大学生手机消费行为调查及营销对策研究

The investigation on students' mobile consumer behaviors and the marketing strategies

通过对福建省内高校在校大学生的手机消费行为的抽样调查,分析大学生消费心理及消费行为表现。据此,制定大学生的手机营销策略应该注意迎合大学生追求新奇和重视购买体验的需求,提供整合的立体化的品牌或产品信息,完善各种产品购后服务平台,进一步强化与大学生的亲和力,提高营销效果。

Through a phone sample survey, which is about the college students＇ mobile consumer behaviors in FuJian Province, we consider that the college students＇ psychology and behaviors have the following characters： pursuing originality, fashion and popularity; emphasizing cost performance when shopping; being less loyal in brand name; being more obvious about impulsive consumption; attaching importance to the psychology experience of pursuing process. When working out the marketing strategies, we should meet the need of students who pursue new things and psychological experience, provide three-dimensional brand integration or product information, improve the service platform of products aftr purchase, enhance the affinity with the students further, and increase the marketing effectiveness.