大学生网络购物问卷调查与策略研究

摘　要

近些年，我国电子商务市场发展迅速。网络消费在当今已经成为一种消费的浪潮，而大学生在我国网上购物人群中占了非常大的比重。大学生未来将成为网络消费的主体，也是电子商务发展的主要推动力量。对吸引大学生网上购物的营销策略进行研究，有助于企业发展大学生市场，取得未来的竞争优势。
本文对河南财经政法大学在校大学生进行了认真详细的实地营销调研，通过整合数据，对大学生网络购物的群体特征、网上购物的原因、行为特征等方面进行了客观和科学分析，以明确大学生网络消费的心理特点和实际需求。其次，从宏观的角度分析了大学生网购存在的问题以及解决方案。最后，从营销4P的角度提出了吸引大学生网络购物的组合策略，以期为企业在营销策略方面提出一些实用性和可操作的建议。
通过研究，本文认为大学生网购市场潜力巨大，网络商家应该根据大学生消费特点和期望合理制定并不断完善营销策略，开发符合大学生购买力的产品，同时注重提供便捷的购物环境，降低网络购物风险。只有这样，才能做好产品的营销。
 
关键词：大学生,网络购物,营销调研，4P营销组合策略
 
Abstract

In recent years, our country electronic commerce market development is rapid. In today's network consumption has become a consumer of the wave, and college students in China’s online shopping population occupy a very large proportion. College students will be the future of Internet consumption main body, also be the main driving force of the development of electronic commerce. To attract students online shopping marketing strategy research, help enterprise development the market, gain competitive advantage of future.
This article on the Henan University of Economics and Law college students conducted a careful and detailed field marketing research, through the integration of data, to the university student network shopping group characteristics, reasons for online shopping, behavior characteristics and other aspects of the objective and scientific analysis, in order to clear the network consumption of college students psychological characteristics and actual demand. Secondly, from the macroscopic angle analysis of college students online shopping problems and solutions. Finally, from the marketing of 4P angle put forward to attract students’ online shopping combined strategy, with period for the enterprise marketing strategy and put forward some practical and operable suggestions.
Through research, this paper think that college students online shopping market potential is tremendous, network business should be based on the college students' consumption characteristics and expectations of reasonable development and constantly improve the marketing strategy, in line with the development of College Students' purchasing power products, pay attention to at the same time provide a convenient shopping environment, reduce the risk of online shopping. Only in this way, can make a good product marketing.
 
Key Words: University Student，Network shopping ，Marketing research ，
4P Marketing Combination strategy

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