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摘要：近年来，随着互联网技术的快速发展，网络营销逐渐出现在营销的舞台上，并且迅速崛起不断冲击传统营销方式。而且人们生活水平的不断提高，以及互联网的普及与发展，也有效的推动着网络营销方式的日渐繁荣，越来越多的消费者参与到了网购的行列。根据CNNIC最新发布的统计报告分析得出，大学生群体以其具备充足的课余时间、稳定的收入来源（大学生收入来源主要是生活费、勤工俭学、实习、奖学金等其他收入）、较小的工作压力等原因在网购中起到了巨大的作用。同时，根据近年高校方面的不断扩招以及社会大环境的影响，大学生数量仍将保持上升的态势。可以预见，大学生群体在未来的网络零售市场占越来越重要的位置。在此背景下，研究大学生消费心理特征和以大学生为基本点制定的网络营销策略，对正在从事或者即将从事网络营销事业的商家们具有指导性和借鉴性意义。49169
本文将以淘宝网为例，通过研究大学生的消费心理特征以及调研分析，从产品、价格、渠道、促销四个方面出发，制定淘宝网针对大学生在C2C市场网络营销策略。希望对正在从事或者即将从事网络营销事业的商家们具有重要的指导性意义和参考价值。
毕业论文关键词： 大学生群体；消费者心理特征；网络营销；营销策略
Network marketing strategy based on the characteristics of consumption psychology of College Students
——for Taobao.com
Abstract: In recent years, with the rapid development of Internet technology, networking marketing gradually appeared on the stage of the marketing. And the growing prosperity of the network marketing because people life level unceasing enhancement and the popularization of the Internet. More and more consumers in online shopping. According to the latest statistics report of CNNIC, college students’ group plays an enormous role in online shopping because they have plenty of spare time, stable source of income and low working pressure. At the same time, according to the change of the social environment and the enrollment expansion of colleges and universities, so the number of students will still keep rising trend. Predictably, college students’ group will plays an important role in online retail market.Under this background, we will research the characteristics of consumption psychology of college students. And then we will formulate the network marketing strategy based on the above research. It is helpful to the merchants engaged in network marketing.
This article, take an example of Taobao. And through the study of the characteristics of consumption psychology of college students, we will formulate the network marketing strategy about 4P combination. And it mainly for C2C market. Of course, target population is a college student. Hope to is engaged in or will soon engage in network marketing business marketers have important guiding significance and reference value.
Key words: college students; consumption psychological characteristics; networking marketing; marketing strategy
目录
一 、绪论 1
（一) 研究背景 1
（二） 研究目的和意义 1
1、 研究目的 1
2、 研究意义 2
（三） 研究现状和趋势 2
1、 大学生网购特点及营销策略研究现状 2
2、 网络营销研究趋势 3
（四) 研究思路 3
（五） 研究方法