大学生笔记本电脑消费行为分析

摘  要
当前我国的大学生总量已经占全国总人口的7%左右，并且大学生笔记本电脑的拥有率曾显著增长的趋势，已经占到总数的39.8%，而实际计划购买率已达到了80%，在校拥有电脑的学生更是占到了50%以上，在某些学校甚至达到了60%以上。以高校大学生为消费主体的消费品市场逐渐引起了各大企业的广泛关注，电脑消费市场也备受青睐，笔记本市场上更是出现了更多针对大学生而开发的产品。因此了解大学生的消费行为、认识他们的需求，并且针对他们的消费行为特征进行有效地营销是笔记本电脑企业的当务之急.
本文通过对以河南财经政法大学大学生进行问卷调查，并根据调查数据，分别从对大学生购买笔记本电脑意向的测量；大学生对笔记本电脑认知度的测量；对大学生购买方式的测量；对大学生购买力的测量；对大学生购买笔记本满意度的测量等几个方面进行分析，对其进行准确的市场定位提供依据，并在此基础上提出营销推广策略。

关键词：大学生；笔记本电脑；消费行为；营销对策
Abstract
At present, China 's College Students' output already occupied countrywide total population about 7%, and the college student notebook computer have rate had significant growth trend, approximately accounting for 39.8% of the total, while the actual plan to purchase rate reached 80%, with computer students are accounted for more than 50%, in some schools even reached more than 60%. At college students consumption of the main consumer goods market gradually caused the wide attention of the enterprise, computer and consumer market is favored, notebook appeared on the market for college students and the development of more products. To understand the behavior of consumption of college students, understanding their needs, and in view of their consumption behavior characteristics of effective marketing is a pressing matter of the moment of notebook computer business, based on Hennan University of Economics and Law conducted a questionnaire survey of university students, and based on the investigation data, respectively, to University students' purchase intention from the notebook computer measurement; college students on a notebook computer awareness of measurement; students buy mode on College Students' purchasing power measurement; measurement; to university students' purchase notebook satisfaction measure several aspects of analysis. It is accurate market positioning to provide the basis, and on this basis the marketing promotion strategy.

Key Words: Students; computer consumer market; consumer behavior; marketing strategies

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