大学生消费的品牌化与商家的广告表现研究毕业论文.doc

大学生消费的品牌化与商家的广告表现研究 摘 要 在市场竞争日益激烈之下的品牌时代，行业和产品在不断细分的同时，商家也在对目标消费群体不断进行细分，曾经被忽视的大学生消费群体日渐成为商家抢夺的一块诱人蛋糕。 我国在校大学生数量位居世界第一，他们是将来社会的中流砒柱。无论是从其现实购买力还是从潜在消费价值来分析，都是任何商家所不容忽视的。中国由于人口众多，己成为全球最大的消费市场之一，但是从广告角度来对大学生消费群体所作的研究却很少，尤其是在品牌时代之下，对探究定位以大学生为目标消费群体而进行品牌细分、推广的策略研究目前尚属空白。正因如此，本研究试图分析以大学生为主要诉求对象的广告表现研究，为商家提供适时的广告营销策略；为以高校大学生为目标群体的传媒提供对策与建议。 本文是通过研究定位在大学生消费群体的现有品牌，从大学生消费能力、消费特性和优秀的品牌广告表现之间的关系，采纳权威专家的观点，结合我个人的深入调查分析与体会，再通过成功品牌广告案例来探究其如何捕获受众群对品牌的忠诚度。 关键词：品牌时代； 大学生； 消费群体； 广告研究。 THE RESEARCH OF THE BRAND OF THE COLLEGE STUDENTS＇CONSUMER AND THE PERFORMANCE OF THE BUSINESS ADVERTISING ABSTRACT under the age of branding in an increasingly competitive market,businesses continued to target segmented consumer groups,overlooked students consumer groups is becoming an attractive cake to get.? Number of college students highest in the world, they are the future stream of society soft column. Whether its purchasing power or real value from the analysis of the potential consumer, is any business that can not be ignored. Chinas large population, has become one of the worlds largest consumer market, but from the perspective of advertising by consumer groups of students rarely, especially under the age of branding, positioning of the exploration target consumer groups, university students carried out brand segmentation, marketing strategy research is currently still blank. For this reason, this study attempts to analyze the demands of university students as the main object of advertising performance for businesses to provide timely advertising and marketing strategy; as to college students in the media for the target groups to provide countermeasures and suggestions. ? This article is located in the students through the study of existing brands of consumer groups, from students spending power, consumer characteristics and excellent performance of the relationship between brand advertising, point of view adopted by authoritative experts, combined with thorough investigation of m