Research On Campus Marketing In China

Ever since 1999, the College began a large-scale nationwide Expansion. After a few years of college increased enrollment, the number of students in Chinese colleges and universities increased dramatically. Based on the Ministry of Education statistics, the total number of Chinese university students have reached 25 million at the end of 2006, the annual growth is over 8 percent; It is predicted that by 2010 the number of students of colleges and universities in China will reach 30 million. According to the findings of the new generation of the market monitoring body at the end of 2006, college students'per capita annual expenditure amounted to 15,850 Yuan of non-tuition fees, accommodation non-consumption expenditures accounted for 50 percent to 8,000 Yuan. According to the figures estimated that 25 million college students of the total consumer market reached almost 200 billion Yuan. It can be said that, the university student groups have enormous spending power of reality, which has brought about tremendous business opportunities to the business company in China, a growing number of merchants are starting to look beyond locking this market, from clothing to beverages, from the computer to the phone, MP3 , other digital products……public university campuses have become businessmen's battleground.University student's reality expense strength should not be underestimated, while university student's latent expense value is also very huge. The comprehensive analysis from CUS21 showed that: college student groups in the concept of awareness, openness and potential commercial value are closer to the higher social status of the occupational groups, although their limited financial capacity are closer to their peers, but their ability of obtaining information and knowledge, developing the environment and the social question attention, go far beyond the same age community, which makes research on college students into groups to assess "how cultural knowledge and continuing impact of consumption concept and capabilities" of the most effective light. Students'performance relative to their peers from a higher cultural identity, a higher awareness of the value of higher cognitive experience, which pushed this group into a future society groups and new rich elite groups.Compared with other marketing segments, campus economy has different feature: tremendous potential and a strong cultural atmosphere, the prominent campus marketing personality. But in university student's consumption expenditure, the diet expense is their most main expense project, the next one is the cultural entertainment disbursement, but the expansibility, the intelligence expense's proportion is also very big, it can be said that the university student community is the contradictory entity, many opposition's characteristics unify in a body. Therefore, enterprise when carries on the campus marketing, should analyze university student's expense psychology and the expense characteristic earnestly, thus found out which way suits their brand.For those restaurants, commodity industries, trades training in schools around the industry with a sales terminal, as well as some small businesses, campus marketing is a profitable short-term need. This campus marketing industry as a market, we should focus on the marketing groups of college students the realities of purchasing power, combined with the characteristics of groups of students, to provide affordable goods and services, thus maximizing the improvement of their economic efficiency.For large enterprises, campus marketing is a long-term investment from the market, such as the IT industry, the brand clothing profession, the automotive industry. When carries on the campus marketing, cannot only depend on the campus advertisement, carries on the short-term marketing; they should unify the characteristic of the university student, raising university student's future expense idea, forming the brand to be loyal, and then making them becoming loyal consumer to the enterprise and brand in the future.Students groups as a sub-group has its own unique consumer psychology and consumer behavior characteristics: Inter-college students showed the consumer level and multilevel nature and has a strong cyclical; the needs of students and buying behavior is both independent and dependent; they also pay attention to the pursuit of innovative and inexpensive fashion at the same time ;college students with consumer groups demand and consumption of herd psychology; and personality of both the characteristics of the consumer groups also; college students motivation and consumer behavior both impulse and rational elements.The university student community's latent expense value is very huge. The survey according to the Chinese market and media research in China seven years found that Chinese society is the richest sectors account for 10-30 per cent of the total population (referring to the first class and second class), in this group, and the University has more than educated population accounts for about 40% of this group are in the wealthy class in the fast-growing, which means that the future more affluent class is highly educated, high-cultural characteristics of the crowd. University's experience quite profound influence university student's brand consciousness and the loyalty, the researcher has carried on the university student and the new rich community the contrastive analysis, discovered that the university student will be brand mold loyalty best community, but will have"the fashion"the element brand, easier to form the brand loyalty which will continue stably, will win the longer expense life cycle for own brand. At present foreign enterprises have already noted that the value of the college students, carrying out various campus marketing to develop consumer loyalty to the future, but the enterprises in our country still have not formed a group of college students for long-term goals and planning. Chinese enterprises should focus groups of college students to understand consumer psychology and consumer behavior, in light of its own products and carry out appropriate characteristics of the campus marketing, training students brand loyalty.These are some advice to our country enterprise about how to cultivate brand loyalty of the university students.Firstly, the use of human-to-human transmission, mining reference groups, looking for opinion leaders. Bedroom, friends, the class of college students have greater impact on the contact reference groups, enterprises should seize the characteristics of these groups and target the product positioning, identification and widely found in groups of views on the leaders, and make full use groups to promote communication within the corporate culture, brand image, training students loyalty.Secondly, with the coming of economic experience, experience-based marketing has become increasingly attract the attention of the people. For these university students who love new things, and love the participation, the experience of marketing enterprise is to disseminate business information, the training of effective loyalty marketing. Enterprise-marketing experience can be passed to groups of college students to participate in campus activities, through face-to-face communication and exchange, in an imperceptible receiving enterprise culture, the value of the business and thus have a favorite brand enterprises flu, formed at the level of brand attitude loyalty, which acts in the future become the attitude and action on the same brand loyalty.Thirdly, using public relations,concerning about university students'growth,cultivating brand loyalty. The university students group is a group who has a high quality,high knowledge level, they pay attention to carry out their individual value and social values, and they emphasize the unity of the individual value and social values, they also pay attention to the social report and social image of the enterprise. And public relation is just a good way to impress information and help the enterprise build up well image. The public relation marketing which aims at university students is a marketing for future, the intent of this marketing is not only increasing current sales, but exchange for the trust by sincere, establish brand image and cultivate brand loyalty. A lot of"first buying"will happen at university, the brand loyalty built up at this stage will influence the buying decision of the university students in the future, which will give a big contribution to the enterprise. Therefore, developing public relation marketing in university campus will bring favorable effect to the enterprise.