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| 基于互联网时代青年群体消费行为变化分析 摘 要 消费者行为研究，是市场调研中最普通、最经常实施的一项研究。如今，随着人们生活生活水平的提高以及互联网技术的蓬勃发展，网络购物也逐渐得到普及。尤其对于青年群体，利用网络进行消费已经成为逐渐成为主流消费模式，使得青年群体的消费方式、消费观念都发生很大的变化。本课题采用问卷调查法、内容分析法开展，通过相关已有理论和研究文献、网络信息、行业数据等二手资料的收集，主要对对青年网络消费行为进行研究，包括青年消费消费特点、消费行为的变化、现状、动机、网络消费存在的问题等方面的研究，进而得出新结论。本论文通过对青年网络消费行为的分析，引导大学生树立正确的人生观、价值观、消费观，积极倡导合理、科学的消费观念和消费行为，提倡勤俭节约的传统美德。并提出有效的市场营销策略，互联网企业营销模式的创新、变革提供可以借鉴的思路，也为互联网企业开阔市场的实践提供有益的指导。 关键词：互联网，青年，消费者行为，消费观，营销策略 Abstract Consumer behavior research is the most common andfrequently implemented research in market research. Nowadays, with the improvement of people's living standards and the vigorous development of Internet technology, online shopping has gradually gained popularity. Especially for the youth groups,using the Internet to consume has gradually become the mainstream consumption mode, which makes great changes in the consumption patterns and consumption concepts of the youth groups. This topic is carried out by questionnaire survey and content analysis.Through the collection of related existing theories, research literature,network information and other secondary data,it mainly studies the youth's online consumption behavior, including the characteristics of youth consumption, changes in consumption behavior, current situation, motivation, and existing problems in online consumption, and then draws new conclusions. Through the analysis of youth's online consumption behavior,this paper guides college students to establish a correct outlook on life, values and consumption,actively advocates reasonable and scientific consumption concepts and behaviors, and advocates the traditional virtue of diligence and thrift. It also puts forward effective marketing strategies,which can provide reference ideas for the innovationand transformation of the marketing model of Internet enterprises, and also provide useful guidance for the practice of opening up the market of Internet enterprises. Key words: Internet, youth , consumer behavior , consumption view , marketing strategy. |
