College students have little contact with TV media, and most of the information comes from radio and internet. The popularization and dissemination of information mainly depends on word of mouth among students, forming a relatively closed but active consumer market circle. The acceptance and popularity of products mainly depends on their reputation in the university market, that is, the student consumption circle, which is an important market using relationship marketing techniques.

2. Large capacity

According to the data, with the continuous expansion of higher education in China in recent years, the scale continues to grow. By 2005, the number of students in higher education in China will exceed160,000. If the average annual consumption of college students is 5,000 yuan, the annual consumption will reach more than 80 billion. For businesses and enterprises, it means the formation of a huge and high-quality new consumer market, which will also occupy a large share of the whole consumer market in the future.

3. Low development cost

At present, the business operation on campus is not very intense. It is much easier for enterprises to enter the campus market than to seize the share in the general market, and the cost is much lower.

Step 4 focus

Campus market consumption is concentrated, and enterprises can effectively publicize through various activities, with relatively low cost. And effective information transmission is faster and more direct than off-campus market.

5. Continuity

The campus market is future-oriented and continuous. Enterprises' occupation of this market will not only bring short-term commodity benefits, but also contemporary college students who have intellectual capital, pay attention to mental work, advocate quality life and have a clear brand awareness. They are also an important pillar to form a new middle class in China and lead the consumption trend of young people, and will surely become the leading consumption force in the future society.

6. Cultural uniqueness

University culture is not only a campus culture, but also a part of social culture, which has the characteristics of popularization and uniqueness. A new generation of college students are keen on all kinds of fashionable "cultural entertainment" as a way to show their personality, which indicates the great potential of cultural consumption in colleges and universities. In the process of the popularization of university culture, it will also trigger a new upsurge of cultural consumption, and the rapid development of the network will accelerate the spread and expansion of campus culture, break the phenomenon that campus culture only exists as a subculture of social culture in the past, and connect the campus culture of colleges and universities across the country into a unified, interactive and active whole, making cultural consumption a hot spot that cannot be ignored.