基于大学生消费行为分析的河北移动通信公司校园营销策略研究

发布时间：2018-01-24 10:09

本文关键词： 消费行为电信服务校园营销策略　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着国内电信行业重组完成,三大运营商三足鼎立的竞争局势基本形成。面对有限的国内通信市场,运营商之间竞争日趋激烈,如何发挥自身优势,巩固并提高市场份额及扩大收益,成了每位电信人面临的难题和挑战。校园市场虽然是低端市场,但它一方面可以转化为中高端市场,另一方面长尾效应明显。石家庄市做为河北省会,学校数量多,校园人数多,校园通信市场已经成为各大电信运营商的必争之地。另外,河北移动公司的新生开户数据显示,大学生的开户数和使用业务情况在不同高校存在显著差异,其中石家庄铁道大学的新生开户数相对于其学生规模来说明显偏低,该校的消费者行为模式研究为提高河北移动在河北高校中的市场占有率具有重要意义。本文依托消费者行为理论和市场营销知识,从分析大学生消费者的消费行为模式入手,采取问卷调查的方法调查大学生对电信业务选择的影响因素,分析大学生业务转换的客户特征,在大学生消费模式聚类的基础上,通过不断的完善、优化现有产品和服务,展开精确化营销和市场推广。第一,阐述论文的选题背景,研究目的和意义。介绍目前国内外对大学生消费特征的研究现状,提出论文的主要研究思路和内容。第二,构建大学生的消费行为模式研究模型。论文的目的是了解大学生消费的影响因素；了解在校大学生对现有移动通信产品服务的态度和看法；了解同一学校的消费的基本情况；了解社会群体对大学生消费行为的影响。模型设计中,借鉴卢因关于人类行为模型及其基本影响因素的研究理论,构建包括宏观因素、营销因素和个体特征因素三部分的研究框架。依据该模型,设计调查问卷。第三,大学生消费行为模式分析。本部分依据调查问卷对大学生的消费行为模式进行分析。首先是调查数据的处理,采用SPSS统计软件作为分析工具进行统计分析；接着是信度和效度分析；然后利用描述性统计分析、因子分析、聚类分析消费行为模式及其影响因素。第四,设计河北移动公司进行校园营销的详细策略。首先是现有校园营销策略分析,考虑竞争对手的营销策略,在总结已有经验和失败的基础上,提出营销思路,从产品、渠道和客户关系维护方面构建营销策略。
[Abstract]:With the completion of the restructuring of the domestic telecommunications industry, the three major operators of the competition situation has basically formed. Facing the limited domestic communication market, the competition between the operators is becoming increasingly fierce, how to give play to their own advantages. Consolidating and increasing market share and expanding revenue has become a problem and challenge for every telecom person. Although the campus market is a low-end market, it can be transformed into a high-end market on the one hand. On the other hand, the long-tail effect is obvious. Shijiazhuang as the capital of Hebei Province, the number of schools, the number of campus, campus communication market has become a major telecommunications operators. According to the new student account opening data of Hebei Mobile Company, there are significant differences in the number of college students' account opening and use business in different universities. The number of new students of Shijiazhuang Railway University is obviously lower than that of their students. The study on consumer behavior pattern of Shijiazhuang Railway University is of great significance for increasing Hebei Mobile's market share in Hebei universities. Based on the theory of consumer behavior and marketing knowledge, this paper begins with the analysis of consumer behavior patterns of college students, and investigates the influencing factors of college students' choice of telecommunication business by means of questionnaire. This paper analyzes the customer characteristics of college students' business transformation, on the basis of the clustering of college students' consumption patterns, optimizes the existing products and services, and carries out accurate marketing and marketing promotion through continuous improvement. Firstly, the background, purpose and significance of this thesis are described. The present situation of the research on the consumption characteristics of college students at home and abroad is introduced, and the main research ideas and contents of the thesis are put forward. Second, construct the research model of college students' consumption behavior pattern. The purpose of this paper is to understand the influencing factors of college students' consumption. To understand the attitude and views of college students on the existing mobile communication products and services; Basic information on consumption in the same school; To understand the impact of social groups on the consumer behavior of college students. In the model design, draw lessons from the research theory of human behavior model and its basic influencing factors, including macro factors. The research frame of marketing factor and individual characteristic factor. According to this model, the questionnaire is designed. Third, the analysis of consumer behavior patterns of college students. This part is based on the questionnaire to analyze the consumer behavior patterns of college students. First, the processing of survey data. The SPSS statistical software is used as the analysis tool to carry on the statistical analysis; Then the reliability and validity analysis; Then, descriptive statistical analysis, factor analysis and cluster analysis are used to analyze the consumption behavior pattern and its influencing factors. 4th, the design of Hebei Mobile Corporation for campus marketing detailed strategy. First, the existing campus marketing strategy analysis, considering the marketing strategy of competitors, on the basis of summing up the experience and failure. Put forward marketing thinking, build marketing strategy from product, channel and customer relationship maintenance.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G645;F713.55

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