作为非常特殊的消费群体, 大学生的消费理念非常特别。这些人非常活跃,

作为非常特殊的消费群体, 大学生的消费理念非常特别。这些人非常活跃, 尽可能地体现个性特点, 夸耀个人的价值观念。大学生是电商平台消费的特殊群体，并且大学生具有不同的消费理念。大学生消费理念超前,更多的体现出个性无拘无束,彰显不同的消费理念。由于大学生所具有的一系列购买行为特性, 获得了电商平台的亲赖。本文第一部分主要阐述电商平台的概念和优势，大学生目前主要使用的电商平台，以及分析电商平台未来发展趋势。第二部分从营销刺激因素、情境因素、个体因素分析了影响大学生购买行为的因素。第三部阐述了电商平台目前主要的营销策略，深入细致的分析了场景营销、造节营销、情境营销、精准营销。第四部分针对大学生购买行为的特性发现目前电商平台在营销中存在的问题。第五部分细致深入地为电商平台在营销中存在的问题提出合理的改进建议。第六部分展望未来电商平台的发展。

As a very special consumer group, college students' consumption concept is very special. These people are very active, reflect their personality characteristics as much as possible and boast about their personal values. College students are a special group of e-commerce platform consumption, and college students have different consumption ideas. The consumption concept of college students is advanced, which more reflects the unrestrained personality and highlights different consumption concepts. Due to a series of purchase behavior characteristics of college students, they have won the support of e-commerce platform. The first part of this paper mainly expounds the concept and advantages of e-commerce platform, the e-commerce platform mainly used by college students at present, and analyzes the future development trend of e-commerce platform. The second part analyzes the factors affecting college students' purchase behavior from marketing incentives, situational factors and individual factors. The third part expounds the current main marketing strategies of e-commerce platform, and deeply and carefully analyzes scene marketing, festival making marketing, situational marketing and precision marketing. The fourth part finds the problems existing in the marketing of e-commerce platform according to the characteristics of College Students' purchase behavior. The fifth part puts forward reasonable improvement suggestions for the problems existing in the marketing of e-commerce platform. The sixth part looks forward to the development of e-commerce platform in the future.

As a very special consumer group, the consumption concept of college students is very special. These people are very active, showing their personal characteristics as much as possible and boasting about their personal values. College students are a special group of e-commerce platform consumers, and college students have different consumption ideas. College students' consumption ideas are ahead of schedule, which shows their unrestrained personality and different consumption ideas. Because of a series of purchasing behavior characteristics of college students, they are favored by e-commerce platform. The first part of this paper mainly expounds the concept and advantages of e-commerce platform, the e-commerce platform mainly used by college students at present, and analyzes the future development trend of e-commerce platform. The second part analyzes the factors that affect college students' purchasing behavior from marketing stimulus factors, situational factors and individual factors. The third part expounds the main marketing strategies of e-commerce platform at present, and deeply and meticulously analyzes scene marketing, festival marketing, situational marketing and precision marketing. In the fourth part, according to the characteristics of college students' purchasing behavior, the problems existing in the marketing of e-commerce platform are found. The fifth part puts forward reasonable improvement suggestions for the problems existing in the marketing of e-commerce platform. The sixth part looks forward to the future development of e-commerce platform.