摘要：大学生群体的不断壮大，使其成为了当代消费者群体中一个极为重要的组成部分。随着改革开放的进一步加深，经济的不断发展，大学生的消费行为也在悄然发生着变化，成为家庭、学校、企业普遍关注的问题。而于此同时，大学生群体有着自己独特的生活方式与生活习惯，这对其消费行为产生了较大的影响，对企业进行大学生消费行为的分析提出了更高的要求。因此，对大学生的生活方式进行调查研究，分析出当代大学生消费性为的特点成为企业面对这一消费群体是最先需要完成的任务。

　　　　本文以当代在校大学生为研究对象，运用问卷调查、数据分析等一些方式进行调查研究，通过对其生活方式、生活习惯的分析研究，寻找出大学生群体的消费特点以及发展趋势，并结合消费者心理、消费者行为以及市场营销学的一些相关知识对其进行分析，为企业提出适当的建议，使企业在将来面向大学生消费群体的销售活动中更加具有针对性和独特性，取得更好的经济收益。

关键词：大学生、生活方式、消费行为、商业思考

Abstract：The growing student population,maks the contemporary consumer gro-ups in an extremely important part. With the further deepening reform and opening up the economy continues to develop,students are quietly consumer behavior is changing, as t-he family, school, businessissues of common concern. And this same time, college stude-nts have their own unique lifestyle and habits, theirconsumption behavior that had a grea-ter impact on the business analysis of consumer behavior for college students put forwar-d higher requirements. Therefore, the lifestyle of college students to investigate and stud-y of college studentsout of the characteristics of the consumer to become the face of thi-s consumer group is the first to complete the task.

　　　　This contemporary college students as the research object, the use of questionnair-es, data analysis, research and some other ways，through their lifestyle and life habits ofanalysis and research to find out the student population and trend of developmentspendi-ng, combined with the consumer Psychology, consumer behavior and marketingknowled-ge of some of its analysis, make appropriate recommendations for enterprisesto enable e-nterprises to consumer groups for college students in the future, the sales activities in m-ore specific and unique, to achieve better Economic benefits.

Keywords：college students、Lifestyle、Consumer  behavior、Business   thin-king