市场营销-大学生网络文学消费行为的调查研究——以广东药科大学中山校区为例论文.docx

大学生网络文学消费行为的调查研究—— 以广东药科大学中山校区为例 【摘要】随着信息技术的快速发展, 网络文化扑面而来，文学作品搭上了信息高速列车，在前所未有的沃土中发展出新型的文学作品——网络文学。它利用碎片阅读的现状，在便捷、互动、内容上满足各种需求,迅速获得读者青睐, 市场规模和读者人数日益扩大。在众多的网络文学接受群体中, 高校大学生作为互联网使用、文化产品消费的主力军，是网络文学的主要消费群体，这引起了笔者的关注，对此进行研究。本文在马斯洛需求层次和AISAS模型的基础上，结合问卷调查和文献归纳法来调查大学生的阅读情况、消费行为，探究目前大学生的群体特征、阅读消费行为，为网络文学产业在产品需求、优质服务、消费意愿等方面提供策略。 【关键词】网络文学；网络文学消费；粉丝经济；大学生  A survey of college students online literature consumption behavior -- taking Guangdong Pharmaceutical University Zhongshan campus as an example [Abstract] With the rapid development of information technology, network culture has come to us, and literary works have caught the high-speed train of information, and new literary works -- network literature have been developed in the unprecedented fertile soil. It makes use of the current situation of fragmented reading to meet various needs in terms of convenience, interaction and content, and quickly wins the favor of readers, with the market scale and the number of readers expanding day by day. Among the numerous online literature acceptance groups, college students, as the main force of Internet use and consumption of cultural products, are the main consumer group of online literature, which has aroused the attention of the author and made a research on it. On the basis of Maslows Hierarchy Of Needs and AISAS model, this paper, combined with questionnaire survey and literature induction, investigates the reading situation and consumption behavior of college students, and explores the group characteristics and reading consumption behavior of college students, so as to provide strategies for the online literature industry in product demand, quality service and consumption intention. [Keywords] Network literature Online literature consumption Fans of economic College student 目 录 TOC \o 1-3 \u 1 绪论 1 1.1 研究背景 1 1.2 研究目的与意义 1 2 文献综述 3 2.1 网络文学 3 2.1.1概念 3 2.1.2发展历程 3 2.2 网络文学消费 4 2.2.1概念 4 2.2.2现状 4 2.3 消费社会 5 2.3.1概念 5 2.3.2与网络文学及网络文学消费的关系 5 2.4 粉丝经济 6 2