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
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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 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
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哈尔滨远东理工学院学士学位论文 Young new consumer trends and marketing strategy
Abstract
Consumer demand constitutes the end point and starting point for social reproduction, which restricts the development of economy, the pace of growth in investment and industrial production . Young people are social spending during a special group , is the age from 18 to 28 years of age, the age range of young people, compared with other consumer groups, there have different consumer psychology and consumer values, in today's society young consumer groups , currently in China is a large potential consumer market.Young consumer market presents tremendous potential. Concerned about the young consumer behavior,and guide them to establish a correct concept of consumption, improve consumer quality, moderate consumption, which is the goal of our youth , but also obligations to the community. Youth market, in addition to its large population, consumption potential, there is a characteristic can not be ignored, namely the role of influence and impact on the entire market. Young consumers in consumer activity, has an important position and the special influence, and have some influence in the process of social participation in consumer culture. Based on the analysis of characteristics of the young consumer psychology,consumer psychology research further elaborated by means of their consumption behavior, summed up the new trends in contemporary youth consumption, and then explore the corresponding marketing strategies for specific consumer psychology and consumer behavior of young consumers, to businesses and marketers to provide references.
Keywords：young people; Consumer Psychology; New consumer trends; Marketing Strategy
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哈尔滨远东理工学院学士学位论文 目 录
青年人消费新动向与营销策略分析 ........................................................................................... Ⅰ 摘 要 ............................................................................................................................................ II Young new consumer trends and marketing strategy .............................................................. III Abstract ........................................................................................................................................ 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 ................................................................................................. 3
1、追求个性化的心理 ................................................................................................... 3 2、从众心理 ................................................................................................................... 3 3、迷恋高科技产品 ....................................................................................................... 4 4、超前消费 ................................................................................................................... 4 （二）青年人消费行为表现 ................................................................................................. 4
1、及时消费行为 ........................................................................................................... 4 2、个性化消费 ............................................................................................................... 4 3、追求时尚流行 ........................................................................................................... 5 4、购买范围广泛, 表现出很强的购买能力 ................................................................ 5 5、发展消费 ................................................................................................................... 5 6、感性行为 ................................................................................................................... 5 7、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 ............................................. 7
（一）青年人未来的消费新动向分析 ................................................................................. 7
1、青年人开始追求符号消费 ....................................................................................... 7 2、消费能力更强 ........................................................................................................... 7 3、青年人的消费意愿变得越来越强烈 ....................................................................... 8 （二）青年人未来的消费新动向对企业营销策略提出的挑战 ......................................... 8
1、营销策略要更能突出“享受高档次生活”的主题 ............................................... 8 2、要重视互动式体验营销和网络营销 ....................................................................... 8 3、营销策略要更加丰富和多元化 ............................................................................... 8 4、制定感性的营销策略 ............................................................................................... 9
四、倡导青年人理性化消费，企业应采取多种营销策略 ....................................................... 10
（一）倡导青年人理性化消费 ........................................................................................... 10
1、克服攀比心理 ......................................................................................................... 10 2、要加强大学生们道德修养，健全人格 ................................................................. 10 3、在消费时，要注重产品的实用性与科学性 ......................................................... 10 4、明确消费目标，避免冲动消费 ............................................................................. 11 5、对情感消费持冷静、慎重的态度 ......................................................................... 11 （二）企业要实行多种营销策略促进青年人消费 ........................................................... 11
1、促销营销策略 ......................................................................................................... 11
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哈尔滨远东理工学院学士学位论文 2、广告营销策略 ......................................................................................................... 12 3、个性化、差异化的营销策略 ................................................................................. 12 4、 娱乐化营销策略 ................................................................................................... 13 5、 品牌营销策略 ....................................................................................................... 13 6、营销渠道策略 ......................................................................................................... 13 7、情感服务营销策略 ................................................................................................. 14 8、制定网络营销策略 ................................................................................................. 14 9、开发感性产品营销策略 ......................................................................................... 14
结论 ............................................................................................................................................... 16 致 谢 ........................................................................................................................................... 17
参考文献 ............................................................................................................................... 18
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