随着市场经济的发展,大学生作为现代市场中一个特殊的消费群体,有着独特消费方式和消费心理,其品牌消费日益成为他们的一种消费方式,也越来越受到社会各方面的关注。品牌是企业重要的无形资产,树立并维持一个好的品牌形象,对企业具有重大的意义。因此,研究大学生的品牌消费心理,对于企业品牌的塑造具有深远的影响。 With the development of market economy, college students, as a special consumer group in the modern market, have unique ways of consumption and consumer psychology. Their brand consumption is increasingly becoming a form of consumption and more and more concerned by all sectors of society. Brand is an important intangible assets of the enterprise, establish and maintain a good brand image, of great significance to the enterprise. Therefore, to study college students’ brand psychology has a far-reaching impact on shaping corporate brand.