绵阳移动公司高校大学生入学阶段营销策略研究

发布时间：2018-03-12 08:24

本文选题：移动通信　切入点：大学入学　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来常规移动通信市场日趋饱和、竞争激化,而高校移动通信市场呈现出持续高速增长态势,市场空间发展潜力巨大,各大电信运营商都将高校市场作为市场战略的重中之重,对新增用户争夺和绑定成为竞争的热点,因此高校市场的争夺出现白热化态势。深入研究高校入学阶段通信市场的营销策略,不仅能够更加有针对性的满足高校学生市场客户的需求,也有助于对中国移动更好的参与市场竞争。本文首先通过走访、问卷调查、文献资料法查询、数据分析,调研并分析了大学生的通信消费特征以及消费后行为及移动需求进行分析,并研究影响客户选择的各个因素之间的关系;在此基础上调研绵阳高校入学阶段的营销环境并分析市场竞争格局和发展趋势,明确出绵阳移动的优势和劣势,为移动公司有针对性的采取和调整市场营销策略提供第一手资料;依据市场营销和短期营销项目管理的相关理论,分析现移动在高校入学阶段进行营销的问题,并根据4Ps理论研究出此阶段包括产品、价格、营销地点和促销手段在内的绵阳高校市场入学阶段的营销策略;根据后期营销数据,分析并评价绵阳移动营销策略的效果;针对实际营销效果分析了三家通讯公司营销策略的优劣,该成果可为绵阳移动2017年入学迎新营销策略的改进提供依据,在此基础上提出以下几点营销策略的优化。本文针对高校移动通信市场的特殊性,详细分析了高校移动通信市场营销过程中客观存在的主要问题,明确了在高校开展营销活动的难点。主要提出以下几点建议供参考:1.必须对高校移动通信市场目标客户群进行细分,通过细致入微的需求分析和调研为制定针对高校学生的产品和营销策略打下坚实的基础;2.重视营销管理,尤其是营销策略制定的细化和落实;3.面对日趋激烈的竞争,绵阳移动应该进一步创新营销策略,切实抓好前置营销,创新直销队伍管理机制,最大程度的发挥出直销队伍的作用。4.绵阳移动应该与高校建立更为牢固的战略合作关系,健全完善营销团队,完善迎新保障。5.要加强营销管理,尤其是现场营销的规范化、有序化、效率化。
[Abstract]:In recent years, the conventional mobile communication market has become increasingly saturated and the competition has intensified. However, the mobile communication market in colleges and universities has shown a sustained and high-speed growth trend, and the market space development potential is huge. All the major telecom operators regard the university market as the top priority of the market strategy, and the contention and binding of the new users become the hot spots of the competition. Therefore, the competition for the university market has become more intense. To study the marketing strategy of the communication market in the stage of college entrance can not only meet the needs of the college students' market customers, but also meet the needs of the college students' market customers. It is also helpful for China Mobile to participate in market competition better. First of all, through visits, questionnaires, literature research, data analysis, This paper investigates and analyzes the characteristics of college students' communication consumption, post-consumer behavior and mobile demand, and studies the relationship between the factors that affect the customer's choice. On this basis, it investigates the marketing environment of Mianyang university entrance stage, analyzes the market competition pattern and development trend, and makes clear the advantages and disadvantages of Mianyang Mobile. To provide first-hand information for mobile companies to adopt and adjust marketing strategies, according to the relevant theories of marketing and short-term marketing project management, to analyze the current mobile marketing in the stage of college entrance. According to the 4Ps theory, this paper studies the marketing strategy of Mianyang university entrance stage, which includes product, price, marketing location and promotion means, analyzes and evaluates the effect of Mianyang mobile marketing strategy according to the later marketing data. This paper analyzes the advantages and disadvantages of the marketing strategies of the three communication companies in view of the actual marketing results, which can provide the basis for the improvement of the marketing strategies of Mianyang Mobile in 2017. On this basis, the following points of marketing strategy optimization are put forward. Aiming at the particularity of mobile communication market in colleges and universities, this paper analyzes in detail the main problems existing in the process of mobile communication marketing in colleges and universities. This paper clarifies the difficulties in carrying out marketing activities in colleges and universities, and puts forward the following suggestions for reference: 1.We must subdivide the target customer base of the mobile communication market in colleges and universities. Through detailed demand analysis and investigation, it lays a solid foundation for the formulation of products and marketing strategies for college students. 2. Pay attention to marketing management, especially the refinement and implementation of marketing strategies. In the face of increasingly fierce competition, Mianyang Mobile should further innovate the marketing strategy, do a good job of leading marketing, innovate the management mechanism of direct selling team, and exert the role of direct selling team to the maximum extent. 4. Mianyang Mobile should establish a more solid strategic cooperative relationship with colleges and universities. Improve the marketing team, perfect the security. 5. strengthen the marketing management, especially the standardization, order and efficiency of the field marketing.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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