Research On College Campus Marketing Strategy Of Xuzhou China Unicom

With the rapid development of science and technology,product updating speed goes faster and faster.Since 2009,Chinese Unicom WCDMA-3G network with its unique advantages has made great progress.However,at the beginning of 2014 China Mobile with huge user amount pre emptive breaks into the college and university market by developing 4G business,which undoubtedly brings great challenges to China Unicom campus market.Meanwhile the country raised "Internet + " strategy also brought a rare opportunity for the telecommunications industry.All Operators invested a lot of resources to snatch the college market that launched a new round of the competition.This paper takes Xuzhou China Unicom college campus market as the research object by adopting SWOT analysis method.It analyzes the Xuzhou China Unicom's external environment,internal environment and the current market situation by focusing on Xuzhou college campus target customer group characteristics and personalized requirement by way of questionnaire survey.The analysis indicates that the demand of campus market user groups shows a very significant difference,especially in the aspects of surf flow,personalized packages and combination products,etc.On the basis of analysis,it is found that Xuzhou China Unicom college marketing business has the problems of unreasonable product structure,too high marketing cost,low brand effect,inconvenience for user,and not so good communication service,etc.Therefore it studies and elaborates Xuzhou China Unicom campus marketing combination strategy of present stage by adopting 4C marketing theory and integrated marketing communication theory.Finally it concludes that Xuzhou Unicom must effectively discover and capture the user demand,closely pay attention to market opportunities brought by socialized marketing,user-oriented,convert the user demand into enterprise opportunities timely by combining its own resources and capabilities and performing user experience job well to obtain customer satisfaction and loyalty.This research brings a certain reference value for China Unicom developing and maintaining college campus market in second or third-lined cities.Meanwhile it has certain guidance significance to the development of same type of enterprises.