毕业论文-电子商务对国内在校大学生消费习惯的影响分析.doc

高 职 毕 业 实 践 报 告大学生消费习惯的影响分析姓 名学 号学 院应用科技学院专 业计算机信息管理 实 习 单 位北京联合大学校内指导教师企业指导教师2015年3月 21日12摘 要随着计算机技术和通讯技术的飞速发展，人们的生活方式发生了深刻的变化，从一般的在线购物到复杂的电子商务，网络购物在当今的社会中作用日益突现。随着我国社会经济的快速发展，网络购物已成为在校大学生的主要消费途径之一。越来越多的人认可、使用网络购物并将其列为主要消费途径也促使着电子商务在当下社会的飞速发展。本文是在2014年12月至2015年3月期间，通过发放调查问卷、查阅资料等方式对85后在校大学生和90后在校大学生在网购领域消费的相关调查。通过对调查数据的整理，对85后在校大学生和90后在校大学生在网购领域的消费差异进行分析，阐述电子商务在这5年间的变化和发展，并通过数据分析电子商务的发展对在校大学生购物、生活的影响。关键词：85后在校大学生 90后在校大学生 大学生网购 电子商务 目 录1引言32调查分析概述42.1调查经过和调查方式42.2被调查人员人数分布状况43 85后在校大学生和90后在校大学生在网购领域的消费分析53.1网购产品类型53.2 85后在校大学生网购商品主要类型53.3 90后在校大学生网购商品主要类型64 85后在校大学生和90后在校大学生在网购领域消费差异的分析74.1时间的差异74.2商品类型差异75通过对比数据浅析近5年来电子商务的发展85.1数据对比85.2浅析5年来的发展86浅析电子商务的发展对大学生网购习惯的影响10致 谢11参考文献121引言电子商务是基于国际互联网环境中的 B/S 架构开发出来的一种应用方式。在电子商务这种新型的商业运营模式中，买卖双方可以互不谋面地进行各种商务活动，可以全程实现消费者的网上购物、在线电子支付等商贸环节。电子商务将国际互联网开放性、全球性、低成本、高效率的特点引入到商贸领域，对商业运作模式产生了深远影响，同时也被各行业广泛运用。大学生作为具有巨大潜力的消费群体，其在网购领域消费观念的变化正反应着当下电子商务领域的发展状况。通过浅析近五年的在校大学生在网购领域消费的差异，就可以看出五年来电子商务的发展过程。作为未来社会的主角，大学生的消费观念对电子商务的未来发展起着非同小可的作用，所以仔细分析大学生的消费观念对电子商务的未来发展有着重大意义。2调查分析概述2.1调查经过和调查方式 此次调查选取了北京联合大学3个校部和北京城市学院作为主要调查院校。调查对象是这些高校中的专科生、本科生和研究生。本次调查以微信平台网络调查问卷为主。调查问卷100份，收回有效问卷86份，问卷收回率86%。本次调查搜集了大量的第一手资料和原始数据。网络调查从2015年1月初开始，到2015年3月1日结束，随后于3月2日到7日完成对100份问卷的数据统计和分析， 2015年3月30日完成初稿。调查方式：此次调查方式采用问卷调查、实地调查、网络调查、参考资料等方式，并以问卷调查为主，调查问题多样、丰富，涵盖面广。统计和分析方式以手动人工阅览方式，记录并筛选数据做出统计并得出结果。2.2被调查人员人数分布状况85后在校大学生90后在校大学生大一生大二生大三生大四生大一生大二生大三生大四生14%12%10%4%21%19%12%8%3 85后在校大学生和90后在校大学生在网购领域的消费分析3.1网购产品类型大学生网购消费的主要产品包括：电子产品、服装、食品、图书、网络虚拟物品。1.电子产品：国内最大的市场资讯及研究分析服务提供商CTR公司的市场研究发布的2006中国大学生调查报告显示，大学生对电子数码产品表现出了极大的热情，每学期平均花费1485 元，占一学期花费（不含学费、生活费、学习用品及住宿费用）总额的54.8%2.服装：当代大学生作为具有较高的文化层次、鲜明的个性、独特的价值观和审美观的一个独特的社会群体，更加注重自己的形象。服装服饰可以在一定程度上帮助大学生树立形象，展示个性，扩大社交影响。所以服装消费所占比例达54.17%。大学生标新立异，追逐时尚，勇于冒险，其他社会调查显示，大学生正在成为引领服装服饰消费潮流的一支生力军。3.食品：民以食为天，大学生也不例外。大学生最主要的消费还有日常餐食。虽然平时大部分时间都在学校学生食堂用餐，但是学生到校外就餐以及叫外卖，仍是大学生饮食消费中必不可少的一部分，每月有此经历的大学生比例近100%，而且各种形式的聚餐也是饮食消费的一个重点。4.图书：随着我国教育制度的越来越完善，教科书已呈现多样化的需求趋势，单一教科书已经不满足强调素质教育的教育理念，很多大学生买教科书已不只是通过消防购买，网购、书店淘二手书、“漂书”等省钱的妙招层出不穷，这其中，网购教科书已成为大学生逐渐热衷的新方式，大部分原因是因为网上购书很便宜，并且种类繁多，并且操作简单，不需要到处去找书，既方便又实惠。5.网络虚拟物品：由于计算机技术和网络技术的飞速发展，当代大学生业余时间的娱乐方式大多为网络平台娱乐，随之催生的就是网络虚拟物品的购买，网络虚拟物品即在特定的虚拟环境中产生的商品，实际上虚拟商品并不存在但它可以满足人们内心的某种需求，而这些商品大致可分为三类：游戏商品、网页商品、环境商品。由于对虚拟商品的需求，再加上网购的虚拟商品更便宜实惠，所以网络虚拟物品也成为当下在校大学生网购的主要商品之一。3.2 85后在校大学生网购商品主要类型85后大学生就读大学的时间基本在2004年至2008年之间，在此期间这是电子商务的稳定期。通过调查问卷的数据统计和分析表明，85后在校大学生的网购商品的类型主要为电子产品和服装，其中以电子产品占67%，其购买的主要原因是网络商城里电子产品的种类齐全，并且价格实惠，是值得网购的商品。其次就是服装和化妆品类，占26%其购买的主要原因在于种类多，有很多在实体店中买不到的商品类型都可以在网络商城里购买到，并且价格也在可以接受的范围内。当代大学生作为具有较高的文化层次、鲜明的个性、独特的价值观和审美观的一个独特的社会群体，更加注重自己的形象。独特鲜明的服装服饰可以在一定程度上帮助大学生树立形象，展示个性，扩大社交影响，所以服装的多样性为85后在校大学生网购服装的主要原因。85后在校大学生网购商品类型电子产品服装食品图书网络虚拟物品其它67%26%2%3%1%13.3 90后在校大学生网购商品主要类型 90后大学生就读大学的时间基本在2008年以后，此时段由于3G网络的蓬勃发展促使电子商务进入了成熟的时期，可以购买的商品种类也大大增加。通过调查问卷的数据统计和分析表明，90后在校大学生网购商品的类型主要为电子产品、服装、网络虚拟物品、食品和服装。其中电子产品居首位，占24%，其原因主要为电子产品在网上的价格便宜，并且可以货比千家，而且很多电子产品的大厂商开通了网络旗舰店，在保证品牌质量的同时还可以享受向厂商要货的一手价，新鲜又实惠，对于喜爱体验新事物的90后大学生吸引力很强。网购产品类型居于次位的是服装类，占21%，90后在校大学生个性张扬、独特，需要能展现个性的服装，而网络商城里服装种类的多样化、系统化和搜索简单化刚好满足了90后在校大学生对服装的需求，同时公道的价钱和多重化的比较也吸引着大学生去网上购买。排名第三位的是网络虚拟物品，占19%，现在大学生业余娱乐基本以网络平台为主，所以衍生出了网络虚拟物品。在网络商城中同样可以购买网络虚拟物品，并且价格低廉，操作方便。由于电子商务的日益发展、完善，许多90后在校大学生尝试着在网络商城里购买食品，由于食品的种类繁多，而且有很多来自不同地方的特色美食，所以吸引力不少大学生购买品尝。随着网络商城的操作方便化，很多90后在校大学生不在去书店里寻找图书，而且在网络书城里搜寻图书，网络书城的书种类齐全，搜寻方便，价钱又合理，所以越来越多的大学生选择在网络商城购买图书。90后在校大学生网购商品类型电子产品服装食品图书网络虚拟物品其它24%21%17%15%19%4%4 85后在校大学生和90后在校大学生在网购领域消费差异的分析4.1时间的差异85后大学生就读大学的时间基本在2004年至2008年之间，在此期间这是电子商务的稳定期，电子商务逐渐以从传统产业B2B为主体，标志着电子商务已经进入了可持续性发展的稳定期。但是此时期电子商务的涵盖领域小，操作上并不是十分便捷，并且安全保障方面存在一些漏洞，所以导致85后在校大学生网络购物商品的类型和次数受到了限制90后大学生就读大学的时间基本在2008年以后，此时期是电子商务的成熟期，由于3G网络的蓬勃发展促使全网全程的电子商务V5时代成型，电子商务已经受到国家高层的重视，并提升到国家战略层面。电子商务进入了成熟的时期后，网购的商品类型有了很大的拓展，操作也十分便捷，并且在安全保障方面也有了进一步的完善，所以90后在校大学生可以选择多种类和频繁的进行网络购物。4.2商品类型差异 由于85后在校大学生时处电子商务发展的稳定期，受到操作过程和安全保障两个方面因素的制约，购买商品的种类受到限制，购买的商品大多数为电子产品和服装，购买原因大多数为价钱便宜，种类齐全。90后在校大学生时处电子商务发展的成熟期，操作过程简便化，安全保障也得到了提升，所以购买商品的次数和种类也有了拓展，大致包括电子产品、服装、网络虚拟物品、食品和图书，购买原因大多为价格公道、品牌保障、种类齐全、方便快捷。5通过对比数据浅析近5年来电子商务的发展5.1数据对比85后在校大学生的网络购物种类大致为电子产品和服装。90后在校大学生的网络购物种类大致为电子产品、服装、网络虚拟物品、食品和图书。通过对比85后在校大学生网络购物的种类和90后在校大学生网络购物的种类可以发现，5年来在校大学生在网络购物的种类得到了很大的拓展，从此可以反映出电子商务在这五年来的发展与完善。5.2浅析5年来的发展在2004-2009年中，电子商务逐渐以从传统产业B2B为主体，标志着电子商务已经进入可持续性发展的稳定期。电子商务进入全程电子商务阶段。随着 SaaS（Software as a Service）软件服务模式的出现，软件纷纷登陆互联网，延长了电子商务链条，形成了当下最新的“全程电子商务”概念模式。自09年起3G的蓬勃发展促使全网全程的电子商务V5时代成型，电子商务已经受到国家高层的重视，并提升到国家战略层面。电子商务的发展进入了智慧阶段。2011年，互联网信息碎片化以及云计算机愈发成熟，主动互联网营销模式出现，i-Commerce（individual Commerce）顺势而出，电子商务摆脱传统销售模式生搬上互联网的现状，以主动、互动、用户关怀等多角度与用户进行深层次沟通。其中以 IZP 科技集团提出的 ICE 最具有代表性。近5年来电子商务的发展趋势更广阔的环境：人们不受时间的限制，不受空间的限制，不受传统购物的诸多限制，可以随时随地在网上交易。更广阔的市场：在网上这个世界将会变得很小，一个商家可以面对全球的消费者，而一个消费者可以在全球的任何一家商家购物。更快速的流通和低廉的价格：电子商务减少了商品流通的中间环节，节省了大量的开支，从而也大大降低了商品流通和交易的成本。更符合时代的要求：如今人们越来越追求时尚、讲究个性，注重购物的环境，网上购物，更能体现个性化的购物过程。“十二五”时期，我国电子商务行业发展迅猛，产业规模迅速扩大，电子商务信息、交易和技术等服务企业不断涌现。2010年中国电子商务市场交易额已达4.5万亿元，同比增长22%。2011年我国电子商务交易总额再创新高，达到5.88万亿元，其中中小企业电子商务交易额达到3.21万亿元。2012年第一季度，中国电子商务市场整体交易规模1.76万亿，同比增长25.8%，环比下降4.2%。2012年第二季度，我国电子商务市场整体交易规模1.88万亿，同比增长25.0%，环比增长7.3%。截止到2013年底，中国电子商务市场交易规模达10.2万亿，同比增长29.9%。其中，B2B电子商务市场交易额达8.2万亿元，同比增长31.2%。网络零售市场交易规模达18851亿元，同比增长42.8%。排在前十的省份（含直辖市）分别为：广东省、江苏省、北京市、上海市、浙江省、山东省、湖北省、福建省、四川省、湖南省。截止2013年12月，电子商务服务企业直接从业人员超过235万人。由电子商务间接带动的就业人数，已超过1680万人。2013年电子商务市场细分行业结构中，B2B电子商务占比80.4%；网络零售交易规模市场份额达到17.6%；网络团购占比0.6%；其他占1.4%。电商扶持政策将出台：国家发展改革委2013年5月28日表示，13个部门将出台系列政策措施，从可信交易、移动支付、网络电子发票、商贸流通和物流配送共5个方面支持电子商务发展。产业洞察网发布的中国电子商务行业调研报告显示，2011年中国内地电子商务持续快速增长，交易额突破8万亿元，同比增长 31.7%。国家发展改革委2013年5月28日表示在可信交易方面，国家工商总局正在会同有关部门， 推进电子商务交易主体、客体和交易过程中基础信息的规范管理和服务；质检总局也在着力研究建立电子商务交易产品基础信息的规范化管理制度，建立基于统一产品编码体系的质量公开制度；商务部着力推进信用监测体系的建设。在移动支付方面，中国人民银行正在针对当前移动支付快速发展的需求，研究制定移动支付发展的具体政策，引导商业银行、各类支付机构实施移动支付的金融行业标准。在网络电子发票方面，国家税务总局正在进一步研究推进网络电子发票试点，完善电子发票的管理制度和标准规范；财政部研究完善电子快捷档案的管理制度等一系列的规章制度。在商贸流通领域，商务部会同有关部门进一步完善交易、物流配送、网络拍卖领域的电子商务应用的政策、管理制度和标准规范。在物流配送方面，国家邮政局正在重点研究建立重点地区快递准时通报机制，健全电子商务配送系列保障措施，同时创新电子商务快递服务机制。6浅析电子商务的发展对大学生网购习惯的影响伴随着电子商务在中国的快速发展，大学生在网上购物的人数越来越多，购买商品的种类也越来越丰富，大学生的需求与购买行为具有强大的自主性和独立性，具有求实、求廉、求变、求新、求美、求名的心理。在现今的网购中大学生通过逛网店就能够满足自己的基本所需。而网购价格更便宜、足不出户就有人送货上门也是大学生网购的主要原因。在网上购物就可以充分了解自己多感兴趣的商品，包括产品的外观、规格、参数、功能和价格等。不近如此，网购中的商品容易查找给大学生节省了更多的时间和精力，免除了舟车劳顿，还有机会买到在市场上很难寻觅的商品。而最主要的还是网购的成本低廉。网上的商品与传统的商品相比会相对便宜，因为网络可以省去很多传统商店无法省去的相关费用，已商品的附加费用有所降低，成本也就降低了。而网站间的竞争多少也会给大学生带来便宜的商品。总体来讲电子商务的发展让大学生的网购更加丰富、便捷，增加了大学生网络购物的数量和种类。致 谢自2012年末至今，我的毕业设计从最初的设计调查问卷，到数据统计工作，再到编写论文的初稿、二稿以及三稿，直至最终成文定稿，无一处不饱含着李宇红教授的精心批改和谆谆教诲，老师时常能在我思绪混乱或思路茫然的时候面带一副快乐的笑容，传授点亮灵魂般的建议和一针见血的点评，这不仅让我学到了“学术立身”的严谨，更让我体会到一种对待困难的淡然和面对生活的圆融乐观。受益匪浅。同时要感谢10实验班同学们能够利用课余时间帮助我填写调查问卷，并提出自己宝贵的见解。参考文献为你提供优秀的毕业论文参考资料，请您删除以下内容，O(_)O谢谢！A large group of tea merchants on camels and horses from Northwest Chinas Shaanxi province pass through a stop on the ancient Silk Road, Gansus Zhangye city during their journey to Kazakhstan, May 5, 2015. The caravan, consisting of more than 100 camels, three horse-drawn carriages and four support vehicles, started the trip from Jingyang county in Shaanxi on Sept 19, 2014. It will pass through Gansu province and Xinjiang Uygur autonomous region, and finally arrive in Almaty, formerly known as Alma-Ata, the largest city in Kazakhstan, and Dungan in Zhambyl province. The trip will cover about 15,000 kilometers and take the caravan more than one year to complete. The caravan is expected to return to Jingyang in March 2016. Then they will come back, carrying specialty products from Kazakhstan A small art troupe founded six decades ago has grown into a household name in the Inner Mongolia autonomous region. In the 1950s, Ulan Muqir Art Troupe was created by nine young musicians, who toured remote villages on horses and performed traditional Mongolian music and dances for nomadic families. The 54-year-old was born in Tongliao, in eastern Inner Mongolia and joined the troupe in 1975.He says there are 74 branch troupes across Inner Mongolia and actors give around 100 shows every year to local nomadic people. I can still recall the days when I toured with the troupe in the early 80s. We sat on the back of pickup trucks for hours. The sky was blue, and we couldnt help but sing the folk songs, Nasun says. The vastness of Inner Mongolia and the lack of entertainment options for people living there, made their lives lonely. The nomadic people were very excited about our visits, Nasun recalls. We didnt have a formal stage. The audience just sat on the grass. Usually, the performances became a big party with local people joining in. For him, the rewarding part about touring isnt just about sharing art with nomadic families but also about gaining inspiration for the music and dance. Ulan Muqir literally translates as red burgeon, and todays performers of the troupe still tour the regions villages and entertain nomadic families, but their fame has spread around the world. On May 16 and 17, nearly 100 singers and dancers from the troupe performed at Beijings Poly Theater. Their show, titled Ulan Muqir on the Grassland, depicted the history and development of the art troupe. Being from the region allowed me to embrace the culture of Inner Mongolia and being a member of the troupe showed me where I belonged, Nasun, the art troupes president, who is also a renowned tenor, tells China Daily. During a tour in 1985, he went to a village and met an elderly local man, who told him a story about his friendship with a solider from Shenyang, capital of Northeast Chinas Liaoning province, decades ago. The solider gave the old man a handmade saddle when they bid farewell. The story inspired Nasun to write Carved Saddle, a song that later became one of his most popular numbers. Now, every year, Nasun recruits young singers and dancers for the troupe. The troupe has also designed a new repertoire, which is mostly based on the daily lives of Mongolian people, especially the lives of nomadic families, and has combined contemporary musical elements with folk songs of the region. Haimu, a 25-year-old khoomei (a local variant of overtone singing) singer, joined the troupe three years ago. Along with a six-member band, he performs fast songs and soft ones that he writesall while playing the horse-head fiddle.Although I learned the piano since childhood and grew up listening to various kinds of music, to me, the folk music of Inner Mongolia is the root, he says. Performing in remote villages is pleasant. I feel at home on the boundless grasslands, and the warm people there make me feel fulfilled. The first round of spring auction season in Beijing ended last week, but it failed to create much spring in the art market. Although two pieces of Chinese painting fetched more than 100 million yuan, the decline in trading volume and sale rate showed a downturn this year. In the “Grand View: Chinese Painting Highlight” session at China Guardian 2015 spring auctions, Pan Tianshous representative work Eagle, Rock and Flora hit a record auction price of 279 million yuan, while Li Kerans masterwork Jinggang Mountain fetched 126.5 million yuan, an unexpected high in recent years. However, the trading volume fells to 1.87 billion yuan from 2.22 billion yuan in the same period the year before. The Huangchen 2015 Spring Auctions, which recorded 42.5 million yuan in total sales, experienced the same. The section number went down to 5 from 12 compared to last year. According to expert Shao Jianwu, the art market did not attract much excitement this year due to the booming stock market and the persistent problems of forgery and fake deals. The two pieces of Chinese painting notched up high price this spring due to their own value not due to a revival in the market. The successful transaction of two works with a hammer price of more than 100 million yuan once again confirms that valuable and rare works of high quality always earn the long-lasting high price. Chinese painting and calligraphy is still the pillar of the market. However, the overall sales rate has dropped slightly, which reflects the demand for the ordinary auction goods has weakened,” said the president of China Guardians Hu Yanyan. Besides, the entry of new buyers also makes certain changes to the direction of purchasing. In a word, the overall market trend is very unpredictable. Although China Guardian 2015 Spring Auctions has achieved remarkable results, it does not mean that the market has walked out of the predicament. We still have to wait for the big economic boom to invigorate the art market.” Even so, the hot pursuit of some special items appeared this spring. A special session of China Guardian Spring Auctions titled “Fine GiltBronze Buddhist Images” achieved a great deal with total sales volume of 41.89 million yuan and 92 percent sale rate. The 5th Shamar Rinpoche Statue from 16-17th century of Tibet was sold for 5.06 million yuan. The Beijing Chengxuan Auctions featured almost 2,800 items of coins and stamps in three sessions with good sale rate. The Huachen Auctions also set a special session of photographs under the condition of large-scale decline of auction sessions. There was a palpable dull thud of disappointment that accompanied the return of the imperial entourage of Zhen Huan to her homeland. It followed a couple years of hushed excitement as Chinese fans were fed tidbits about their proud concubine who was supposed to conquer the high ground of the North American market. Zhen Huan is, of course, the title character of The Legend of Zhen Huan, a 2011 television series that swept China off its feet and later took other Asian countries by storm. Two years ago, it was reported that HBO, a premium cable service headquartered in the United States, was going to air it in North America after some modification. Now, a condensed version that provides English subtitles but no dubbing has finally been made available on Netflix for online streaming. This version, highly anticipated as a milestone in Chinas cultural foray overseas, has been widely panned by its home audience. Retitled Empresses in the Palace, the American version has been shortened from its original 76 episodes at 45 minutes each, to six 90-minute episodes. The quick pacing threw off many native viewers, who are accustomed to a more leisurely daytime-soap-style narrative rhythm. (Chinese TV stations would run two or three episodes every day.) I did not finish the full-length version and found the truncated one not difficult to follow. Whats lost, I believe, are the interesting setups and pauses that illuminate the Chinese art of storytelling. Much of the plot is still there. It is the flavor that was sacrificed. The American edition uses the framework of the Empress Dowager in her senior years reminiscing at the beginning and the end of each episode, hinting at whats to come and recapping the key points. This device, not used in the original, is culturally understandable but artistically mediocre. What puzzles me is the two new songs for the opening and end credits. They were written in English, but sung by Chinese with an uncomfortable accent. They were obviously designed to appeal to an English-speaking base, but do not jibe with the Chinese dialogue. Speaking of the dialogue, the English translation, picked apart by some Chinese, is too literal for my taste. I can imagine a typical American hit by a flurry of royal ranks, addresses and greetings, even multiple names and titles for the same person. The first half hour must be a swamp to wade through, very much like my experience of getting through a Tolstoy tome with its endless inflections of names transliterated into lengthy Chinese. I see the choice of verbatim translation as an effort for conveying exotica. It is fairly competent, with no error that I could detect, but fails to rise above words or capture the essence of the language. A cultural product usually crosses over to a foreign territory first by an emphasis on the commonalities. But whether inside or outside China, the temptation to sell it for the differences is just too great. Sure, the sumptuous sets and costumes are a big attraction, but the narrative technique has becomehow shall I put it?a bit anglicized, which is necessary for cultural export. Judging by the responses, this legend, which, contrary to the claim of the English trailer, is totally fictitious, has departed from China but not yet landed on American shores. I am a big fan of Ralph Waldo Emersons essay titled Self-Reliance. If youve not yet read it, I strongly encourage you to do so. In this essay, the venerable Emerson talks about eschewing the trappings of society and finding ones own path. He urges the reader to find rectitude and lead a moral life. He professes that, only by being self reliant, as opposed to relying on the government and being dictated to by society, can one begin leading a decent and purposeful life. He avers that such a life is the only life worth living. I agree with him. This essay was written during a time of social upheaval in America, and it is rather odd that Emerson authored it, as he was a part of the upper crust of society at the time. It just so happened that he looked around him, at the indolence and the wantonness of the people in his circle; he wondered how in the world he came to belong there. Indeed his penning and publ