大学生餐饮消费市场营销分析

Marketing Analysis of University Students' Catering Consumption

企业开展营销活动,首先要了解和研究顾客的需求和购买行为的特点规律,以大学生为目标市场的餐饮业也不例外。本文以某大学开展的市场调研为依据,考察大学生消费者市场的特点及影响大学生购买行为的因素,深入了解和分析大学生这一消费群体的购买特点和决策过程,以及消费喜好和消费观念等,并对本次调研结果及管理启示进行总结分析,为相关餐饮行业从业者提供营销建议,进一步提高食堂的经营管理水平,并最大限度地满足大学生的餐饮需求。

When the enterprise launches out a marketing activity, the first step is to know and research the requirement of customers and the characters and rules of customer＇s purchasing behavior. Of course, there is no exception for the catering industry which regard college students as target market. In the light of the market survey makes in the Shanxidatong University, we firstly observe and study characters of college studding consumption market, and the elements which influence the purchasing behavior of university students. Then, we further analyses and study the purchasing behavior, decision-making progress and consumptive fancy and concept. Ultimately, we make a conclusion and analyzing about the research outcome and manage inspiration to offer practical marketing advice for the relative catering industry so that they can further improve the manage standard of dining room and meet the catering requirement of college students to the utmost.