Research On Marketing Strategy Of WLAN Service In University Market

In recent years,with the rapid Development of intelligent mobile terminals,the number of wireless terminals in colleges and universities has increased significantly,and WLAN(Wireless Local Area Network)networks have also Become an indispensable way for college teachers and students to access the Internet.Whether in student Dormitories or other scenarios on Campus,users’ Demands for wireless networks are getting higher and higher,and using the network anytime and anywhere has Become an urgent need for college teachers and students.Based on this Demand environment,the Continuous investment of WLAN equipment manufacturers has made the university market saturated,and the traditional sales model is increasingly inapplicable to ordinary universities in some places.In this fiercely Competitive environment,how to maintain the existing user stickiness and increase in Demand in the university market and seize the market share of Competitors has Become a key issue for the Business growth of various WLAN equipment manufacturers.This thesis adopts the method of Combining service marketing theory and Case practice to study HCTX’s Change from the traditional WLAN sales model to the sales model of an operator service provider that provides WLAN access to colleges and universities.HCTX is a new model in which university users pay network usage fees in exchange for investment returns,to avoid the Competitive environment of original equipment sales,and to provide users with satisfactory and high-quality operational services,thereby obtaining more sustainable income.This thesis first introduces the Background and significance of the topic selection,summarizes key Concepts and related literature,and sorts out the research problems,Content and framework,then introduces the Basic situation and Business Development of HCTX,and analyzes HCTX through STP method.The Company’s target market segmentation,target market selection and target market positioning explain the reasons why HCTX Chooses ordinary Colleges and higher vocational Colleges as the target market.Then it Describes the Current situation of HCTX’s WLAN Business marketing strategy from the perspective of 7Ps,and uses the PEST model and the five forces model to analyze the macro environment,industry environment and Competitive environment of HCTX in Depth and Detail.Service Marketing Theory and WLAN Marketing Theory Carry out the Company’s product(Product),price(Price),Channel(Place),promotion(Promotion),personnel(People),service process(Service Process)and tangible Display(Physical Evidence)Analysis,put forward the problems and Causes of HCTX marketing,and improve product Differentiation,pricing Diversification,Channel standardization and reduce agent Dependence through seven strategies;at the same time increase promotion interaction and Differentiation,increase Professional skills training of senior personnel,improvement of incentive mechanism,optimization of service process and platform integration,improvement of scene image Display and increase of Display frequency and other marketing strategies,help each link of the Company put forward improvement suggestions to improve the Competitiveness of HCTX Company.This thesis mainly uses the service marketing theory to analyze the Current situation of HCTX’s WLAN Business marketing,and puts forward specific suggestions for improvement.This research not only has strong practical guiding significance for the Company’s marketing,but also provides reference for other related Companies in the process of formulating marketing strategies in the university market.