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随著高等教育的普及,中国的大学生人数已居世界之冠;而时代变迁与国家经济的快速发展,则让大学生的消费能力不断地增强,消费型态也更加多元化;所以,大学生市场可谓蕴藏著相当庞大的商机。不过,对企业来说,若想要有效地开发大学生市场,那深入了解大学生的消费行为,进行有效的市场细分将是重要的第一步。以生活型态来细分市场,能够帮助企业更清楚地认识消费者的真实面貌,进而瞄准有效的目标市场,制定营销战略。因此,本研究以合肥高校大学生为研究对象,透过问卷调查的方式,收集学生的生活型态及旅游动机和特征,希望能发现大学生旅游消费中存在的问题并找出适当的解决办法,对合肥高校大学生旅游市场进行初步的探索。
With the popularization of higher education, the number of undergraduates in China has topped the world; while the changes of the times and the rapid development of the national economy, the spending power of undergraduates is continuously enhanced and the patterns of consumption are more diversified. Therefore, the market for undergraduates can be described as Contains a very large business opportunities. However, for an enterprise to effectively develop a university student market, it is an important first step to gain a deeper understanding of college students’ consumption behavior and conduct effective market segmentation. Market segments to life style, can help businesses more clearly understand the true face of consumers, and then targeting the effective target market, develop marketing strategy. Therefore, this study takes university students in Hefei as the research object, collects the life style and motivation and characteristics of students through questionnaires, hoping to find out the problems existing in college students’ tourism consumption and find the appropriate solutions. Hefei University Students Tourism Market for a Preliminary Exploration.