【正文】 消費 ，大學生群體，消費者行為 ABSTRACT Along with the continuous development of social economy, people life level unceasing enhancement, the pursuit of fashion, the pursuit of individual character consumption has is the trend of The Times, the young man, of course, always is the main force of fashion, individual character consumption, college students is a representative group, investigation and study their consumption behavior, consumption idea for us to grasp the young group and grasp of their consumer psychology has certain directive significance. This paper focus on and analyze the college students of the dangers of conspicuous consumption and conspicuous consumption marketing strategies for college students, through the analysis of the two aspects of conspicuous consumption among college students, makes the society and college students fully understand the phenomenon, adopt necessary to evade method, correctly deal with conspicuous consumption trend. Learn at the same time, for the enterprise, make enterprises in traditional marketing mix mode, on the basis of outstanding product research and development, design, unique product strategy, at the same time in accord with the characteristics of college students39。同時，對于企業(yè)而言，使 得企業(yè)學會在采用傳統(tǒng)營銷組合模式的基礎上，突出采用產品研發(fā)、設計獨特的產品策略，同時制定符合大學生消費者特點的定價策略，再結合以便利為重點的渠道策略和能最大程度得到消費者認可的的促銷策略，最后提出要結合各自校園自身特色而采取必要的創(chuàng)新營銷手段。本人授權 大學可以將本學位論文的全部或部分內容編入有關數(shù)據(jù)庫進行檢索，可以采用影印、縮印或掃描等復制手段保存和匯編本學位論文。除了文中特別加以標注引用的內容外，本論文不包含任何其他個人或集體已經(jīng)發(fā)表或撰寫的成果作品。盡我所知，除文中特別加以標注和致謝的地方外，不包含其他人或組織已經(jīng)發(fā)表或公布過的研究成果，也不包含我為獲得 及其它教育機構的 學位或學歷而使用過的材料。對本研究提供過幫助和做出過貢獻的個人或集體，均已在文中作了明確的說明并表示了謝意。對本文的研究做出重要貢獻的個人和集體，均已在文中以明確方式標明。 涉密論文按學校規(guī)定處理。 文章為了讓讀者更好的理解在校大學生炫耀性消費及整個營銷策略，通過數(shù)據(jù)調查來說明青海大學在校大學生炫耀性消費現(xiàn)狀，在全面闡釋炫耀性消費概念、表現(xiàn)與特征等的基礎上，又對企業(yè)的各個營銷策略進行了分析。 consumer pricing strategy, bining with emphasis on the convenience, channel strategy and to the greatest degree recognised by consumers of the promotion strategy, finally put forward to bine their campus marketing characteristics, and take the necessary innovation. Articles in order to give readers a better understanding of conspicuous consumption among college students and the whole marketing strategy, through the data investigation shows that undergraduates in qinghai university conspicuous consumption present situation, the prehensive interpretation of the concept of conspicuous consumption, performance and characteristics, etc., on the basis of and each marketing strategy of the enterprise are analyzed. The innovation of the article, and fully analyzes the conspicuous consumption of college students psychology, thus to put forward the necessary for the enterprise marketing planning. Article in the form of a questionnaire survey to collect data, qinghai university students as samples, using scientific analysis method, through data analysis and research, students of qinghai university of conspicuous consumption psychology and behavior is analyzed and evaluated. Key words： Conspicuous consumption, Students groups, consumer behavior 目錄 1 引言 ............................................................................ 1 調查背景與意義 .............................................................. 1 調查背景 ............................................................... 1 研究意義 ............................................................... 1 研究思路與框架 .............................................................. 2 研究思路 ............................................................... 2 研究框架 ............................................................... 2 調查研究方法 ................................................................ 2 研究方法 ............................................................... 2 創(chuàng)新點 ................................................................. 3 2 炫耀性消費研究概況 .............................................................. 5 炫耀性消費 .................................................................. 5 炫耀性消費定義 ......................................................... 5 炫耀性消費的影響因素 .................................................... 5 大學生炫耀性消費動機 .................................................... 7 國外研究概況 ................................................................ 7 國內研究概況 ................................................................ 8 3 青海大學炫耀性消費問卷設計概述 ................................................... 9 調查問卷總體設計與說明 ....................................................... 9 問卷總體框架設計 ........................................................ 9 問卷調查說明 ........................................................... 9 正式問卷的發(fā)放和收集 ........................................................ 10 問卷調查總體情況 ............................................................ 10 4 青海大學炫耀性消費行為現(xiàn)狀 ...................................................... 13 青海大學在校大學生炫耀性消費認定 ............................................ 13 炫耀性消費行為 認定 ..................................................... 13 炫耀性消費時機認定 ..................................................... 13 青海大學在校大學生主要經(jīng)濟組成部分 .......................................... 14 青海大學學生生活費來源 ................................................. 14 青海大學學生炫耀性消費主要經(jīng)濟來源 ..................................... 15 青海大學在校大學生炫耀性消費總體描繪 ........................................ 15 群體規(guī)模描述 .......................................................... 15 炫耀性消費表現(xiàn) ........................................................ 16 多因素列表分析大學生炫耀性消費各因素影響程度 ................................ 16 雙向交叉列表分析 ....................................................... 16 三相交叉列表分析 ....................................................... 18 5 大學生炫耀性消費與企業(yè)的營銷策略 ................................................ 23 產品策略 .................................................................... 23 新穎產品的開發(fā) .....