Design And Implementation Of The Marketing Programs For The College Marketing By Beijing Unicom

Post-’90students have grown up with the rapid development of the Internet, which is their most often involved media, and cell phone is their most used tool, digital life is their campus lifestyle. In accordance with incomplete statistics, there are more than1million students in143colleges and universities, including higher vocational colleges in Beijing. Every year there are approximately300thousand newly-enrolled ones. Their consumption ability, potential and influence prove to be undoubtedly important to telecom carriers.Based on the work practice of the author, this article adopts the theme of Design and Implementation of the Marketing Programs for the College Marketing by Beijing Unicom. It uses STP,4Cs and4Ps theories as the basis and makes analysis of the external environment, competition environment and target market to determine the marketing strategy of Beijing Unicom in college market, as well as making it into practice. Besides, we also make evaluation of the implementation results, so as to offer some reference and help in building marketing system for the college market.The article is divided into6sections. The first section is the Introduction, and it includes the research background, meaning and method of the research. The second section elaborates the relevant theoretical basis of the research, including the marketing environment theory, the positioning theory of the target market and relevant theories to marketing portfolio. The third section is focusing on the college marketing and problems diagnosis of Beijing Unicom.The fourth section elaborates the design of the marketing programs of Beijing Unicom on the college market. The fifth section expounds the implementation of the marketing programs while integrating the PDCA theory. Lastly, by integrating the result of the business goals and market research evaluation, it sums up experience, finds out flaws and looks into the future work.Special explanation:the article studies the College Marketing refers to the students.