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中国大学生消费群体作为经济社会的活跃消费力量,未来消费潜能巨大。本次调查以全国一万多名大学生为调查对象,开展了以消费行为和品牌认知为主题的研究。该调查报告通过数据呈现了目前我国大学生消费群体的经济来源、消费支出、消费结构等基本消费概况,从产品/服务的品牌认知现状、品牌认知的信息渠道、品牌吸引力三个方面对大学生品牌认知情况进行调查,并对大学生媒介接触、消费行为对其品牌认知的影响进行深入分析。根据中国大学生最喜爱的品牌排行榜,总结出大学生喜爱的品牌的普遍特征,并基于调查分析提出针对大学生群体的品牌塑造策略。
As an active consumer power in economy and society, Chinese college student consumer groups have huge potential for future consumption. In this survey, more than 10,000 university students in China were surveyed to conduct research on the theme of consumer behavior and brand recognition. The survey report presents the basic consumer profiles of the economic sources, consumer expenditures and consumption structure of the undergraduate students in our country through data. From the perspectives of product / service brand cognition, brand cognition information channels and brand appeal College students brand awareness survey, and college students media exposure, consumer behavior on its brand awareness in-depth analysis. According to the Chinese college students favorite brand list, summed up the universal characteristics of college students favorite brands, and based on the survey analysis of brand strategy for college students.