PAGE\*MERGEFORMAT32PAGE\*MERGEFORMAT1提供完整版的毕业设计东北财经大学自学考试本科毕业论文大学生消费行为研究作者专业公司管理准考证号021113200055指导教师答辩日期成绩内容提要大学生是一个特殊的消费群体，通过对大学生消费进行分析，了解大学生消费心理特点及各种影响因素，为企业制定一系列有效的营销策略提供理论依据，增强其营销策略的有效性，并提高企业的市场占有率和品牌竞争力。本文在对大学生的群体特征、消费结构及消费行为特征进行分析的基础上，通过对近年发表在各学术期刊上的相关学术论文进行梳理和分析，阅读相关文献，利用因素分析法，文献综述法，详细分析目前大学生消费情况，深入论述了大学生消费观存在的问题，并阐述造成此种消费观的原因，并提出了解决方案。关键词大学生消费观消费行为消费结构消费心理AbstractCollegestudentsisaspecialconsumergroup,throughtheanalysisofcollegestudents'consumption,understandthecharacteristicsofthecollegestudents'consumptionpsychologyandvariousinfluencefactors,fortheenterpriseprovidesthetheorybasisfordevelopingaseriesofeffectivemarketingstrategy,enhancetheeffectivenessofitsmarketingstrategy,andtoincreasethemarketshareandbrandcompetitivenessoftheenterprise.Thiseffectisdirectlyreflectedorembodiedinthestudents'consumptionbehaviorandpsychologicaldifferences.Inthispaper,onthecontemporarycollegestudents'groupcharacteristics,consumptionstructureandconsumptionbehavioronthebasisoftheanalysis,throughtotherecentpublishedinvariousacademicjournalsrelevantacademicpapersbycombingandanalyzingrelatedliterature,reading,usingfactoranalysismethod,themethodofliteraturereview,adetailedanalysisofthecurrentsituationofCollegeStudents'consumption,theconsumptionofcollegestudentsviewexistingproblems,andexpoundstheconceptofconsumption,andputsforwardthesolution.Keywords:universitystudents;conceptofconsumption;consumptionbehavior;consumptionstructure;consumerpsychologyPAGE\*MERGEFORMAT16PAGE\*MERGEFORMAT4目录一、概述---------------------------------------------------------6(一)消费者行为学概述--------------------------------------------61.消费者行为学定义----------------------------------------------62.大学生消费行为的含义-----------------------------------------63.研究消费者行为的意义------------------------------------------7HYPERLINK\l_Toc10787二、大学生的消费现状分析---------------------------------------7（一）HYPERLINK\l_Toc21650消费现状-------------------------------------------