本科生毕业论文（设计）
题 目 成都大学生消费结构与消费行为探析 系 别 工商管理系 专 业 市场营销
学生姓名 李娅
学 号 090510210 年级 09级 指导教师 张倩老师
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二ΟΟ 年 月 日
四川大学锦城学院本科毕业论文 成都大学生消费结构与消费行为探析
成都大学生消费结构与消费行为探析
专业：市场营销
学生：李娅 指导老师：张倩
摘 要
成都作为西南地区的经济中心，积聚了66万在校大学生，他们思想活跃，对新事物敏感，拥有高科学文化知识和道德水平，在未来的数年间，将成为西部地区乃至全国的中流砥柱。
本论文以成都大学生为研究对象，采用发放问卷、跟踪调查和访谈等方式，对其消费行为的现状、影响因素等进行调研，分析成都大学生消费行为和消费结构的发展趋势，并对成都大学生的消费行为提出建议。
调查显示，成都大学生在消费观念和消费行为上大多趋于合理的理性消费范围，但仍存在奢侈消费、浪费严重、消费缺乏自主意识、诚信意识淡薄等不合理现象。在消费的过程中，容易受到社会环境因素、家庭因素和自己的心理素质等方面的影响。消费结构总体以基本生活消费和娱乐消费为主，而学习型消费所占比重有上升趋势；消费方式以“AA”制、“网购”“团购”等为主。成都大学生的消费趋势归纳为以下几点：1.基本生活消费趋于质量型；2.学习消费比重增加；3.娱乐交际消费趋于多样化；4.网络消费趋势明显。
基于以上信息，建议社会、高校、家庭和大学生自身做出相应的调整，从以下几个方面入手：1.社会各界要优化大学生的消费环境；2.家庭要改变消费观念，对子女提供适度的供给；3.学校应强化大学生思想政治教育工作，加强大学生的财商教育；4.大学生自身要加强自我教育，树立良好的消费观。
关键词：大学生 消费结构 消费行为 趋势 理财
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四川大学锦城学院本科毕业论文 成都大学生消费结构与消费行为探析
Analysis on Chengdu College Students' consumption
structure and behavior
Major: Marketing
Student: Ya Li Supervisor: Qian Zhang
Abstract
Chengdu, as the economic center of Western China, has accumulated 660000 college students. They are active in thinking, sensitive to new things, and have a high scientific as well as cultural knowledge and moral standards. In the next few years, they will become the mainstay in the western region and across the whole country.
With methods of questionnaire, investigation and interview, this paper chooses the Chengdu college students as research object and aims to give them advice on how to consume, based on the study of status quo of their consumption behavior and related influencing factors, as well as the analysis on development trend in their consumption behavior and consumption structure.
It reveals that the consumption concept and consumption behavior of Chengdu college students tends to be rational and reasonable, but some unhealthy consumption like high consumption still exists. In the process of consumption, they are easily influenced by social environment, family factors and their own psychological quality. Also, it indicates that basic living consumption and entertainment consumption obviously dominates in terms of
consumption structure, while it tends to rises in education consumption. Besides, \shopping\trends of Chengdu college student summarizes as follow: Firstly, the basic living consumption pays attention to quality; secondly, the spending proportion in education rises; thirdly, entertainment consumption tends to be diversified; fourthly, network consumption obviously increases.
Based on the above information, it is recommended that society, colleges, families and college students are supposed to adjust themselves accordingly as follow: Firstly, various sections of society should optimize the consumption environment for college students; secondly, families should change their consumption ideas and provide moderate supply to their children; thirdly, colleges should improve their ideological and political education work to equip students with correct financial concept ; fourthly, college students must strengthen self-education to
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四川大学锦城学院本科毕业论文 成都大学生消费结构与消费行为探析
establish good consumption view.
Key words：College student consumption structure consumption behavior trend conduct financial transactions
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四川大学锦城学院本科毕业论文 成都大学生消费结构与消费行为探析
目 录
1绪论 ...................................................................... 8
1.1选题依据与研究意义 ................................................... 8
1.1.1 选题依据 ....................................................... 8 1.1.2研究意义 ....................................................... 8 1.2国内外研究现状 ....................................................... 9
1.2.1国外研究现状 ................................................... 9 1.2.2国内研究现状 ................................................... 9 1.3研究思路与研究方法 .................................................. 10
1.3.1研究思路 ...................................................... 10 1.3.2研究方法 ...................................................... 10 1.3.3论文创新点 .................................................... 10
2.相关理论基础 ............................................................. 11
2.1消费及大学生消费行为的一般概述 ...................................... 11
2.1.1消费及消费行为的含义 .......................................... 11 2.1.2大学生消费行为的含义及特征 .................................... 12 2.2相关消费行为的理论基础 .............................................. 13
2.2.1马斯洛需求理论 ................................................ 13 2.2.2可持续消费理论 ................................................ 14
3成都大学生消费结构与消费行为调查 ......................................... 14
3.1数据采集 ............................................................ 14
3.1.1基础数据统计 .................................................. 15 3.1.2样本选取 ...................................................... 17 3.1.3样本情况 ...................................................... 17 3.2调查结果分析 ........................................................ 18
3.2.1消费水平 ...................................................... 18 3.2.2消费结构 ...................................................... 19 3.2.3消费方式 ...................................................... 21 3.2.4成都大学生消费心理及其特征 .................................... 21 3.2.5成都大学生消费行为及其特征 .................................... 22 3.3成都大学生消费中存在的问题 .......................................... 25
3.3.1奢侈之风日盛，浪费现象严重 .................................... 25
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