摘要
为进一步提高大学生的健康素质,促进以大学生为目标消费群体的企业产品研发、生产及品牌建设、营销促进,通过调查大学生群体对健康的含义、健康产品的认知及消费行为,了解该群体对健康理念的认识程度,并发现健康理念对大学生消费行为的影响。研究表明应该加强对大学生消费群体的健康消费教育,同时企业的产品研发、生产应与健康密切结合,使健康理念在大学生消费群体中和以大学生为目标市场的企业生产经营中得以深入贯彻。
In order to further improve the health quality of college students,and promote the product research,development,production,marketing promotion and brand construction of the enterprise which target the college students as the consumption group.Through researching college students group’s perception of the meaning of health,health products and consumer behavior,to understand the group’s awareness of health concepts,and to find that the impact of the health concept on college students’consumption behavior.The research indicates that the health consumption education should be strengthened for college students,and the product research and development,and production of enterprises should be closely combined with health,so that the health concept can be thoroughly implemented in college students’consumer groups and in the production and operation of enterprises taking college students as the target market.
作者
张文慧
张颖南
Zhang Wenhui;Zhang Yingnan(Management School,Harbin University of Commerce,Harbin Heilongjiang 150028)
出处
《对外经贸》
2019年第6期105-107,共3页
FOREIGN ECONOMIC RELATIONS & TRADE
基金
2018年黑龙江省大学生创新创业训练计划项目“基于健康理念的大学生消费群体的产品认知及消费行为研究”(项目编号:201810240082)
2018年哈尔滨商业大学科研项目“基于健康理念的青年消费群体的食品消费行为研究”(项目编号:218XN004)
2018年黑龙江省哲学社会科学研究规划项目“基于大数据的黑龙江省绿色食品企业商业模式创新研究”(项目编号:18GLB028)
2017年黑龙江省哲学社会科学研究规划项目“基于顾客感知价值的绿色食品‘线上线下’渠道融合发展研究”(项目编号:17GLF294)
关键词
大学生
健康理念
消费行为
产品认知
College Students
Health Concept
Consumer Behavior
Product Cognition
