电子商务的发展对大学生消费方式的影响分析网络营销电子商务的发展对大学生消费方式的影响分析作者姓名：***专业名称：电子商务指导老师：***摘要随着我国经济社会的不断发展以及人民生活水平的不断提高，网购已经成为人们生活的一个重要组成部分。

利用网络进行商品销售、推广企业产品，进而提升企业经济效益成为现代企业营销的一项重要内容。

大学生作为网络商品交易主体的一个重要组成部分，在电子商务下，其消费行为产生着重要的演变。

本文通过分析大学生消费行为与电子商务的关系，指出电子商务对于大学生消费行为产生的巨大影响。

关键字：网络营销；大学生；消费行为IAbstractWith the continuous development of China's economy and society as well as the continuous improvement of people's living standards, online shopping has become an important part of people's lives. Use the Internet for product sales, marketing their products, thereby enhancing economic efficiency of enterprises to become a modern enterprise marketing an important element.As an important part of the college network commodity trading body, in e-commerce, consumer behavior which have an important evolution. This paper analyzes the relationship between consumer behavior and commerce college, pointed out the huge impact of electronic commerce for college students of consumer behavior.Keywords: Internet marketing; college; consumer behaviorI I目录摘要..................................................................................................................................... ２Abstract ............................................................................................................................. ３目录..................................................................................................................................... ４前言..................................................................................................................................... １1 网络营销概述............................................................................................................... ２1.1 网络营销的含义 .................................................................................................... ２1.2 网络营销的发展历程............................................................................................ ２1.2.1传奇阶段............................................................................................................... ２1.2.2萌芽阶段............................................................................................................... ３1.2.3发展阶段............................................................................................................... ３1.3 网络营销的发展现状............................................................................................ ３2 网购市场........................................................................................................................ ５2.1 市场规模 ................................................................................................................. ５2.2 市场结构 ................................................................................................................. ６2.3 市场份额 ................................................................................................................. ６3 大学生消费行为的消费趋势分析 ............................................................................ ７3.1 大学生消费行为现状............................................................................................ ８3.1.1 大学生崇尚理性消费 ........................................................................................ ８3.1.2 大学生追求时尚................................................................................................. ９3.2 大学生消费行为弊端............................................................................................ ９3.2.1 储蓄观念淡薄 ..................................................................................................... ９3.2.2 消费差距.............................................................................................................. ９4 简析电子商务对当代大学生消费行为的影响.................................................. １０4.1 满足消费心理.................................................................................................... １１4.2改变交易行为..................................................................................................... １１I I I4.3 影响生活方式.................................................................................................... １１5 电子商务下的大学生消费行为特点分析 .......................................................... １２5.1 独特而个性........................................................................................................ １２5.2 兴趣性................................................................................................................. １３5.3 时尚性................................................................................................................. １３5.4 满足消费心理.................................................................................................... １３5.5 满足消费心理.................................................................................................... １４5.6 满足消费心理.................................................................................................... １４参考文献....................................................................................................................... １５I V前言电子商务作为一种崭新的贸易方式，借助于互联网的即时互动，缩小了生产与消费之间的距离。