摘要：经济全球化时代，高科技广泛应用于商品中，商品化市场不断繁荣。大学生既是今日的消费主体之一，又是将来消费的主力，是消费潮流的引导者。他们的购买行为更是多种多样，而目前企业并没有专门为大学生制定出有针对性的营销方案。因此，企业在对大学生的营销方面有很大的发展空间。所以，本文从大学生购买行为影响因素的角度，通过问卷调查分析他们的购买行为，来探讨企业对大学生的营销策略，并在得出的结论的基础上为企业提供一定的参考建议。希望可以帮助企业减少对大学生营销决策的盲目性和不确定性，从而扩大大学生市场，获得更高的市场占有率。

关键词：购买行为    大学营销     消费心理

Abstract：Economic globalization, high technology is widely used in the merchandise, commercial market continuously prosperity. College students is one of the main consumption today; Is the main consumption in the future; Consumption trend of the guide. Their purchase behavior is varied, and at present the enterprise did not specifically for college students develop targeted marketing plan. Therefore, the enterprise in the marketing to college students have very big development space. So, this paper, from the college students' purchasing behavior influencing factors of Angle, through the questionnaire survey analysis of their purchases, probes into the enterprise to college students' marketing strategy, and on the basis of the conclusion for the enterprise to provide certain reference and Suggestions. Hope I can help enterprises to reduce the blindness of college students' marketing decision and uncertainty, to expand the college students' market and obtain higher market share. 

Keywords: Purchasing behavior   University marketing    Consumption psychology

　　　随着时代的发展，大学生这块新兴市场表现出旺盛的生命力，其消费特点推陈出新的速度也令人难以想象。企业要加快步伐适应这种快节奏，同时更要拥有长远的营销目标，而不能停留在现有传统营销的层面上。另外，据了解大部分大学生是在上了大学之后，才重新认识并关注一些产品、品牌，品牌的忠诚度也是在此之后才逐渐形成的。可见，大学阶段对于大学生的品牌忠诚度的培育是非常关键的时期。因此，企业要好好把握大学生营销这一方向，本文在这方面为企业提出了一些参考建议，希望企业能有所借鉴。