摘 要
本文运用文献法、问卷调查法对大学生毕业旅行之中的消费问题、消费特征、消费偏好进行了研究。在学校生活中，部分大学生热衷于消费风格独具的消费品，热衷于流行时尚、海外潮流的新鲜商品，客观上将在该年龄阶段具备这种心理也不足为奇，然而对待新奇商品的过度热爱必然会影响身心的健康发展。在目前的社会背景中，人们对物质的重视愈加泛滥，同时情感的地位也越来越低，从而致使部分大学生在进行恋爱交友时，通常将物质投入放在首位，进而导致大学生难以调整好自己的消费能力和消费欲望，导致“旅行支出过度”的消费问题出现。不仅社会大环境对当代大学生的消费有较大影响，而且家庭及学校的教育和 导向往往也发挥着不可忽视的作用。通常情况下孩子都被家长视为心肝宝贝，因为家长在物质中都竭力满足孩子需求，除了给孩子必要的生活费用外还给孩子大量的零花钱，生怕孩子在学校中会遭受委屈。 我国现代的大学生群体消费特征较为明显，这也给旅行社的工作带来了挑战，旅行社如何设计好自身的旅行产品、对产品的组合进行优化设计，这在很大程度上关系到其与大学生购买之间的联系，因此，本文以华工广州学院大学生为调查的主要对象，对其在毕业旅行中的消费水平、消费偏好等进行了重点研究，旨在为毕业旅行社提供一些发展的参考。
关键词：毕业旅行、消费偏好、消费水平
Abstract
This paper uses the literature method and questionnaire survey to study the consumption problems, consumption characteristics and consumption preferences of college students’ graduation trip. In school life, some college students are keen on consumer style unique consumer goods, keen on fashion, overseas trend of fresh goods, the objective will be in this age stage with this psychological is not surprising, but treat the novelty of excessive love Will inevitably affect the healthy development of physical and mental. In the current social background, people’s attention to the material is becoming more and more popular, and the status of emotion is getting lower and lower, so that some college students in the love of friends, usually put the material into the first place, which led to difficult to adjust their own students Of the spending power and consumer desire, leading to “travel spending excessive” consumption problems arise. Not only the social environment of contemporary college students have a greater impact on consumption, and family and school education and orientation often play a role can not be ignored. Often the child is considered a darling of the parents, because the parents are in the material to meet the needs of children, in addition to the child’s necessary living expenses, but also to the children a lot of pocket money, for fear that children will suffer in school. China’s modern college students group consumption characteristics are more obvious, which also poses a challenge to the work of travel agencies, travel agencies how to design their own travel products, the combination of the product to optimize the design, which is largely related to the purchase of college students Therefore, this paper focuses on the consumption level and consumption preference of the college students in Guangzhou University, and aims to provide some development reference for the graduation travel agency.
Key words: graduation trip, consumer preference, consumption level
目 录
第一章 绪 论……………………………………………….. 4
1.1研究背景及意义………………………………………………. 4
1.2国内外相关文献综述…………………………………………… 4
1.2.1国外文献综述……………………………………………. 4
1.2.2国内文献综述……………………………………………. 4
1.3研究内容及方法………………………………………………. 5
1.3.1研究内容……………………………………………….. 5
1.3.2研究方法……………………………………………….. 6
第二章 消费者行为学理论………………………………………. 6
2.1消费者行为学的定义…………………………………………… 6
2.2消费者行为学理论研究…………………………………………. 6
2.2.1消费者行为相关理论………………………………………. 6
2.2.2消费者行为理论研究现状…………………………………… 6
2.2.3大学生毕业旅行消费行为研究现状……………………………. 8
2.3本章小结……………………………………………………. 8
第三章 大学生毕业旅行消费行为特征………………………………. 8
第四章 华工广州学院大学生毕业旅行消费行为研究……………………. 9
4.1调查数据分析………………………………………………… 9
4.2消费行为的偏好分析………………………………………….. 10
4.3消费心理分析……………………………………………….. 11
4.4本章小结…………………………………………………… 12
第五章大学生毕业旅行社营销推广存在的问题分析……………………. 13
5.1旅行产品的价格不契合大学生的消费水平………………………….. 13
5.2产品定位偏离学生需求………………………………………… 13
5.3产品设计未结合大学生特点…………………………………….. 14
5.4产品分销渠道过窄，导致信息传播问题……………………………. 14
第六章大学生毕业旅行市场的营销建议…………………………….. 14
6.1产品标价需符合大学生的消费水准……………………………….. 14
6.2充分进行市场调查，对产品重新定位……………………………… 15
6.3契合大学生毕业旅行的消费水准…………………………………. 15
6.4结合大学生消费特点进行产品组合的设计………………………….. 15
6.5扩宽自身的分销渠道，加大互联网的推广力度………………………. 15
6.6本章小结…………………………………………………… 16
结论……………………………………………………… 17
参考文献………………………………………………….. 18
