Investigation report on market risk analysis of college students

Through market research, increase information, correct prior probability, improve decision makers' grasp of future possibilities and reduce decision-making risks. Then the following is the relevant information about the market risk analysis and investigation report of college students compiled by me for your reference.

Investigation report on market risk analysis of college students 1. Objective: To understand the use of mobile phones among college students.

In recent years, with the popularity of mobile phones on campus, more and more mobile phone manufacturers have turned their attention to the campus, a potentially huge market. In order to understand the general situation, effect and consumption of mobile phones among college students, and grasp the sales situation and market prospect of mobile phones in colleges and universities, we decided to investigate the campus mobile phone market with college students as the survey objects.

Second, the survey object: college students

Third, design survey items and questionnaires.

Four. Investigation time: xx years 65438+ 10/0/? Xx year 65438+ October 25th.

V survey method: online questionnaire.

In order to make the survey universal, we gave up the traditional written questionnaire form and made an electronic version of the questionnaire to conduct the survey online. The benefits of doing so are obvious:

1. Improve efficiency and reduce investigation workload. The electronic version of the questionnaire we made was developed on the space platform, hung on a friend's personal host space, and was not printed or distributed manually.

2. The scope of the survey is wider and the respondents are more random. Because the answer is online, there is no space or time limit. The college students who answered our questions easily exceeded 1000 in about 20 days and finally reached 1237. And these friends who participated in our survey came from all over the country. This number is automatically tracked and generated by the survey page.

3. The data statistics are convenient. I specially designed a survey data statistics page to automatically track survey data, mainly including the number of people and the percentage of similar options.

Six, survey methods:

1. The members of the investigation team * * * negotiated with each other to determine the contents of the questionnaire, which were determined in the form of written documents and submitted to me for electronic version.

2. Make an electronic questionnaire, and upload it to the virtual host space rented by friends after the test is correct.

3. Mobilize all members of the investigation team for extensive publicity. There are two main ways of publicity: one is to let your friends answer the survey online, and the other is to post information on the forum for netizens to help answer.

4. After the survey is completed, all team members will analyze the survey statistics.

Step 5 write a research report

Seven, statistical analysis of survey data:

This survey * * * has 1237 people who participated in and completed the questionnaire, from 67 universities in 6 provinces and cities across the country. The friends who participated in the survey are very random, which ensures that this mobile phone survey of college students has certain universal significance. We mainly make statistics and analysis from five aspects: the quantity and demand of college students' mobile phones, the use demand of students' mobile phones, the consumption motivation of students' mobile phones and the goal establishment of students' mobile phones, and finally give our group's marketing suggestions.

1. Mobile phone ownership and demand of college students:

According to the survey data, 68% of students have mobile phones. At the same time, 26% students will change their mobile phones in the near future. Among the students who don't have mobile phones, 6 1% will buy them in the near future. From these data, we can see that with the improvement of people's living standards, mobile phones are nothing new in universities, but are becoming popular. College students have become a consumer group that cannot be ignored in the mobile phone market.

2. Analysis of students' demand for using mobile phones

① Maximum mass

When consumers choose a mobile phone, the main factors they consider in turn are: quality 2 1%, appearance 19%, price 18%, function 18%, brand10/%and after-sales service 9%. Among them, consumers have the highest demand for quality, and mobile phones are daily communication tools. If the quality is not good, it will bring great inconvenience to consumers.

In addition, some consumers have higher requirements for appearance and style, and mobile phone manufacturers are constantly introducing new models to cater to their tastes, because college students are young people. With the improvement of people's living standards and the decline of the age of mobile phone holders, consumers' sensitivity to price will decrease, while their requirements for appearance and style will be higher.

② Middle and low-grade products are more popular.

In the survey of mobile phone prices, we found that consumers prefer the price range from 1 0,000 yuan to 1 500 yuan, accounting for 44.5%. In addition, 29% of consumers said they would choose a mobile phone below 1000 yuan. Of course, some consumers buy high-priced mobile phones. Among them, 1500 to xx yuan accounts for 15%, and those exceeding xx yuan account for 12%.

③ The place of purchase is relatively concentrated.

The survey of places where consumers buy mobile phones shows that the places where consumers buy mobile phones are relatively concentrated, generally distributed in mobile phone hypermarkets and brand stores, accounting for 56% and 38% respectively, while others only account for 6.5%. Mobile phones are high-tech products, and it is difficult for ordinary consumers to know whether their functions are perfect and their quality is reliable. They have to take the credit and professional knowledge of salespeople as the criterion, while the salespeople in mobile phone hypermarkets or brand stores have relatively high quality, so it is easy to win the trust of consumers. In addition, the price advantage of mobile phone hypermarkets is also an important factor for students and friends to consider.

④ The brand of mobile phone is more complicated.

In this survey, I found that Nokia is the most used, accounting for 46.25%, others such as Motorola 15.00%, Ericsson 6.25%, Siemens 6.25%, Samsung 13.75%, Philips 5.00% and others 7.50%.

⑤ The use of mobile phones is relatively uniform.

The purpose of college students using mobile phones is unified. Most of the existing mobile phone users are used to contact relatives and friends, accounting for 67.7%. There are also a few people who just follow everyone (influenced by people around them) and follow the trend, each accounting for 9.8%. Parents believe that mobile phones are used to facilitate contact with children, and 58.0% of students' mobile phones are bought by parents. Similarly, students also think that having a mobile phone can facilitate communication with relatives and friends, so as to maintain the feelings of family and friends.

⑥ Mobile phone charges are generally low.

In student mobile phone families, the monthly mobile phone fee is generally low. 40% of them spend less than 50 yuan, and 88% spend less than 100 yuan. But there are also some high-spending students, 100-300 yuan accounts for 12%, and 200-300 accounts for 6%. There are basically no mobile phone charges that exceed those in 300 yuan.

⑦ Recharged cards become the main service mode, and mobile phone fees are mainly used for sending text messages.

Among the respondents, nearly 82% used prepaid cards. Similarly, 87% of mobile phone charges are for SMS service. This fully shows that students' spending power is limited.

3. Analysis of students' mobile phone family consumption power

To be exact, consumption capacity and consumption demand are closely related. When a consumer demand appears, the power to meet this demand will also arise, and we don't want to discuss it in detail. As can be seen from the above data, the consumption power of students' mobile phone families is at a high level, and the main reasons for this high consumption power are as follows:

First, with the improvement of social and economic development level and the increase of family income, the psychological desire of student consumers has increased. With the improvement of the level of economic development, the market life cycle of commodities is shortened, especially in the field of communication, and the speed of upgrading mobile phones has reached one model a week. The shortening of the market life cycle of mobile phone products has stimulated the consumption vitality of student consumers and greatly strengthened their pursuit of novelty, strangeness and beauty. The increase of family income further enhanced their confidence in consumption.

Second, the new economy, new culture and new ideas have greatly changed the overall norms of students' consumer behavior. The economic base determines the superstructure, and the new economy will inevitably correspond to the new culture, which will inevitably bring new ideas. As an e-era? E human? Influenced by the new culture under the new economy, most student consumers have the psychology of seeking novelty and innovation. Driven by this psychology, they will have a strong desire to consume all the novelty they are interested in, and this strong desire for consumption is precisely the driving force of consumption.

Third, the great richness and convenience of information also has an impact on the consumption power of student consumers. Television, newspapers, magazines, internet, radio, shops, car bodies? Advertising is overwhelming, and publicity is everywhere. Thanks to the efforts of major mobile phone manufacturers and advertisers, the information in the communication field (mainly the mobile phone market) has been greatly enriched and facilitated. Under the strong external stimulus, the consumption power of students' mobile phone families has also been improved.

Generally speaking, the consumption motivation of students' mobile phone families remains at a high level. Under this premise, combined with their previous learning in the process of consumption, it will lead to the development of one or a series of consumption motives.

4. Analysis of the consumption motivation of students' mobile phone families

Students' mobile phone families have made clear their consumption needs and strengthened their consumption ability in the learning process, and gradually formed specific purchase motives. The consumption motives of students' mobile phone families can be divided into the following four categories:

First of all, be realistic about buying motives. The survey shows that when students buy mobile phones, they pay the most attention to quality and practical functions: 39% of the respondents said that ease of use and durability are the most important; In addition, 9% people think that the quality of after-sales service of mobile phones is the key. The reasons for this purchase motivation are not only influenced by their basic consumption needs: they need to contact their families at work, but also influenced by factors such as their greater dependence on consumption, lack of experience and weak purchasing power.

Second, the motivation to seek new purchases. When student consumers buy mobile phones, most respondents think that the shape design of mobile phones, such as shape, size, thickness, material and color, should be considered first on the premise of ensuring quality. Meanwhile, 6 1% students want to have a career? A mobile phone tailored for college students? . Secondly, consider the internal functions of the mobile phone, such as whether it supports Chinese input, wap, voice dialing and hands-free functions. And most of the respondents made it clear that they would give priority to mobile phones with reliable quality, light design, novel style, fashionable color and dazzling functions when purchasing. The generation of students' motivation to buy mobile phones is closely related to the special consumption psychology of students' consumers. As most of the members of the student consumption group are aged 65,438+08-23, which is the golden adolescence with the most active and changeable thoughts in their lives, they are enthusiastic, cheerful, unrestrained and free-minded, and their living conditions in modern society have been greatly improved, science and technology have developed rapidly, and various thoughts and trends have surged, giving them a strong spirit of adventure and practice.

Investigation report on market risk analysis of college students 2 1 page. Purpose of investigation

With the rapid development of the national economy, the consumption level of college students has been continuously improved, and tourism products have been accepted by college students in terms of economic affordability. At the same time, college students have enough leisure time and strong tourism consciousness and motivation, which makes it a huge potential tourism market with broad development prospects. However, due to the limited income, it is also an indisputable fact that the consumption and profit of college students' tourism market are low. In order to better understand the current situation and characteristics of college students' tourism market,

Second, the survey object

college student

Third, the content of the investigation

1, the source of funds to support college students' tourism consumption

2. College students choose the time, frequency and mode of travel.

3. College students' views on food, accommodation, purchase and consumption in the process of traveling.

Fourth, the investigation method.

Network questionnaire

Verb (abbreviation for verb) survey time

June 20 14 1 to 3.

The results of the survey of intransitive verbs

Content summary:

With the rapid development of the national economy, the consumption level of college students has been continuously improved, and tourism products have been accepted by college students in terms of economic affordability. At the same time, college students have enough leisure time and strong tourism consciousness and motivation, which makes it a huge potential tourism market with broad development prospects. However, due to the limited income, it is also an indisputable fact that the consumption and profit of college students' tourism market are low. In order to better understand the current situation and characteristics of college students' tourism market,

The huge development potential will help travel agencies to develop the college students' tourism market and form a certain reference value.

More than 200 people participated in the online questionnaire survey, and we selected 60 questionnaires with the longest answer time for analysis. Due to the small scope of the survey, the results of this survey may be one-sided inaccurate and imperfect. The following is an analysis and summary of the data obtained from our investigation.

1, source of funds for college students' tourism consumption

Judging from the answer to the first question in the questionnaire, most college students' funds for tourism consumption are directly asked from their parents (45%) or saved from their usual living expenses (35%), and only a small part of them are earned by part-time jobs (20%). It can be seen that college students are a special tourist group, and their financial resources are mainly provided by their families, so their consumption level is not very high, and they will more or less consider whether to over-consume.

2. College students' tourism consumption patterns.

Judging from the answer to the third question in the questionnaire, more college students choose to travel by themselves (86.67%), and only 13.33% students choose to travel with a group. The survey results show that college students have a strong sense of independence and adventure and are unwilling to be bound by tour groups.

3. Travel time of college students

College students choose to travel in a wide range of time, and have enough spare time during school. According to the answer to the second question in the questionnaire, 56.67% students choose to travel on weekends and small holidays, which makes college life more substantial and colorful. 43.33% people choose to go out for leisure and basically do not travel. Therefore, college students' tourism also has great uncertainty.

4. College students' food consumption preference in the process of traveling.

According to the answer to the sixth question in the questionnaire, 65.38% students choose to eat in ordinary restaurants, 26.92% students choose to eat in restaurants near tourist attractions (usually restaurants with special features and reception teams), and only 7.69% students choose to eat in high-end restaurants. From the answer to the ninth question in the questionnaire, it can be seen that 0% students choose not to eat at all, and if possible, they can go out and find a good restaurant by themselves after consulting with the tour guide. 12.5% students choose to make do with it, as long as they are full when they come out to play, and 87.5% students choose to eat a little first and wait until they are free to find something delicious.

5. College students' housing consumption preference when traveling.

According to the answer to the fourth question in the questionnaire, 17.3 1% students will not use third-party booking websites (such as Qunar.com) to book hotels. They think that there is little difference between the water price and the booking price, and 82.69% of students will book hotels through third-party booking websites. According to the answer to the fifth question in the questionnaire, 73.08% students choose to stay in budget hotels and inns (as long as they can stay), 25.00% students choose to stay in star hotels (and stay comfortably), 1.92% students choose to stay in brand hotels under the International Hotel Group (enjoyment is the most important thing). Judging from the answer to the eighth question, 75% of the students choose how to arrange to stay in a travel agency, 25% choose to change to a higher-star hotel when the hotel star rating is too low (the difference needs to be made up), and 0% choose to stay in a high-end brand hotel when the hotel brand awareness is not high.

6. Consumption preference of college students' travel shopping.

According to the answer to the seventh question in the questionnaire, 5.77% of the students choose not to buy souvenirs or special products, 76.92% choose to buy some special products and cheap souvenirs, and 17.3 1% choose to buy something with local price advantage, which has the nature of preserving value or appreciation space (such as jade, gold and silver, high-grade artworks, etc.). ) According to the answer to the question 10 in the questionnaire, 37.50% of the students chose the shopping group and 62.50% chose the pure play group. Judging from the answers to the question 1 1 in the questionnaire, 100% students will choose to buy some local products in the comprehensive shopping mall, and 0% students will choose to shop in some high-end jade and gold and silver shops.

Seven, suggestions for college students' tourism market

1 Develop key tourism markets. In propaganda, we should highlight key scenic spots. College students pursue individuality, are curious and like adventure or exciting travel activities. Therefore, tourism enterprises can carry out adventure tourism activities such as drifting, rock climbing and exploring secrets under the condition of safety guarantee.

2 Reasonable pricing, small profits but quick turnover. Set different prices according to different time and space, use preferential prices in off-season to attract college students and make full use of tourism resources; Reduce the intuitive price of tourism products and let them pay attention to tourism projects from the heart first; College students' tourism market is concentrated, and tourism enterprises must reduce costs, make small profits but quick turnover, gain price advantage and develop on a large scale, so as to obtain greater economic profits.

3. Multi-channel promotion and cooperation with university associations to further develop the tourism market among students can not only improve visibility, but also save manpower and material resources, achieve the purpose of saving costs and achieve good promotion results; Network promotion, college students spend more time online, set up travel columns on specific websites, and provide relevant travel information for universities to browse; Use leaflets, posters and other publicity methods to publicize in canteens, stadiums and other crowd gathering places.

Sales achieve good publicity effect; Students do part-time publicity, hire college students to do part-time, and use the advantages of friends and good integrity to promote tourism projects for a long time.

Eight. Concluding remarks

College students are a very special group, and their tourism behavior has the following characteristics.

1, pay more attention to the attraction and consumption of tourist attractions;

2. Most students like traveling, and their main purpose of traveling is to seek excitement and adventure, so the main scenic spots they choose are challenging scenic spots;

3. In terms of economic expenditure, the consumption level of college students can meet the consumption of low-end tourism products, because the supply of parents is still the main source of college students' income. Because of their limited disposable economic expenditure, college students can't afford the high hotel accommodation. Although the price of individual inns is cheap, the irregular operation and complicated social environment of small hotels make college students worry about safety.

4. Most students choose indefinite time when they go out, don't like being bound, and are willing to play with their classmates. Moreover, in the process of eating, living, traveling, shopping and playing, quite a few students choose to spend money on playing.

5. At present, the school doesn't pay much attention to college students' tourism, and travel agencies also lack corresponding college students' tourism products, so the market space is very large.

& gt& gt& gt Click Next to enter the market risk analysis and investigation report of college students for more relevant contents.