要性所谓品牌推广，是指企业塑造自身及产品品牌形象，使广大消费者广泛认同的系列活动和过程。品牌推广有两个重要任务，一是树立良好的企业和产品形象，提高品牌知名度、美誉度和特色度；二是最终要将有相应品牌名称的产品销售出去。品牌与广告表现的辩证关系。从以上定义不难得出，品牌推广是品牌树立、维护过程中的重要环节，其中包括传播计划以及执行、品牌跟踪与评估等。如何将一个品牌推介给目标消费群，广告传播不失为最好方法之一。品牌传