摘要
中国大学生消费群体作为经济社会的活跃消费力量,未来消费潜能巨大。本次调查以全国一万多名大学生为调查对象,开展了以消费行为和品牌认知为主题的研究。该调查报告通过数据呈现了目前我国大学生消费群体的经济来源、消费支出、消费结构等基本消费概况,从产品/服务的品牌认知现状、品牌认知的信息渠道、品牌吸引力三个方面对大学生品牌认知情况进行调查,并对大学生媒介接触、消费行为对其品牌认知的影响进行深入分析。根据中国大学生最喜爱的品牌排行榜,总结出大学生喜爱的品牌的普遍特征,并基于调查分析提出针对大学生群体的品牌塑造策略。
As an active consumer force of economic society,Chinese college students have enormous potential purchasing power.The survey investigated more than ten thousand college students nationwide and carried out a research on the subject of Chinese college students＇ consumer behavior and brand perception.Based on the survey results,the report presented the basic consumption of Chinese college students from their economic sources,consumption expenditures and consumption structure,investigated the brand perception of Chinese college students from brand cognitive status quo of products/services,the access to brand information and brand attractiveness,and made an in-depth analysis of the effect college students＇ media contact and consumer behavior made on brand perception.According to Chinese college students＇ favorite brand rankings,the report summarized the common characteristics of college students＇ favourite brand,and put forward some branding strategies in view of college students group based on the investigation and analysis.
出处
《新媒体与社会》
2014年第2期57-107,共51页
New Media and Society
基金
上海交通大学远东书院、公共关系研究中心、社会调查中心课题阶段性成果,课题负责人:谢耘耕
数据统计:张旭阳、李静、乔睿
课题参与者:于倩倩、秦静、陈玮、乔睿、张旭阳、尹丹阳、傅文杰、沈迁、刘伟、杨倩、王倩、秦煜人、潘玉、安培君、段雨欣、刘璐、李玲、程雨姣、吕倩、王静溪、张楠、白雪、倪惠杰、王昉、邹密、涂怀姗
关键词
中国大学生
消费行为
品牌认知
问卷调查
Chinese college student
Consumer behavior
Brand perception
Questionnaire
