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2013——2014学年第一学期分院：经济管理学院课程：青年人消费新动向与营销策略分析专业班级：学号：学生姓名：任课教师：2014年5月7日青年人消费新动向与营销策略分析哈尔滨远东理工学院学士学位论文II青年人消费新动向与营销策略分析摘要消费需求构成了社会再生产的终点和起点，它制约着经济的发展、投资的增长和工业生产的步伐。青年人属于社会消费过程中的一个特殊群体，是指年龄从18岁至28岁的人，这一年龄范围的青年人,与其他消费群体相比，有着不同的消费心理和消费价值观,在当今社会的的青年消费者群体,目前在我国是一个消费潜力较大的市场。青年消费市场蕴藏着巨大的潜力。关注青年的消费行为,引导他们树立正确的消费观念、提高消费质量、进行适度消费,这是广大青年的心愿,也是社会应尽的责任。青年人市场,除其人口众多、消费潜力大之外,还有一个不容忽视的特点,即对整个市场的影响和冲击作用。青年消费者在消费活动中,具有重要的位置和特殊的影响力,并在参与消费文化的过程中产生一定的社会影响。本文通过对青年人消费心理特征进行分析，进而借助消费心理的研究阐述其消费行为表现，总结出当下青年人消费的新动向,再针对青年消费者的特殊消费心理和消费行为探寻对应的营销策略,给企业和营销人员提供借鉴和参考。关键词：青年人；消费心理；消费新动向；营销策略哈尔滨远东理工学院学士学位论文IIIYoungnewconsumertrendsandmarketingstrategyAbstractConsumerdemandconstitutestheendpointandstartingpointforsocialreproduction,whichrestrictsthedevelopmentofeconomy,thepaceofgrowthininvestmentandindustrialproduction.Youngpeoplearesocialspendingduringaspecialgroup,istheagefrom18to28yearsofage,theagerangeofyoungpeople,comparedwithotherconsumergroups,therehavedifferentconsumerpsychologyandconsumervalues,intoday'ssocietyyoungconsumergroups,currentlyinChinaisalargepotentialconsumermarket.Youngconsumermarketpresentstremendouspotential.Concernedabouttheyoungconsumerbehavior,andguidethemtoestablishacorrectconceptofconsumption,improveconsumerquality,moderateconsumption,whichisthegoalofouryouth,butalsoobligationstothecommunity.Youthmarket,inadditiontoitslargepopulation,consumptionpotential,thereisacharacteristiccannotbeignored,namelytheroleofinfluenceandimpactontheentiremarket.Youngconsumersinconsumeractivity,hasanimportantpositionandthespecialinfluence,andhavesomeinfluenceintheprocessofsocialparticipationinconsumerculture.Basedontheanalysisofcharacteristicsoftheyoungconsumerpsychology,consumerpsychologyresearchfurtherelaboratedbymeansoftheirconsumptionbehavior,summedupthenewtrendsincontemporaryyouthconsumption,andthenexplorethecorrespondingmarketingstrategiesforspecificconsumerpsychologyandconsumerbehaviorofyoungconsumers,tobusinessesandmarketerstoprovidereferences.Keywords：youngpeople;ConsumerPsychology;Newconsumertrends;MarketingStrategy哈尔滨远东理工学院学士学位论文IV目录青年人消费新动向与营销策略分析...........................................................................................Ⅰ摘要............................................................................................................................................IIYoungnewconsumertrendsandmarketingstrategy..............................................................IIIAbstract........................................................................................................................................III目录...........................................................................................................................................IV青年人消费新动向与营销策略分析...........................................................................................VI引言...............................................................................................................................................VI一、绪论.....................................................................................................................................1（一）选题目的.....................................................................................................................1（二）选题意义.....................................................................................................................1二、青年人消费心理及消费行为分析.........................................................................................3（一）青年人消费心理特征.................................................................................................31、追求个性化的心理...................................................................................................32、从众心理...................................................................................................................33、迷恋高科技产品.......................................................................................................44、超前消费...................................................................................................................4（二）青年人消费行为表现.................................................................................................41、及时消费行为...........................................................................................................42、个性化消费...............................................................................................................43、追求时尚流行...........................................................................................................54、购买范围广泛,表现出很强的购买能力................................................................55、发展消费...................................................................................................................56、感性行为...................................................................................................................57、冲动型消费...............................................................................................................6三、青年人未来的消费新动向及其对企业营销策略提出的挑战..........................................