| With the continuous progress of science and technology,People’s Daily life is more and more inseparable from mobile phones,which brings the development of the communication industry.Mobile,Unicom,Telecom firms to seize market and fierce competition,how to give full play to their own characteristics in the communications market advantages,at the same time of solid existing customers,grab a bigger share of the market,increasing the company’s income,achieve greater profit space,has become a major communication companies need to face and solve practical problems.There are a group of young people between the ages of 18 and 24 who are eager to learn.These young people have strong consumption power and are more fond of mobile phone technology products.Therefore,China Mobile,China Unicom and China Telecom companies take university campus as an important position for their business expansion.No matter which communication company gets the big cake of university campus,it will surely bring the company bigger and more sustainable market income in the future.Colleges and universities in Liaoning gather students from all over the country.According to the statistics at the end of 2020,there are 194 universities of various kinds in Liaoning Province,which play a certain role in China’s higher education,especially adult and private higher education.Liaoning Mobile Company is a leading enterprise in the industry.Based on the huge market of college students’ demand for communication products,it is of certain theoretical and practical significance to carry out research on the marketing strategy of the mobile company based on the consumption behavior of college students.Based on this,this paper carries out the campus marketing strategy research of Liaoning Mobile Communication Company based on the consumption behavior of college students.The research of this paper uses literature research method,questionnaire survey method,interview method,comparative analysis research method,combined with domestic and foreign related mobile companies based on the marketing strategy of college students’consumption behavior,as well as campus marketing strategy research,to clarify the research content and research ideas of this paper.The basic framework of consumer behavior research,the main factors affecting consumer buying behavior,the American consumer psychology and behavior expert D.I.Hawkins’consumer behavior model,people-oriented service concept and other consumer behavior theories,as well as marketing strategies such as undifferentiated target marketing strategy,differentiated marketing,concentrated marketing,customized market and other marketing theories as the basic theory of this study.Design and carry out a questionnaire survey to analyze the source of living expenses and consumption level of college students,the use of telecommunications services,the marketing factors of telecommunications services consumption;The consumption pattern of college students is analyzed according to the division of student group and the clustering of customer consumption behavior.It is concluded that the consumption of college students is unique,the market is potentially huge,the campus culture is unique,and the college market does not exist exclusivity.In view of the current situation of campus marketing of mobile communication companies,this paper analyzes the business situation of campus communication market,product strategy,channel strategy,price strategy,promotion strategy and marketing strategy of competitors of mobile communication companies.Found that verbal communication corporation’s campus in product strategy,price strategy,channel strategy,promotion strategy and the problems existing in the marketing strategy,from the improvement of the organizational structure,a variety of promotional methods coexist,the development of new products,business,personalized custom services,customer satisfaction and loyalty,perfect incentive system and so on six aspects,put forward the strategies of the mobile campus marketing company. |
PDF Full Text Request