外文翻译---大学生的消费观.doc

科技外文文献consumption among college studentswe college students are the generation that will take the responsibility to develop our country. besides, we are also the consumers of tomorrow. it really has something to do to get to know what the college students want, how they get the information of the products, and their consumption concepts and habits. so i did a research in order to show the tendency of college students consumption trend. life stylethe difference between boys and girls on relaxing and entertainingsports (%)movies & tv (%)shopping (%)internet (%)traveling (%)party (%)ball (%)reading & singing (%)boys42.919.75.53.46.2girls16.73the difference between boys and girls on their idolsexplorer (%)politician (%)sports star (%)literature star (%)enterprise boss (%)artist (%)military strategist (%)scientist (%)oneself (%)boys6.616.412.4girls8.611.97.6what about going on the internet that is in fashion now among the college students? the answer is that about 93.6% students have visited the internet. the average time the students spend on the internet is around 6.7 hours, while the most is 78 hours.the most common place where the students choose to visit the internet is the net bars near the campus (48.2%). home ranks second (23.5%), followed by the dormitory (10%).the purposes of visiting the net are listed following: reading the news (27.2%), browsing the reference book (23.7%), chatting (16.6%), sending and receiving e-mails (12.5%), playing games (8.5%), downloading pictures and software (4.2%).consumption concepts and consumption habitsthe places where consumers buy items are the problem which businessmen are interested in as well as consumers. the research shows that the supermarkets are the places that the students visit most. the reason lies not only in its cheap and complete items, but in it free shopping style as well. whats more, the supermarkets have already appeared in some universities. as a result, more than 77.5% students regard supermarket as their favorite when they are shopping. on the opposite, only about 15% students will go to those big shopping centers to buy things. thats probably because most colleges lies far from the city, and its not convenient for students to go to those shopping centers.then how do students get information about products on campus? the research show that most students get this kind of information around their dormitory building (32.4%), and canteen and teaching building are the other two main resource of the information. its interesting that the result goes well with the students life style in college: dormitory-canteen-classroom, three points a line. the students working busily among those places and gain the information that may have something to do with their shopping conception and habits.advertisement plays a important part in students consuming conception for they are the generation which grow with the impact of ads.tv has no doubt the biggest affect on the students consuming, followed by propagating materials, newspapers, outdoor advertisement, net advertisement, and so on.as we all know, advertisements can stimulate consuming. over 40% students will try to buy the product that is introduced by the advertisement or will directly buy the product because of the advertisement. if we take those who do not have the regular favorite brand into consideration, the impact advertisements have on the students will surly be even greater. if we look into the problem that what will mostly make the students consume, we will find that the goods on sale have the greatest affect, while giving presents is also useful.shopping online and shopping by telephone are the newly born things which have not appeared until the resent years.shopping onlineshopping by telephoneaccept completelyaccept partlydo not acceptaccept completelyaccept partlydo not accept6.676.514.614.667.415.8and there are also some factors that may not occur a few years ago, such as mobile phones and laptop computers, which can show the consumption concepts and habits of college students.now more than half of the college students have or once had mobile phones, and sending short messages is their favorite service: more than 62.6% students have used this function. about 57.4% students are for the prices sake, 46.6% are attracted by its convenience, while 21.2% use it just for fun. and computers are also common among college students. the purpose of using computers are listed below: study (39.5%), entertainment (15%), internet (12.1%), others (2.4%).consuming abilities of college studentsl lthe average living expense of 2800 college students is 570 yuan per month, with the least 210 yuan and the most 4550 yuan.l l l l200500l l5001000l 10012000l l 2000l 34.7%l 43.1%l l 15.1%l 7.7% the usual consumption of college studentsdietclothingentertainmentnewspapers & magazinescomputers & internetcigarette $ wineothers42.3%15.6%10.6%10.3%7.1%9.4%4.7% if you think these cannot represent the college students consuming abilities, then lets have a look at the following research:about 49.7% students now have or once had mobile phones. among those whose use mobile phones, about 36.7% use motorola, the types are listed : 2988 (8.8%), t190 (2.4%), t191（4.6%）, v998（3.8%）, v8088（2.1%）, others（13.4%）.22.5% use nokia, the types are: 8210（5%）, 8250（10.6%）, 8310（0.5%）, 3310（2.6%）,others（3.8%）.11% use siemens, the types are: 3618（1%）, 6688（1.2%）, 3508（1.6%）, 3568（0.5%）, 3518（1.6%）, 2118（3.4%）, s1088（1.6%）, others（0.1%）.the number of the college students who have credit card is beyond our imagination.about 37.1% students have their own computer, with the average cost of 4640 yuan. the most expensive computer cost 22000 yuan. from the research, we can find that college students consume mostly around their campus. and they are becoming more and more interested in their living quality. their consumption ability is beyond our imagination, and quite a number of students have their own computers or mobile phones. besides, the number of credit cards college students have is really to our surprise. we can draw the conclusion that college students really have a great impact on todays market society. a businessman who can master the college students taste will be a successful one. in recent yearfindingsstudents consumption is not irrationalstudents have a high degree of brand loyaltystudents focus more on fashion consumptionanalysis1. on the total spending gap between rich and poor. students on the overall spending concentrated in the 350 500 yuan and 500 yuan to 800 yuan in this range, less than 350 yuan or more than 1,200 yuan polarization is relatively small. the record amount of spending by poor students is basically less than 350 yuan. poor hygienic living standards and purchasing power is quite different from an ordinary student. (2. diet large overhead. whether or not poor hygiene, food expenditure in total consumption accounted for the majority, which is in line with health spending constituted. the survey found that college students are also caught its own to go out to eat dinner, and asking the students to an upsurge of expenditure in this area, though not large, but also contributed to the high consumption of one of the reasons college students, which shows college students have come to has a social communicative aspects of consumption.3. communication network became too costly. surveyed the crowd of mobile phone ownership rate of 92%, 70% of poor students also have mobile phones. the survey found that most of the students focused on the monthly phone costs 50 yuan to 100 yuan, poor students generally able to control mobile phone costs 50 yuan. 14% of the students also have a monthly cell phone charges as high as 150 yuan.4. play money, love money gradual growth. with the concept of tourism into the modern consumer, college students have gradually had to spend in this area. it is understood that students will be traveling an average of twice a year, followed by traveling with a group or with 32 friends on his trip. in addition, the survey accounted for 30% of college students fell in love, for love, the cost of their monthly 200 yuan 350 are high. this is a contemporary college students in the emergence of a less rational consumption. students active in their thinking, to have a strong desire to learn new things, like the pursuit of fashion, consumption, ingratiate oneself strong, entertainment consumption, the proportion of total spending much. conclusion1. the consumption structure of university students to keep up with the trend of social development, and social integration. as can be seen from the survey, college students go out to dinner, invited to eat with friends, travel, communication networks, cost more, just like college students has become a small community, college students more aware of early exposure to some of the new society consumption patterns of life, and then early integration into society. the bank cards, credit cards and other consumption patterns have also been welcomed students can be seen, college students, as an active community group, although the economic strength failed to keep pace with society, but has long been on the consumer awareness and social development in sync.2. the rational consumer is still the mainstream consumer. college students most of the money is used for eating, but not that much fun in spending. thus, college students, or fully aware of their own mission, or the study of knowledge-based, rather than indulging in play. as the spending power is limited, students will be more cautious when spending as much as possible selective and will not blindly seek expensive, or just focus on low prices rather than focus on quality. therefore, consumption is a more rational consumption of the mainstream students.3. consumer present to the diversified development. students in the realization of food and clothing, it is also apparent consumption of dressing up in this regard. as a well-read book, lucky saints who have learning i will not forget to stroll school supplies shops and bookstores, in order to obtain various kinds of certificates, of education of university students has become a charge consumption hot spots. part of the hand kuanyu students will also have some fight back, head, such as cameras, mp3 and other digital products. can be seen that the consumption-oriented college students gradually diversified development.4. love expenses are too high. college students a solid beginning for romance and love to please discuss lovers pay a love money is relatively high, it is very unreasonable of university students as part of consumption expenditure, the monthly cost of living due to falling in love a lot of people college students make ends meet. this kind of irrational consumption will lead to the formation of a false value, easy for college students that love is built on top of money. therefore, love should be to stop the phenomenon of excessive spending. students pose an unreasonable consumption of factor analysis1) the social impact of negative consumption trend. first of all, the students is very high consumption is due largely because the community as a whole consumption structure is irrational. at present, the emphasis on high consumption, which contributed to the student-oriented error comparisons between the wind. in addition, the present-day society with overdraft popular consumption patterns, college students have a keen eye on social trends of the group, combined with the relative lack of self-judgment, if there is no proper guidance, it is easy to get into the consumer from errors.2) the consumption of the campus atmosphere of catalytic wrong. school is also a rapid spread of consumer habits and methods of a mediator. university, which are generally the same age groups, college students have a stronger appeal. its population size and value of individual behavior are often college students as an important frame of reference. once the comparisons of the wind, and the pursuit of brand-name of the wind, inviting guests into the wind with the signs of students, college students will be emulated. coupled with a general lack of higher education in the consumption of establishing a correct view of university students of education. even with similar education, but in general are not deep enough or educational significance is not strong.3) the parents of an extension of the concept of improper spending. families develop their children grow up generally lack the proper education of consumer attitudes. the traditional family is the focus primarily on education, child moral education, the modern emphasis on family education is the moral, intellectual, physical, multi-faceted culture, but it has always been a family education is a relatively weak link in the cultivation of the child consumer. in addition, many parents themselves do not have a healthy ideas about consumption. parents are afraid that worse than the others, prefer to eat less frugal use, to allow our children the same as with the other children dressed, eat well, play well, and thus contribute to the child lavish spending habits.中文译文大学生的消费观我们这一代的大学生既肩负着建设祖国的重任，同时也是未来的消费者。这里很有必要了解大学生想要什么，他们如何获得产品的信息，以及他们的消费观和消费习惯。因此我做了一项研究来表明大学生的消费趋势。生活方式男孩和女孩在放松和娱乐方式上的区别运动（%）电影或电视（%）购物（%）上网（%）旅游（%）聚会（%）舞会（%）阅读和唱歌（%）男孩42.919.75.53.46.2女孩16.73男孩和女孩在对待他们偶像上的区别探险家政治家体育明星文艺明星企业家艺术家军事策略家科学家自己男孩6.616.412.4女孩8.611.97.6现在大学生流行上网的情况如何？答案是96.3%的学生都曾访问过互联网。大学生上网的平均时间在6.7个小时左右，最多达78个小时。大学生上网去的最常见的地方是学校附近的网吧（48.2%），选择在家上网位居第二(23.5%)，选择宿舍上网紧跟其后(10%)。上网的目的列举如下：看新闻(27.2%)，浏览参考书(23.7%)，聊天(16.6%)，收发邮件(12.5%)，打游戏(8.5%)，下载图片和软件(4.2%)。 消费观和消费习惯消费者购买商品的地方是商人和消费者都感兴趣的问题，研究表明超市是大学生去购物最多的地方，其原因在于它不仅物美价廉而且购物方式自由。并且，超市已经在一些大学里出现了。由于这一原因，超过77.5%的大学生将超市购物视为他们的最爱。相反，只有15%的大学生去那些大型购物中心去买东西。这可能是因为大多数的大学都远离市区，大学生不方便去那些购物中心。那么大学生如何足不出学校就能获得产品的消息呢？研究表明大多数人在他们的宿舍楼附近获取这一类消息，食堂和教学楼是另外两种信息的主要来源。有意思的是这项研究符合大学生 宿舍-食堂-教室 三点一线的生活方式。他们繁忙地穿梭于这些地方，并获取相关的信息，这些都和他们的购物观和购物习惯息息相关。广告在大学生的消费观上起着重要的作用，因为他们是同广告的形象一起成长的一代人。电视无疑已经是影响大学生消费观德最大因素，其次是宣传单，报纸，户外广告，网络广告等等。总所周知，广告可以刺激消费。超过40%的大学生都会购买广告介绍的产品，或者直接购买广告宣传的产品。如果我们不把那些定期喜爱的商业品牌考虑在内的话，广告对大学生的影响竟会更大。如果我们进一步研究影响大学生消费最大动因的这一问题，我们会发现在售商品影响力最大，同时送礼物也会很有效。网上购物和电话购物是最近几年才出现的一种新生的购物方式。网上购物电话购物完全接受部分接受不能接受完全接受部分接受不能接受6.676.514.614.667.415.8还有其他的因素，比如说移动电话和笔记本电脑虽然几年前还没出现过，现在却影响着学生的消费观和消费习惯。目前多余一般的大学生拥有一两部手机，发短信是他们最爱的服务，超过62.6%的大学生使用这一功能。57.4%左右的学生是出于价格的缘故，46.6%被其方便性所吸引，同时21.2%使用它只是为了好玩。同时大学生使用电脑也很普遍。使用电脑的目的列举如下：学习(39.5%)，娱乐(15%)，上网(12.1%)，其他(2.4%)。大学生的消费能力 2800个大学生的月平均生活费为570元，最低210元，最高达4550元。l 200500l 5001000l 10012000l 2000l 34.7%l 43.1%l 15.1%l 7.7% 大学生的日常消费饮食衣服娱乐报纸和杂志电脑和网络烟酒其他42.3%15.6%10.6%10.3%7.1%9.4%4.7%如果你认为这些还不能表现出大学生的消费能力的话，那么我们就来看看下面的研究。现在大约49.7%的大学生已用过一两部手机。最这些使用手机的人当中，36.7%的人使用的是摩托罗拉，型号如下：2988 (8.8%), t190 (2.4%), t191（4.6%）, v998（3.8%）, v8088（2.1%）, 其他（13.4%）.大约22.5%的人使用诺基亚，型号如下：8210（5%）, 8250（10.6%）, 8310（0.5%）, 3310（2.6%）,其他（3.8%）.11%的人使用西门子，型号为：3618（1%）, 6688（1.2%）, 3508（1.6%）, 3568（0.5%）, 3518（1.6%）, 2118（3.4%）, s1088（1.6%）, 其他（0.1%）. 大学生使用信用卡的数量简直不可思议。大约 37.1%的大学生拥有他们自己的电脑，每台电脑的平均价格为4640元，最贵的电脑价格达22000元。从研究中我们发现，大学生大多数在他们的学校周围消费，并且他们越来越关注自己的生活质量。他们的消费能力超乎我们的想象，相当一部分的大学生已经拥有了他们自己的电脑或手机。另外，大学生拥有信用卡的数量着的是令人惊讶。因此我们得出的结论是大学生确实对现在的市场社会影响重大。一位能掌握新大学生品味的商人将会是一个成功的人。最近几年的发现：大学生的消费观不合理大学生拥有高度的品牌忠诚