广州移动公司高校市场营销策略——基于广州若干高校的案
时间：2020-09-15 来源：51mbalunwen
竞争的加剧，这种优势将逐渐减弱。移动互联网已进入成熟发展阶段。虚拟运营商已经加入市场，使得整个电信市场更加复杂。多元化的竞争导致了当前市场结构的变化。面对瞬息万变的内外部营销环境，每个经营者都应该思考这样的问题：如何稳定股市份额，深入挖掘消费者的市场需求，如何改进现有的产品和服务，提供具有市场潜力的创新产品，以及如何策划营销策略方案，开展富有成效的营销活动。
Chapter I Introduction
1.1 Research Background and significance
1.1.1 Research background
With the popularization and development of electronic information technology inrecent years, the current direction for the three major operators to occupy theuniversity market is to "keep existing users and develop potential users". Collegestudents are a specific social community that gathers individuals with similarconsumption ideas, behaviors, abilities, habits and willingness, and this group has alarge number of people with apparent consumption demand and similar consumptioncharacteristics, so it is a typical clustering market. The mobile phone is becomingmore and more important among college students. College students are avant-garde inthinking and have a strong ability to accept new things. They have their understandingof the marketing policies of operators on campus. In particular, college students'dependence on the network makes major telecommunication operators rush for hugebusiness opportunities and profit space. With the increasingly fierce competition inthe whole business, the campus market has become the key battlefield for operatorsand information service providers to compete.Due to the increasing competition in thebusiness, the campus market has become the industry operators under the first gameof competition and information service providers, and how to occupy a place in theblue ocean battle also test the wisdom of the operators.
At present, due to the dissemination of 4G and the advent of 5G, the collegemarket has the basic conditions for research and development. Therefore, based on theinevitable trend of the development of the communication market, the universitymarket should be studied as a new professional market field, which is also in line withthe needs of social development.
........................
1.2Theoretical basis of marketing strategy
1.2.1 4P Marketing strategy
4P marketing strategy is a successful and complete marketing activity proposedby Professor McCarthy, an American Marketing scholar, meaning the behavior ofplacing appropriate products and services in specific markets with appropriateproducts, prices, places and means of promotion. The main contents of 4P marketingstrategy are as follows:
Product
Product strategy mainly includes physical product, service, brand and packaging.It refers to the collection of commodities and services provided by the enterprise tothe target market, including effectiveness, quality, appearance, style, brand, packagingand specification of product, as well as service and guarantee.
Price: it mainly includes basic price, discount price, payment time, loan terms, etc.It refers to the economic return that enterprises pursue when selling products.
Place
Enterprises do not contact with consumers directly, but pay attention to thecultivation of distributors and the establishment of sales network. The contactbetween enterprises and consumers is carried out through distributors.
Promotion
Promotion refers to the communication activities that enterprises communicatewith the target market through various information carriers, including advertising,personnel promotion, business promotion and public relations, etc.
.........................
Chapter II Literature Review
2.1 Literature review on college students’ consumer behavior
2.1.1Consumer behavior
The theory of consumer behavior, also known as utility theory, studies howconsumers distribute their income among various commodities and services tomaximize their satisfaction. This theory explains why the demand curve slopes to thelower right. There are two analysis tools or methods to investigate consumer behavior:one is marginal utility analysis based on cardinal utility theory; the other isindifference curve analysis based on ordinal utility theory. In modern westerneconomic circles, the indifference curve analysis is more popular.
Demands for commodities comes from consumers, who are assumed to pursuetheir interests by rational economic behavior. The economic behavior of rationalconsumers is to make optimal choices according to their purposes and limitedresources under the given external environment. Consumers buy all kinds ofcommodities to maximize the utility or consumer surplus. When the price of a certainitem is fixed, the greater the utility consumers obtain from it, that is, the higher theevaluation of consumers on this item is, the greater the consumer surplus will be.When consumers’ evaluation of a certain item is given, the lower the price consumerpays, the greater the consumer surplus will be. Therefore, if an enterprise wants to sellits products, it needs to analyze consumers’ psychology and satisfy their preferences.Consumers’ preferences depend first and foremost on consumption fashion. There aredifferent consumption fashions in different times. Enterprises should not onlyunderstand the current consumption fashions but also be adept at discovering futureconsumption fashions. Only in this way can enterprises understand the consumerpreferences and their changes from consumption fashions, so as to develop theproducts that can meet their preferences in time. Wei Qin (2004) once put forward theconcept of “scientific telecommunication service” in her research. This notionrequires that when designing and developing telecom products, telecom enterprisesshould attach great importance to the scientific analysis, design and pricing ofproducts, and fully reflect the scientificity of product research in pricing strategies, soas to truly employ pricing as a lever to regulate market demand and product prices.On this basis, Wei Qin proposed that telecom enterprises should make clear theirproduct position, and establish a set of price strategies that are centered on eithercustomer demands or enterprise needs. Especially when pricing products, they shoulddistinguish customer-oriented and enterprise-oriented strategies.
............................
2.2Research on Campus Marketing
Campus marketing is a new concept put forward by the well-known campusmarketing organization Freshmedia based on the marketing theory. Campus marketingrefers to the marketing activities carried out targeted at college students. Enterprisesadopt marketing methods aimed at campus market to promote products suitable forcollege students in schools. Under the new market environment, traditional marketingof enterprises inevitably turns to personalized development and campus marketing isone possible result, which embodies innovation of enterprise marketing. Whencarrying out campus marketing activities, enterprises should grasp the particularityand novelty of campus marketing, work out a set of targeted marketing programs, payattention to the details of each program, and strive to obtain good marketing results.At present, China Mobile Guangzhou Company limits its product promotion incollege markets and the user group is limited to college students. After two years ofbrand promotion of the Prodigy Card, the students in Guangzhou universities arefamiliar with the product, but other groups of users in the society are not so familiarwith it. Chinese scholar Yao Qunfeng (2003), in his study on the channel selectionstrategy of telecom operators, pointed out that the differentiation of marketingstrategy should be based on the marketing channels, because to a certain extentmarketing channels affect enterprises’ publicity methods, promotion, customer service,etc. Only by selecting the marketing channels that are truly suitable for the enterprisecan a series of marketing strategies and methods of the enterprise be effectively putinto practice. Similar to Yao Qunfeng’s point of view, Fan Yuzhong (2004), in hisstudy on the basic mode of marketing channel management of telecom enterprises,pointed out that there are three main problems in the management of marketingchannels in China’s telecom enterprises, namely, the organization of marketingchannels is out of line with the enterprise’s objectives; the positioning of marketing channels is not accurate; and the marketing channel system is becoming increasinglycomplicated. Xu An and Zhang Su (2004) suggested in their research that productsspecially designed for college students should be promoted in college markets.
..............................
Chapter III Analysis on the Marketing Environment of China Mobile GuangzhouCompany in the Universities in Baiyun District..............................14
3.1 The organizational structure of China Mobile Guangzhou Company (BaiyunBranch) and research background......................... 14
3.1.1 The organizational structure of China Mobile Guangzhou Company(Baiyun Branch)............................ 14
3.1.2 Research background........................15
Chapter IV Analysis on the Competitiveness of China Mobile Guangzhou Company(Baiyun Branch) in the College Market........................ 22
4.1 College students’ consumption behavior and its analysis...............................22
4.1.1 College students’ preference in campus communication consumption................................... 22
4.2 Performance of China Mobile Guangzhou Company (Baiyun Branch) in thecollege market......................... 24
Chapter V Suggestions on the Marketing Strategy of Guangzhou Mobile in theMarketing of Colleges and Universities................................... 36
5.1 Enhance attractiveness to students through products and preferential policies...................... 36
5.1.1 Implement diversified product strategies............................................. 36
5.1.2 Introduce personalized preferential policies of products..................... 36
Chapter V Suggestions on the Marketing Strategy of GuangzhouMobile in the Marketing of Colleges and Universities
5.1 Enhance attractiveness to students through products and preferential policies
5.1.1 Implement diversified product strategies
Diversified product strategy means that enterprises increase the categories andvarieties of products, produce and operate a variety of products or businesses acrossindustries, expand their production and operation scope and market scope, give fullplay to their strengths, make full use of their various resource, improve businessefficiency and ensure the long-term survival and development of enterprises.
In the era of 4G full-service competition, it is difficult to win by relying solely oncard sets or terminal marketing. It is necessary to give full play to the integratedmarketing advantages of diversified products, therefore, diversified product strategiesshould be implemented, such as creating a combination of cards, terminals, rights andinterests package, fixed network broadband, wireless broadband and other products inone combination product system. Only in this way can corporation meet therequirements of market under the condition of full-service competition.
..........................
Chapter VI Conclusions
6.1 Major findings
With the advent of the era of full-service operation, the campus market hasbecome a must-match for the three major operators in China. For China MobileGuangzhou Company, the campus market in Baiyun District is also one of theessential markets for China Mobile Guangzhou Company (Baiyun Branch). To adoptan effective and differentiated marketing strategy to retain and expand the campusmarket share is the focus and difficulty for China Mobile Guangzhou Company(Baiyun Branch). Although its share of the campus market now exceeds 80%, thisadvantage will gradually be weakened as competition intensifies. The era of mobileinternet has entered a mature stage of development. Virtual operators have alreadyjoined the market, making the entire telecommunication market more complex. Thediversified competition has led to changes in the current market structure. In the faceof the ever-changing internal and external marketing environment, every operatorshould consider these questions: how to stabilize the share of the stock market anddeeply tap the consumer’s market demand, how to improve existing products andservices and provide innovative products with market potential, and how to planmarketing strategy programs and carry out productive marketing activities.
In the coming 5G era, China Mobile faces a series of challenges in the newcompetitive environment. In the course of business operations, data services willbecome another profit driver for China Mobile Guangzhou Company following voiceservices. Data service revenue will occupy an increasingly important position in therevenue of telecommunications operators. Researching and adopting more targetedmarketing strategies can ensure the improvement of the data business operation andpromote the profit growth of operators.
reference(omitted)
Chapter I Introduction
1.1 Research Background and significance
1.1.1 Research background
With the popularization and development of electronic information technology inrecent years, the current direction for the three major operators to occupy theuniversity market is to "keep existing users and develop potential users". Collegestudents are a specific social community that gathers individuals with similarconsumption ideas, behaviors, abilities, habits and willingness, and this group has alarge number of people with apparent consumption demand and similar consumptioncharacteristics, so it is a typical clustering market. The mobile phone is becomingmore and more important among college students. College students are avant-garde inthinking and have a strong ability to accept new things. They have their understandingof the marketing policies of operators on campus. In particular, college students'dependence on the network makes major telecommunication operators rush for hugebusiness opportunities and profit space. With the increasingly fierce competition inthe whole business, the campus market has become the key battlefield for operatorsand information service providers to compete.Due to the increasing competition in thebusiness, the campus market has become the industry operators under the first gameof competition and information service providers, and how to occupy a place in theblue ocean battle also test the wisdom of the operators.
At present, due to the dissemination of 4G and the advent of 5G, the collegemarket has the basic conditions for research and development. Therefore, based on theinevitable trend of the development of the communication market, the universitymarket should be studied as a new professional market field, which is also in line withthe needs of social development.
........................
1.2Theoretical basis of marketing strategy
1.2.1 4P Marketing strategy
4P marketing strategy is a successful and complete marketing activity proposedby Professor McCarthy, an American Marketing scholar, meaning the behavior ofplacing appropriate products and services in specific markets with appropriateproducts, prices, places and means of promotion. The main contents of 4P marketingstrategy are as follows:
Product
Product strategy mainly includes physical product, service, brand and packaging.It refers to the collection of commodities and services provided by the enterprise tothe target market, including effectiveness, quality, appearance, style, brand, packagingand specification of product, as well as service and guarantee.
Price: it mainly includes basic price, discount price, payment time, loan terms, etc.It refers to the economic return that enterprises pursue when selling products.
Place
Enterprises do not contact with consumers directly, but pay attention to thecultivation of distributors and the establishment of sales network. The contactbetween enterprises and consumers is carried out through distributors.
Promotion
Promotion refers to the communication activities that enterprises communicatewith the target market through various information carriers, including advertising,personnel promotion, business promotion and public relations, etc.
.........................
Chapter II Literature Review
2.1 Literature review on college students’ consumer behavior
2.1.1Consumer behavior
The theory of consumer behavior, also known as utility theory, studies howconsumers distribute their income among various commodities and services tomaximize their satisfaction. This theory explains why the demand curve slopes to thelower right. There are two analysis tools or methods to investigate consumer behavior:one is marginal utility analysis based on cardinal utility theory; the other isindifference curve analysis based on ordinal utility theory. In modern westerneconomic circles, the indifference curve analysis is more popular.
Demands for commodities comes from consumers, who are assumed to pursuetheir interests by rational economic behavior. The economic behavior of rationalconsumers is to make optimal choices according to their purposes and limitedresources under the given external environment. Consumers buy all kinds ofcommodities to maximize the utility or consumer surplus. When the price of a certainitem is fixed, the greater the utility consumers obtain from it, that is, the higher theevaluation of consumers on this item is, the greater the consumer surplus will be.When consumers’ evaluation of a certain item is given, the lower the price consumerpays, the greater the consumer surplus will be. Therefore, if an enterprise wants to sellits products, it needs to analyze consumers’ psychology and satisfy their preferences.Consumers’ preferences depend first and foremost on consumption fashion. There aredifferent consumption fashions in different times. Enterprises should not onlyunderstand the current consumption fashions but also be adept at discovering futureconsumption fashions. Only in this way can enterprises understand the consumerpreferences and their changes from consumption fashions, so as to develop theproducts that can meet their preferences in time. Wei Qin (2004) once put forward theconcept of “scientific telecommunication service” in her research. This notionrequires that when designing and developing telecom products, telecom enterprisesshould attach great importance to the scientific analysis, design and pricing ofproducts, and fully reflect the scientificity of product research in pricing strategies, soas to truly employ pricing as a lever to regulate market demand and product prices.On this basis, Wei Qin proposed that telecom enterprises should make clear theirproduct position, and establish a set of price strategies that are centered on eithercustomer demands or enterprise needs. Especially when pricing products, they shoulddistinguish customer-oriented and enterprise-oriented strategies.
............................
2.2Research on Campus Marketing
Campus marketing is a new concept put forward by the well-known campusmarketing organization Freshmedia based on the marketing theory. Campus marketingrefers to the marketing activities carried out targeted at college students. Enterprisesadopt marketing methods aimed at campus market to promote products suitable forcollege students in schools. Under the new market environment, traditional marketingof enterprises inevitably turns to personalized development and campus marketing isone possible result, which embodies innovation of enterprise marketing. Whencarrying out campus marketing activities, enterprises should grasp the particularityand novelty of campus marketing, work out a set of targeted marketing programs, payattention to the details of each program, and strive to obtain good marketing results.At present, China Mobile Guangzhou Company limits its product promotion incollege markets and the user group is limited to college students. After two years ofbrand promotion of the Prodigy Card, the students in Guangzhou universities arefamiliar with the product, but other groups of users in the society are not so familiarwith it. Chinese scholar Yao Qunfeng (2003), in his study on the channel selectionstrategy of telecom operators, pointed out that the differentiation of marketingstrategy should be based on the marketing channels, because to a certain extentmarketing channels affect enterprises’ publicity methods, promotion, customer service,etc. Only by selecting the marketing channels that are truly suitable for the enterprisecan a series of marketing strategies and methods of the enterprise be effectively putinto practice. Similar to Yao Qunfeng’s point of view, Fan Yuzhong (2004), in hisstudy on the basic mode of marketing channel management of telecom enterprises,pointed out that there are three main problems in the management of marketingchannels in China’s telecom enterprises, namely, the organization of marketingchannels is out of line with the enterprise’s objectives; the positioning of marketing channels is not accurate; and the marketing channel system is becoming increasinglycomplicated. Xu An and Zhang Su (2004) suggested in their research that productsspecially designed for college students should be promoted in college markets.
..............................
Chapter III Analysis on the Marketing Environment of China Mobile GuangzhouCompany in the Universities in Baiyun District..............................14
3.1 The organizational structure of China Mobile Guangzhou Company (BaiyunBranch) and research background......................... 14
3.1.1 The organizational structure of China Mobile Guangzhou Company(Baiyun Branch)............................ 14
3.1.2 Research background........................15
Chapter IV Analysis on the Competitiveness of China Mobile Guangzhou Company(Baiyun Branch) in the College Market........................ 22
4.1 College students’ consumption behavior and its analysis...............................22
4.1.1 College students’ preference in campus communication consumption................................... 22
4.2 Performance of China Mobile Guangzhou Company (Baiyun Branch) in thecollege market......................... 24
Chapter V Suggestions on the Marketing Strategy of Guangzhou Mobile in theMarketing of Colleges and Universities................................... 36
5.1 Enhance attractiveness to students through products and preferential policies...................... 36
5.1.1 Implement diversified product strategies............................................. 36
5.1.2 Introduce personalized preferential policies of products..................... 36
Chapter V Suggestions on the Marketing Strategy of GuangzhouMobile in the Marketing of Colleges and Universities
5.1 Enhance attractiveness to students through products and preferential policies
5.1.1 Implement diversified product strategies
Diversified product strategy means that enterprises increase the categories andvarieties of products, produce and operate a variety of products or businesses acrossindustries, expand their production and operation scope and market scope, give fullplay to their strengths, make full use of their various resource, improve businessefficiency and ensure the long-term survival and development of enterprises.
In the era of 4G full-service competition, it is difficult to win by relying solely oncard sets or terminal marketing. It is necessary to give full play to the integratedmarketing advantages of diversified products, therefore, diversified product strategiesshould be implemented, such as creating a combination of cards, terminals, rights andinterests package, fixed network broadband, wireless broadband and other products inone combination product system. Only in this way can corporation meet therequirements of market under the condition of full-service competition.
..........................
Chapter VI Conclusions
6.1 Major findings
With the advent of the era of full-service operation, the campus market hasbecome a must-match for the three major operators in China. For China MobileGuangzhou Company, the campus market in Baiyun District is also one of theessential markets for China Mobile Guangzhou Company (Baiyun Branch). To adoptan effective and differentiated marketing strategy to retain and expand the campusmarket share is the focus and difficulty for China Mobile Guangzhou Company(Baiyun Branch). Although its share of the campus market now exceeds 80%, thisadvantage will gradually be weakened as competition intensifies. The era of mobileinternet has entered a mature stage of development. Virtual operators have alreadyjoined the market, making the entire telecommunication market more complex. Thediversified competition has led to changes in the current market structure. In the faceof the ever-changing internal and external marketing environment, every operatorshould consider these questions: how to stabilize the share of the stock market anddeeply tap the consumer’s market demand, how to improve existing products andservices and provide innovative products with market potential, and how to planmarketing strategy programs and carry out productive marketing activities.
In the coming 5G era, China Mobile faces a series of challenges in the newcompetitive environment. In the course of business operations, data services willbecome another profit driver for China Mobile Guangzhou Company following voiceservices. Data service revenue will occupy an increasingly important position in therevenue of telecommunications operators. Researching and adopting more targetedmarketing strategies can ensure the improvement of the data business operation andpromote the profit growth of operators.
reference(omitted)
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