大学生消费心理研究

分类号单位代码11395密级学号0615210101学生毕业设计（论文）题目大学生消费心理研究作者院(系)管理学院专业市场营销指导教师答辩日期2010年5月8日榆林学院毕业设计（论文）诚信责任书本人郑重声明：所呈交的毕业设计（论文），是本人在导师的指导下独立进行研究所取得的成果。毕业设计（论文）中凡引用他人已经发表或未发表的成果、数据、观点等，均已明确注明出处。尽我所知，除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经公开发表或撰写过的研究成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人毕业设计（论文）与资料若有不实，愿意承担一切相关的法律责任。论文作者签名:年月日榆林学院毕业设计（论文）I摘要进入21世纪以来，我国高校人数不断增加，目前高等教育在校生已经达到2979万人，高校2263所。如果按每人每年消费一万元计算，大学生每年的消费总额就会达到近3000亿元人民币，而且这个数字也会随着高校扩招而逐年增加，大学生无疑成为了一个不容忽视的消费大军。本文通过运用消费心理学、消费行为学、消费价值观等相关知识，对当代大学生的消费水平、消费结构、消费方式及消费特点进行系统分析，从而了解当代大学生的消费现状，分析他们的消费心理，进而找出大学生在消费过程中存在的问题及误区，提出相应的对策与措施，帮助大学生走出消费误区，树立正确的消费观，养成健康的消费习惯，同时也希望可以为高校的思想教育工作提供参考蓝本。关键词：消费心理，消费行为，大学生大学生消费心理研究IIABSTRACTIntothe21stcentury,theincreasingnumberofChineseuniversities,thecurrenthighereducationstudentsinschoolhasreached2979million,university2263.Iftheannualconsumptionof10,000yuanperpersonbasis,thetotalamountspenteachyearstudentswillreachnearly300billionyuan,andthisfigurewillincreaseyearbyyearasthecollegeenrollment,collegestudentscannotbeignorednodoubtbecomeaconsumerforce.Throughtheuseofconsumerpsychology,consumerbehavior,consumervaluessuchasknowledge,toCollegeStudentsconsumption,consumptionstructureandconsumptionpatternsandconsumercharacteristicsofsystemsanalysistounderstandtheconsumptionstatusofcollegestudentstoanalyzetheirconsumerpsychology,Studentsintheconsumptionprocessandthenidentifytheproblemsanderrors,thecorrespondingstrategiesandmeasurestohelpthestudentsoutoftheconsumermisunderstanding,fosteracorrectviewofconsumption,develophealthyhabits,butalsohopefortheideologicaleducationofcollegereferencesampleofthework.Keywords:consumerpsychology,consumerbehavior,collegestudents榆林学院本科毕业设计(论文)III目录摘要..................................................................................................................................................IABSTRACT.........................................................................................................................................II一绪论..............................................................................................................................................1（一）研究的背景............................................................................................................................1（二）研究内容................................................................................................................................1（三）研究目的及意义.....................................................................................................................11．研究的目的....................................................................................................................................12．研究的意义....................................................................................................................................2（四）研究的方法和思路.................................................................................................................21．研究方法........................................................................................................................................22．研究思路........................................................................................................................................3二基本概念及基础理论...................................................................................................................4（一）消费心理学............................................................................................................................41．消费心理学定义............................................................................................................................42．消费心理的定义............................................................................................................................43．消费心理学的研究内容.................................................................................................................4（二）消费行为学............................................................................................................................41．消费行为学的定义.........................................................................................................................52．消费行为的定义............................................................................................................................53．消费行为学的研究内容.................................................................................................................5（三）消费观念................................................................................................................................5三当代大学生消费现状、消费心理分析.......................................................................................7（一）大学生消费现状分析.............................................................................................................71．大学生消费水平............................................................................................................................72．大学生消费结构............................................................................................................................