| Campus market is a potential market which will have a great growth, campus marketing is also an ongoing marketing process. In campus market, the competition between domestic operators of telecom is extremely fierce. In 2009, China telecom points out that campus market is a strategic market. Liaoyuan Mobile, Liaoyuan Unicom have carried out marketing activities many times on campus, but they are mostly short-term, in recent years. Based on the analysis of Liaoyuan City campus market, we can conclude that Liaoyuan telecom must develop marketing activities through the whole year in a continuous, content-rich, healthy and progressive, differentiated and protracted way to gain the success. As the telecom company entered the mobile field later, how to use different marketing methods to gain more market share is an important research topic.In the campus marketing process, by the full use of the 4P marketing theory and 4C theory, Liaoyuan telecom entered the market in a differentiating way based on the analysis of competitors. In the process of development, Adhering to the principle of attaching equal importance to the developing users and maintaining users, Liaoyuan telecom improved telecom brand awareness among consumer groups of students, enhanced customer's comprehensive service perception, foster customer loyalty in campus markets, and laied the foundation for contineous marketing on campus. Campus marketing strategy of Liaoyuan telecom is based on the overall environmental analysis of Liaoyuan campus mobile communications markets.Concerning the macro-marketing environment, it describes the history and development of Liaoyuan telecom and the natural situation of Liaoyuan mobile communications market,; Concerning the competitive environment, through the comparation and analyzation between Liaoyuan Mobile, Liaoyuan Unicom, and Liaoyuan telecom marketing strategies, Liaoyuan telecom finds its starting point of the campus marketing; Concerning the customer analysis of the campus, this paper describes the overall market in Liaoyuan City campus and analyzes the customer's consumption level and consumer behavior in campus to ensure the campus marketing's high returns. Concerning the specific market segments in the campus, this paper uses SWOT analysis, compares the Liaoyuan telecom pros and cons of school marketing policies, analyzes Liaoyuan telecom's problems within the process of campus marketing and proposes solutions to issues through the refinement of the marketing policy of competitors contrast,.Based on the analysis of the campus marketing environment, Liaoyuan telecom carryed out marketing activities correspondingly in order to accurately cut into the school market. Concerning the selection of target markets, Liaoyuan telecom choosed to enter the campus to carry out marketing activities through studies of individual schools, The innovation point is to expand markets to some middle schools. Concerning the campus marketing brand strategy, it implements China Telecom's mobile business brand ideas and customer groups on campus to deepen the campus telecommunications brand. In the products and services in marketing strategy, it takes fully account about the needs of customers and competitor's campus products, uses product differentiation strategy to distinguish between competing products, meets the actual needs of students. In service strategy, it establishes the campus account manager service system to address the campus customers who may create advisory and complaints service. Concerning the strategy of campus marketing price, entering the mobile communications market as a new army, it will use the differential pricing strategy to attract the user's eye, sign the form provided by the user when the net long and commitment to the corresponding amount of the monthly minimum consumption of low-price strategy to avoid possible risks. Concering the strategy of campus marketing promotion, we develop marketing campagins according to advance preparation, in pre-school, school, after school. Also, we have established a good relationship with the school by relationship marketing. In the channel strategy, we get rid of the existing restrictions on physical channel strategy with the introduction of a direct sales force on campus. With mobile marketing methods, we expand the outreach and increase marketing effectiveness. We also build physical channels according to plan, create direct sales force on campus and strive to reach the target market users seamless promotional coverage.Through a series of marketing activities, the campus marketing of Liaoyuan telecom has made some achievements in effectiveness in the organization and activities of the executive. Concerning the marketing organization and implementation, the company sets up a special marketing project group on campus, this project is responsible for marketing activities on campus, providing a powerful organization of protection, the work of the division of labor, to be examined to ensure the completion of the division of labor. Concerning the event effect, this paper listed the Liaoyuan telecom in the campus marketing activities and the completion of the development of specific data indicators for assessment of provincial corporate mission. Marketing activities on campus were summarized to share successful experiences and identify problems.In the campus marketing process, Liaoyuan telecom fully used the "center of all the customer needs" .From getting customers to retaining customers, Liaoyuan telecom emphasized the fact that at the same time of the development of telecom users, we can not forget the old users. User development and maintaining are both important, the two are indispensable. In the mobile communications market, the cost of maintaining old customers is far less than the cost of the development of new user. To maintain the old user can improve user perception of service, expand the brand reputation of propaganda, is conducive to the continued development of marketing. Therefore, to maintain the diversity of activities is an important measure to maintain the campus customers. Concerning 4P marketing theory and 4C marketing theory, we should take care of the marketing mix of product, price, channel and promotion, and at the sametime, we also need to concern about the customer needs, cost, convenience and communication with customers. Therefore, in the circumstances of defined marketing policy , the policy-makers should give full attention to customer perceptions. In the campus marketing process of Liaoyuan telecom, this paper introduces customer relationship management and customer asset management concepts, strengthening the construction of the campus team of client managers, maintaining relationships with customers. In the campus marketing, we use customer relationship management and customer asset management, focus on the customer satisfaction and loyalty, through detailed and effective asset management to increase our competitiveness in the campus market, and to win our business continuous development. In campus marketing , Liaoyuan telecom used different marketing methods, a series of marketing activities and achieved certain results in market share. In the future, Liaoyuan telecom should continually research and learn advanced marketing theory, and constantly improve their marketing concept to enhance their marketing competition in the market. |
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