Taiyuan T Communications Corporation Campus Marketing Strategy

Among the different market segments in mobile services, the campus market has draw more attention than before. Telecom operators always take it as one of their profit sources and trial fields. One of biggest operators in China, China-telecom, had pointed that the the campus market would be a strategic market after the running of all-business in2009. The other operators agreed it as well. There are36universities in TaiYuan city, including382127students and20767teachers. According to the average ARPU of40, the whole market has a profit of16,000,000. There are more than100,000freshmen from all of the country coming to start their college life. If all of them had applied for services in same telecom operator, it means the company could finish20%-30%of their annual development plan in September in every year. So it is important to TaiYuan T Communications corporation to research the campus market.The paper argues that most of telecom operators take rough marketing strategy which choose the pricing as core. They like to make usual decisions without considering of the population demands. The campus market in TaiYuan was classified into four categories:broadband institutions, strategic institutions, common institutions, information technology universities. But it does not focus on the campus users’demands and behaviors. In this paper, we deeply classify the consumers by their behaviors which were conducted from analyzing the campus users’bill. Then, we would like to organize a poll in ShanXi University, TaiYuan University of Technology, North University of China, ShanXi University of Finance&Economics in which we intend to find out the students’demands. Based on the two kinds of information, we would like to work out suitable campus market strategy to TaiYuan T Communications corporation.