市场营销-大学生电视剧消费市场调查研究——基于广东药科大学中山校区的调查分析论文.docx

大学生电视剧消费市场调查研究——基于广东药科大学中山校区的调查分析 【摘要】人们对文化产品的消费需求和消费能力在我国产业升级和消费升级的背景下不断提高，且我国不断推出支持电视剧可持续发展的指导政策，电视剧及其相关产业得到了长足发展，对老百姓的生活和思想也产生了方方面面的影响。其中，大学生作为年轻人中的佼佼者与未来建设祖国的中坚力量，他们在当前的电视剧市场中扮演什么角色，和产生什么影响，值得我们去了解和分析。 本文通过问卷调查、文献分析、电话访谈等方式，以广东药科大学中山校区的在校大学生为调查对象，对大学生电视剧消费状况展开研究。经过调查，我们可以了解到大学生电视剧观看类型、电视剧观看时间、电视剧付费观看等具体消费情况，并初步探究目前我国电视剧存在的问题和挑战，分析电视剧与大学生价值观的相互关系。 最后，本文根据调查研究得出的结果，给大学生个人、电视剧相关行业、政府、高校分别提出几点对策与建议，以更好地促进我国电视剧可持续发展，引导大学生正确进行电视剧消费。 【关键词】电视剧；大学生；电视剧消费；价值观 Research on the consumption market of college students TV dramas -- based on the investigation and analysis of zhongshan campus of Guangdong Pharmaceutical University 【Abstract】with the industrial upgrading and consumption upgrading in China, peoples consumption demand and consumption capacity for cultural products are constantly improving, in a series of national support policies for the cultural industry, the rapid development of TV dramas and related industries, China has become a veritable TV drama production and consumption power. Since then, TV dramas have almost entered every household, and they have exerted an impact on peoples lives and thoughts. Among them, college students, as the outstanding young people and the backbone of the future construction of the motherland, what role they play in the current TV drama market and what impact they have, it is worth us to understand and analyze. By means of questionnaire survey, literature analysis and telephone interview, this paper takes college students in zhongshan campus of Guangdong Pharmaceutical University as the research objects to investigate the consumption of college students TV dramas. Through the investigation, we can understand the specific consumption situation of college students watching type of TV dramas, watching time of TV dramas, paying TV dramas, etc., and preliminarily explore the problems and challenges existing in current Chinese TV dramas, and analyze the relationship between TV dramas and college students values. Finally, based on the re