The Research Of Communication Company Sales Strategy Based On The College Segment

With the rapid development of science and technology and the improvement ofpeople’s living standard, the mobile communication business has becomeindispensable communication tool for consumers. In recent year, the three majoroperators strengthen the depth of mining potential customers while invest more ininfrastructure construction, to make the market tends to saturation. In this competitiveenvironment, how to maintain existing customers and seize market share fromcompetitors become the key growth strategy of every operator. For the marketsegments, one is that the number of market users with high mobility is increasing,most of them will change or start a new SIM card when them enter college, whichprovides an opportunity for operators to enlarge their market share; On the other hand,because of college students’ own characteristics so that the demand of theircommunication products and services showing a personalized features, how to meetthese needs has become an important problem to a operator.Take the3high school in Shaoyang as research object, at first, to make full useof the two tools of PEST model and the Five Force model, to analyzed marcoenvironment, the industry environment and competitive environment, next takeSWOT to evaluate the strength, then put forward the sales tactics of how to improvethe competition of Shaoyang mobile from product, price, channel and promotion.Finally, in order to ensure the successful implementation of the marketing strategy, weput forward the guarantee measures in four aspects. Specifically, one is to strengthenthe maintenance efforts of campus relationship; two is to optimize the continuedadvance of campus ability reinforcement; three is to promote competition andcooperation; four is to further consolidate the basic management work.Based on the analysis of the Shaoyang mobile marketing strategy, not only has astrong guiding significance to the company’s marketing, but also can guide otherprovinces and cities to draw up marketing strategy about college segment.