基于购买行为类型的大学生市场“中国制造”品牌推广策略研究

Study on brand promotion strategies of “Made-in-China” in college students market based on purchase behavior type

"中国制造"是世界上认知度最高的标签之一,其制造的商品遍布全世界,2015年我国提出"中国制造2025"发展战略。文章基于上述背景,分析了"中国制造"品牌消费现状,以及大学生市场"中国制造"的品牌购买行为类型和成因,提出了"中国制造"大学生市场品牌推广策略。该研究成果服务于高校大学生市场开发及典型企业营销实践。

“Made-in-China” is one of the highest awareness label in the world, the manufacture of goods throughout the world. In 2015, China puts forward the development strategy of “Made-in-China 2025”. Based on the above background, this paper analyzes the status of “Made-in-China” brand consumption, the types and causes of brand purchase behavior of “Made-in-China” in college students market, and puts forward the brand promotion strategies of “Made-in-China” in college students market. The results serve to college students market development and the marketing practice of typical enterprises.