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1、伴随中国经济的飞速发展，人均消费水平日益提高，人们对财富的理解逐渐发生了变化，对金钱和奢华的过分追求成为了一部分人的生活日标。“炫耀”这一古老而又新潮的消费现象正日益引起关注。而近年来，中国人群中还出现了一个显著的炫耀性消费趋势，即正H益呈现低龄化倾向，并且在校大学生群体中尤为显著。论文分析了当代“80后”大学生炫耀性消费文化的形成，主要是受到消费主义、大众传媒的影响以及大学生自我身份认同感的驱使而产生的。炫耀性消费具有超前性、非必需性、追求商品的符号象征性、受人众传媒的影响和推动性等特征。人学生炫耀性消费主耍表现为日常生
2、活求时尚、上档次以及人际交往摆排场、搞攀比。并从企业的发展角度，探讨适合人学生这一目标市场的营销策略：产品策略，包括开发新颖的产品、采用独特性的产品标志和设计风格等等；价格策略；渠道策略，包括设计有限覆盖的渠道架构和网上销售；促销策略，包括广告策略、公共关系、时尚推广和实施有效的诱导；以及创新式营销策略。对于满足人学生炫耀性消费需要，促进企业发展具有良好的现实意义。关键词：大学生；炫耀性消费；营销策略ABSTRACTWiththerapiddevelopmentofChina'seconomy,andincreasingp
3、ercapitaconsumptionlevels,people'sunderstandingofwealthgraduallychanged,withexcessivepursuitofmoneyandluxurytobecomeapartofpeople'slifegoals.HShowingofftheoldandtrendyconsumerphenomenonisgrowingcauseforconcern.Inrecentyears,theChinesepopulationisalsotheretobeasig
4、nificanttrendofconspicuousconsumption,thetendencyincreasinglyinyoungerage,andgroupsofcollegestudentsisparticularlysignificant.Thispaperanalyzesthecontemporary"after80nstudentsoftheformationofconspicuousconsumptioncultural,ismainlyduetoconsumerism,theimpactofpublic
5、media,andthesenseofidentityandself-drivenofthecollegestudents.Conspicuousconsumptionhasfeatureslikeinadvance,non-essential,thepursuitofasymbolicsignofgoods,andbytheimpactofpublicmediaandpromotion,etc.Students'conspicuousconsumptionmainlybehavesas,thedemandoffashio
6、nandongradeforthedailylife,andinterpersonalcontactwithengageincomparisons.Andfromperspectiveofbusinessdevelopment,thetargetmarketofcollegestudentsforthemarketingstrategyas:productstrategy,includingthedevelopmentofinnovativeproducts,usingtheuniquenessoftheproductlo
7、goanddesignstyle,etc;pricestrategy;channelstrategy,includingthelimitedcoverageofthechannelstructuredesignandonlinemarketing;marketingstrategies,includingadvertisingstrategies,publicrelations,fashionpromotionandimplementationofeffectiveinduction;andinnovativemarket
8、ingstrategies.Tomeettheneedsofstudents5conspicuousconsumption,andtopromoteenterprisersdevelopmentarebothwithgoodpracticalsignificance.Keywords:collegest
