Abstract: Based on the data of 536 questionnaires, the consumer psychology of college students on Shangluo city Carya cathayensis Sarg. handicraft is analyzed and the marketing strategy of Carya cathayensis Sarg. handicraft is discussed. The results show that consumer's product cognition, quality cognition, brand preference, novelty hunting preference, way preference, cultural preference, marketing recommendation and advertising effect have significant positive effects on purchase behavior; the price preference has positive but not significant effects on purchase behavior; the origin cognition, experience preference and family friend recommendation have negative but not significant effects on purchase behavior. Based on this, the suggestions of establishing a perfect quality inspection system to ensure product quality, designing both tradition and fashion to enhance cultural connotation, and carrying out multi-channel marketing publicity to expand product impact are put forward.

Key words: Carya cathayensis Sarg. handicraft, Logistic model, consumer psychology, marketing strategy, Shangluo city