Analysis of college students' purchasing behavior and marketing strategies Key words: college students' purchasing behavior; Fashion is moving forward; Marketing strategy;

Abstract: With the continuous development of economy, the continuous reform of teaching system and the continuous expansion of colleges and universities in China, more and more groups are receiving higher education. The university town for college students not only attracts much attention in terms of employment, but also attracts more and more attention from everyone. The university market is also growing into a huge consumer market, which is an important, potential and strategic market for enterprises. The university market has the characteristics of large capacity, concentrated distribution, prudent growth and strong sustainability. Enterprises should formulate corresponding marketing strategies, including price, products, services and sales strategies, to understand the purchasing behavior of college students. It is of great practical and strategic significance for enterprises to study and develop the university market.

Foreword:

At present, the number of college students in China has reached more than 30 million. Excluding tuition and fees, the annual expenses of college students, including education fees, entertainment fees and friends making fees, are at least 12000 yuan per person per year, which symbolizes that there is a university market of over 360 million. "360 million yuan college market-the largest and last blue ocean in China" 1 (blue ocean means that there is no industry today, that is, the unknown market space has not been infected by competition).

College students are undoubtedly the future power class, and the college student market has unique commercial value. Moreover, college students with high academic qualifications and strong comprehensive ability will become the most important customers or partners of many enterprises in the future; The relatively concentrated residential area of college students, considerable consumption power and relatively relaxed competitive environment make enterprises have great development space in the university campus market compared with the social market; The huge consumption power of college students in the future will make this group of college students develop into the most important consumer group that most enterprises catch up with in the near future. Entrepreneurs in China are the smartest entrepreneurs in the world. While they are breaking waves in the mainstream mass market, they are always guiding the development of the largest blue ocean left in China market-China university student market. However, at present, in the development and expansion of college students' market, most of them are retail or catering, with relatively little capital investment, small business scope and insufficient marketing depth, and the marketing behavior is obviously short-term. Therefore, it is very important for enterprises to study college students' consumption behavior, consumption psychology and factors affecting their consumption behavior, and to study the college students' market and adopt corresponding marketing strategies. Analysis of college students' consumption behavior

Purchasing behavior refers to the process of people seeking, selecting, purchasing, applying, evaluating and processing products and services in order to satisfy a certain desire to beg for obedience, which includes two aspects: consumers' psychological movement in charge and objective material activities. Enterprise marketing controls the rules of college students' buying behavior through the discussion of college students' buying behavior, so as to formulate effective marketing strategies and realize enterprise marketing goals.

College students are closer to a higher social status in terms of viewpoint consciousness, openness and potential transaction value. Although the economic premise is limited, their fantasies are rich and different, their horizons are broad, and their ability to acquire information and common sense is amazing. They will be the mainstream leaders in the future. To sum up, the purchase behavior of college students as a consumer group has the following characteristics:

1. Follow the crowd.

The comparison of college students' consumption has a demonstration effect, especially the herd mentality, which is obviously emotional. Students are groups that communicate with each other a lot. They study and live in a unique way, so they exchange information quickly, and their consumption concept is easily influenced by others. Personally, if everyone else has their own mobile phone, then I have a strong desire to buy it myself. As young people, college students are pursuing individuality and are extraordinary. They look forward to their own style of dressing and like to chew unique products and brands. But this uniqueness has the unique characteristics of this group. College students keep close contact with their classmates and friends all the time, and have high consistency. They consciously or unconsciously adhere to the consistency with the public and gain the recognition of the group with this consistency. College students have relatively small space, simple choices and concentrated preferences. The group lifestyle of college students and the ancient network and communication equipment in today's society make any small spark "a single spark" and quickly detonate among college students. In addition, the emotion of college students' consumption also means the persistence of consumption. If they are satisfied after spending once, they will probably continue to consume the same products of the same company or other products of the brand, and will also recommend them to classmates or friends. If you are satisfied with your consumption, you are likely to stop spending in the future, and this feeling will spread and influence each other in the process of mutual communication between classmates. Therefore, enterprises should pay attention to the quality of products and services of enterprises, leaving a sense of intimacy for college students. Don't treat college students as children without ideas and ignore their feelings. Remember not to cheat them and other dishonest behaviors, and don't set some "appropriate traps", which will be punctured.

2. fashion

The student group is the most receptive group of all groups to new things. They often stand at the forefront of progressive culture. They pursue fashion, advocate personality liberation, and their consumption concepts are also relatively advanced, and their consumption concepts are also changing rapidly. For example, with the popularity of online shopping, college students are a considerable consumer group, and the emerging consumption pattern of "spending money tomorrow to satisfy today's desires" is also easily accepted.

College students have the characteristics of daring to try, accepting new things more easily, being very interested in this new thing, and their consumption concept is very advanced. These new things often include brand-new products and new functions, new packaging, new connotations, new images and new ways of purchasing old products (such as online shopping) added on the basis of crude oil functions. ), promotional activities (such as prize promotion, etc. ), etc. Therefore, enterprises should continue to develop new products and combine new ideas according to the emerging but superior fashion of society, and increase the added value of publicity and connotation according to the changing psychology of college students.

Step 3 focus.

The concentration here includes the concentration of consumer goods and the concentration of purchase time. At present, consumer goods are relatively concentrated,

It is important to stay in digital products, fashion clothes, entertainment, boyfriend and girlfriend, and study and train. With the constant change of college students' consumption concept and the famous development of fashion items, consumption is gradually diversified due to the demonstration effect, but it is still at a centralized level, but the detailed items change rapidly. For example, in the consumption of IT electronic products, DVD players may be popular in a certain period, and will be replaced by the powerful functions of computers in the next period. In fact, the biggest feature of college students' consumption is the pursuit of fashion freshness. They like bizarre and romantic things, and consumer goods pursue individuality. Pursuing fashion is also the reason why college students' consumption has blind demonstration effect, which makes it easy for enterprises to grasp the positioning direction of college students' products. The consumption brain of college students is no longer what they learned in middle school, such as books. With the progress of age and education, they pay more attention to computer, mobile phone, sightseeing and other avant-garde products with fashion flavor.

4. applicability.

Because students, especially college students, have a certain understanding of product-related knowledge, simple low prices can no longer meet their requirements. Their idea is to buy the product that suits them best with the least money. While pursuing fashion, their pockets require them to buy more good products with good quality and low price. For example, mobile phones, it is possible that counters will sell at high prices, so they will search online for cheaper mobile phones of the same brand and series. For another example, if the price of clothes online is roughly the same as that in the mall, or if the clothes online are cheaper but of better quality, then they will naturally choose to go to the mall to buy them in person instead of online shopping.

5. Pay more attention to the brand

Famous brands are attractive to college students. Usually, college students attach great importance to brands when buying goods. This is related to the comparison psychology among college students, and they don't pay much attention to things without brands. In the eyes of college students, brand is not only a guarantee of quality, but also a symbol of taste. College students have a strong sense of famous brands. In their view, famous brands will have quality. It takes a long time to build a famous brand. They think that the survival of a brand shows the determination of the market, which is absolutely reliable. At the same time, establishing a brand, product quality is the guarantee, and good and convenient after-sales service is the backing.

At the same time, college students have high brand loyalty. Once you try a brand and find it worthwhile, you will always use it. Moreover, college students will go to the society in the future, but their consumption habits are often mixed with the imprint of their student days, and they have a certain degree of piety to the brand. The current use is based on the characteristics of the university campus market.

The college market in China, which is composed of college students' group consumption, has its own unique side besides the characteristics of a normal market:

1. The market capacity is very large and shows a steady growth trend. With the rapid growth of China's economy and the continuous reform of the education system, the trend of steady growth of the university market is very obvious. At present, most high school graduates have entered the university campus, whether it is a famous institution of higher learning or a general second-class school or a general third-class professional college with average education level, resulting in more and more college students. According to the data of talent education core network, by 20 10, the number of college students in China has reached more than 30 million, and will continue to increase in the future. Another is that college students are all post-80s and post-90s, and they are all only children. They are the magic weapon of parents at home, and parents will try their best to meet their children's requirements. Because the source of college students' living expenses mainly comes from their parents, their lives also grow with the increase of their parents' income. According to the survey of students' living expenses in Harbin Normal University, the proportion of students living above 654.38+10,000 yuan per month is 2 1%, the proportion of students living below 654.38+10,000 yuan is 37%, and the proportion of students living below 654.38+10,000 yuan is 42%. During the investigation, it is found that some students are doing or have done part-time jobs before, so the living expenses will increase. Generally speaking, their living expenses are about 1200 yuan, accounting for more than half, and their purchasing power is still very large. Their consumption desire also makes their consumption market huge.

2. The market distribution is relatively concentrated. Due to the development of history, geography, economy and culture, China's university campuses are generally distributed together in a gathering situation. Take Harbin as an example. Harbin Normal University, Northeast Forestry University, Heilongjiang University, harbin university of science and technology, and even Harbin Institute of Technology are all in nangang district, and the distance is not very far. It can be reached by taking 4 or 5 buses. The newly developed schools in Jiangbei are also concentrated, and there are black technology, Bayi Agricultural Reclamation, science and engineering near the university town. This concentration of the distribution of colleges and universities is beneficial for enterprises to formulate centralized and large-scale marketing strategies, and also brings certain convenience to marketing work.

3. The continuity of college students is very strong. First of all, the consumption of college students is continuous. Once they are satisfied with certain products or services, they are likely to continue to consume them. If they are not satisfied, they may stop consuming these products. And this feeling will spread rapidly among students with everyone's communication, and then it will have a great impact on this product and service enterprise. It should also be noted here that four years after graduation from university, they are the mainstream people in society, occupying the market of the university, and occupying the opportunity of future competition. Some scholars in marketing even think that whoever grasps the university market will grasp the high consumption market in China in the future.

Third, the strategic choice of marketing.

Marketing refers to the social process and management process that enables individuals or groups to meet their desires and needs by inventing and spreading products and values. As can be seen from the definition, meeting the needs and desires of individuals and groups is the ultimate goal of marketing activities. Therefore, the marketing work of enterprises should start from the needs and desires of consumers, pursue, understand and grasp the needs and desires of consumers, and determine the size of demand. "Marketers have four kinds of division of labor: the first is to do marketing, the second is to do sales, the third is to do customer service, and the fourth is to do marketing management." In view of the characteristics of college students' group buying behavior and the uniqueness of college students' market, www.qicheditan.info, and the superficial analysis of the influencing factors of this group buying, I personally made a marketing plan for the university, including products, pricing, sales channels, promotion and combination. Details are as follows:

1. Developing new products-product strategy for college students.

According to the degree of renovation, new products can be divided into six categories: brand-new products, improved products, imitation products, series products, natural products and new positioning products. In my opinion, from the perspective of capital and the pursuit of fashion and freshness by college students, enterprises will add some new fashion elements to the original products and keep pace with the times, which will have a great market among college students. Take Metersbonwe, Bang Wei and Bang Wei as an example. Metersbonwe Bang Wei Bang Wei did not blindly pursue leisure activities, but also designed many dresses and shirts with floral series, which are deeply loved by young people nowadays. In the contemporary era of small suits, he also designed several casual small suits, which were well received by the majority of students. "Marketing is a battle, in which the enemy is the competitor and the customer is the position to occupy" 7

2. According to the purchasing power of college students, the product pricing is reasonable.

Let's discuss my pricing strategy with the case of "Why ZARA doesn't care about quality".

In recent years, some consumers have repeatedly accused their products of quality problems, but ZARA has never made an official response to this issue. Ignoring China market and consumers seems to be an unfair explanation, and the reason should be discussed from the perspective of enterprise marketing model.

ZARA's marketing model provides customers with the following recess: at the best stage, they can enjoy fashion clothes similar to big brands at low prices and extremely fast speed. A team of more than 300 people, consisting of design experts, market analysts and purchasing personnel, designs nearly 40,000 new products every year, and selects 1000 products to put on the market. ZARA only needs 28 days from collecting fashion trends, product design to selling on shelves, and its other competitors include GAP, H& etc. M will take several months, and the price of ZARA is equivalent to 1/4 and /6 of fashionable high-end brands. I think the quality problem is the most neglected by ZARA. In fact, customers, especially college students, enjoy the fast fashion brought by ZARA. As for quality, they all know that this price can't be as perfect as that of a big brand. First-class design, second-rate fabrics and third-rate prices describe ZARA's business model.

Because college students' spending power is relatively weak compared with white-collar workers who go to work, and college students themselves pursue famous brands, ZARA's marketing model just caters to college students' tastes. In all fairness, ZARA's control of product quality is not bad. Although there are some minor problems, it is acceptable to consumers in central China. ZARA is not ignorant of the truth that "the customer is God", but it knows better what "God" wants. If you want to know how to sell it, just tell the customer how to get there. 9 There is no company that wins regardless of "God", ZARA is, and so is business.

3. Sales channel strategy.

"In today's fierce market competition," whoever owns the channel will have the future ". Distribution channel strategy is an important part of marketing mix strategy. Only through certain channels can products enter the market, achieve sales and achieve the expected marketing goals of enterprises. " 10 so how to design distribution channels and formulate distribution strategies? What we want to choose is the indirect distribution channel: that is, the sales channel where producers provide goods to consumers through middlemen. Here I want to take Taobao's purchasing model as an example.

At the beginning, people's lives were increasingly inseparable from the internet, and online shopping was also an indispensable part of people's lives. People sometimes like a brand-name dress in the mall, but when they see the price tag, they can't help shouting "It's so expensive." Now, however, we don't have to drool over the one in the mall, because we can buy the same clothes as the keyboard, but the price is much cheaper. This is because the cost of online shopping products does not include various management expenses such as labor employment fees and utilities included in shopping malls. In addition, the problem in our life is that the brands in international fashion magazines are not introduced by local businesses. In this case, we can also choose online shopping. This online purchase method is most suitable for college students who have little money but a strong desire to buy. For example, when an enterprise wants to expand its market share, but it is too busy to take care of it at present, it can cooperate with some middlemen to sell its goods there, of course, in large quantities, otherwise the product price will be high because of incidental expenses.

4. Highlight the characteristics and choose a unique promotion method.

Enterprises publicize and clarify the differences between their products and other products through promotional activities.

Outstanding features stimulate consumers' desire for demand, transform potential demand into actual demand, and urge consumers to subscribe to the products of this enterprise. Let's take the Lyle Shopping Center in Italy as an example.

Lyle Shopping Mall in Italy is very popular with consumers. Its business strategy is that all goods in the mall are sold only once and will never be returned at present. Even hot goods that are very profitable are only sold once, so they will reluctantly give up what they want. Therefore, in the eyes of customers, the goods sold in Lyle Mall are all popular. Lyle Shopping Mall does this because, through analysis, they think that ordinary consumers always shop around when buying goods and will not make hasty decisions. But if you get the exact information, it is now or never, so don't hesitate. 1 1

College students have a unique psychology, so such "one-time" sales only make sales increase rather than decrease. In addition, according to the national statutory holidays, we can choose to concentrate on offensive, carry out promotional activities and expand sales. In people's impression, the discount of holiday shopping malls has been hard to return, and enterprises will certainly not miss this good opportunity for promotion. But I still want to emphasize that we must choose a unique and creative way. Because "opportunities always favor innovators" 12. Of course, the ultimate goal of an enterprise is to "alienate innovation into income growth". 13

References:

1 Money into the Blue Ocean Strategy

2 Foreword of Fang Qifeng's "300 billion yuan decryption"

3 philip kotler (USA) Marketing Governance, May 2007, Sinopec Press. Page nine

4 Zhao Tiane's Marketing was published in August 20 10, and philip kotler's Marketing Management (9th Edition) was published by Tsinghua University Publishing House in 2003, p. 6.

5 Wang Zhongqiu's "Self-marketing of Marketers" 200465438+1October 20th Doctor Civilization Company.

6 Zhao Tiane's Marketing was published in August, 2065 130.

7 "Marketing Wars" between AL Ries and Jack Trout (Revised Edition)

8 "First Financial Weekly" 20 1 1 May 9, 2008 16, page 20.

9 underhill (USA) "Why do customers buy"

10 "Marketing Management (the first 10 edition, the new millennium edition)" (America) translated by Mei Ru and Mei Qinghao in philip kotler.

1 1 Deng "638 classic marketing stories that general managers must read" Peking University Publishing House, 2009, p. 233.

12 Zhou Huanyu's "American Marketing War" Peking University Publishing House, p. 67.

13 chalan (USA), The Power of Growth, translated by Sun Heying and Zheng Lian. Release date:10,2004. Press: Electronic Industry Press, page 5.