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Abstract These days college students want their phones to say something about their personalities and interests. Based on library research and questionnaire analysis of college students in Xuzhou region, this paper aims to investigate the symbolic characteristics of college students’ mobile phone consumption and basic conclusions are as follows. First, students with higher consumption level will be more likely to focus on mobile phones’ symbolic values. Second, there exists a striking difference between students at different grades in terms of their perception of mobile phones’ symbolic values, and seniors show the strongest interest for these values. Third, different reference groups can promote the outspread of symbolic values to different extents. Students and teachers can make the greatest difference in influencing these symbolic values. Last, college students tend to pay for the added value symbolized by mobile phones.
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Building on that, basic recommendations are given as follows. First, mobile phones should be positioned differently to cater to college students with different consumption levels. Second, symbolic values should be more targeted at students in higher grades. Third, particular attention should be paid to strengthen the word-of-mouth marketing among students and teachers. Fourth, to earn college students’ preference, symbolic values concerning their personalities and interests should be continuously promoted with phones.27317
Key Words: College students Mobile phone consumption Symbolic values
摘要近年来，大学生希望手机能够对个人性格特点、社会地位等有所反映，为此商家通过广告与宣传标语不断向手机注入符号信息，以此来迎合大学生的需求。本研究结合文献法和问卷法，以徐州高校大学生为主要研究对象，从手机的符号价值角度来探讨大学生手机消费的特点，并得出以下主要结论：大学生的消费水平越高，对手机的符号价值感知越高；大学生符号价值的感知情况在不同年级之间存在显著差异，大四学生最关注手机的符号价值；相关群体中，同学和老师对大学生手机的符号消费的促进作用最大；大学生有为手机符号所带来的增值价值消费的倾向。
基于手机的符号价值因素，本研究提出以下基本建议：第一，面对大学生市场，手机的市场定位要分层，对消费水平较低的学生注重功能价值的宣传，而对消费水平较高的学生注重符号价值的推广；第二，对刚入校的大一学生多推出打折促销、功能价值较高的手机，而在每学年的第二学期，针对大二大三的学生推出高档、符号价值高的手机；第三，注重同学和老师的口碑营销，营造某服务商的大联盟环境；第四，不断向手机注入青春、敢作敢当等大学生性格元素，力争大学生对手机的某一符号的消费认可。
毕业论文关键词：大学生 手机消费 符号价值
Contents
Abstracti
摘要ii
Chapter One Introduction1
1.1 Research background1
1.2 Purpose and significance2
1.3 Research framework3
Chapter Two Literature Review5
2.1 Symbol consumption theory5
2.1.1 Baudrillard’s symbol consumption theory5
2.1.2 Other symbol consumption theories7
2.2 Previous research on mobile phone consumption9
2.3 Previous research on college students’ consumption10
Chapter Three Research Design13
3.1 Research model13
3.2 Research hypotheses14
3.3 Questionnaire design14
Chapter Four Results and discussion16
4.1 Sample analysis16
4.2 Data analysis17
4.2.1 Consumption level and symbolic values17
4.2.2 Grade and symbolic values19