随着移动通信市场的发展，校园市场已经成为各大运营商抢夺新增用户的重 点战场，移动通信的的竞争也愈发激烈。从目前的竞争态势来看，校园市场的竞 争已不再呈现单一的区域竞争，已经逐渐演变成为全业务、多层次的竞争，已由 过去的“价格战”转变为以“品牌、渠道、服务”为主的竞争。中国移动作为目前市 场上的主流移动通信运营商之一，为了应对电信市场不断加剧的竞争，其基于高 校市场的营销策略必须进行改进。 本研究结合广州移动白云分公司高校市场的实际情况，对当前阶段的校园市 场发展现状，发展趋势和面临的机遇等进行分析，提出了适合高校市场并顺应当 前发展形势的解决方案。在理论意义上，本文以广州移动白云分公司高校市场作 为具体研究对象，通过对高校市场横向和纵向的数据研究以及对客户群体的消费 行为的研究，提出并制定针对该校校园市场的营销策略，从而推动电信业在高校 校园市场营销理论的进步。从实践上来看，本研究是建立在对广州市白云区若干 高校大学生市场的深入调查及广州移动现有业务的深入调查上展开的，通过营销 政策的制定、营销流程的规划，到具体的营销人员的管理、成本的投入，再到实 现有效地提高移动用户在高校市场的占有率和存活率，最终实现广州移动在该校 校园市场中的主导地位。 关键词：移动通信；高校；营销策略ii LIST OF ABBREVIATIONS 4G =The 4th Generation Mobile Communication Technology 5G = The 5th Generation Mobile Communication Technology CRM = Customer Relationship Management CMCC= China Mobile Communications Group Co.,Ltdiii TABLE OF CONTENTS ABSTRACT.......................i 摘要.i LIST OF ABBREVIATIONS..........................ii TABLE OF CONTENTS iii 目 录..............................vi LIST OF TABLES........... ix 表 目 录.......................x LIST OF FIGURES......... xi 图 目 录.................... xii Chapter I Introduction....... 1 1.1 Research Background and significance............................. 1 1.1.1 Research background............... 1 1.1.2 Research significance...............2 1.1.3 Research framework................ 2 Chapter II Literature Review............................4 2.1 Theoretical basis of marketing strategy............................. 4 2.1.1 4P Marketing strategy.............. 4 2.1.2 4C Marketing theory................ 4 2.1.3 Market segmentation theory.... 5 2.2 Literature review on college students’ consumer behavior.............................. 7 2.2.1 Consumer behavior.................. 7 2.2.2 Consumption behavior of college students............. 9 2.3 Research on Campus Marketing....... 11 Chapter III Analysis on the Marketing Environment of China Mobile Guangzhou Company in the Universities in Baiyun District............................14 3.1 The organizational structure of China Mobile Guangzhou Company (Baiyun Branch) and research background.......... 14 3.1.1 The organizational structure of China Mobile Guangzhou Companyiv (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 analysis22 4.1.1 College students’ preference in campus communication consumption ......................... 22 4.2 Performance of China Mobile Guangzhou Company (Baiyun Branch) in the college market......... 24 4.3 Comparison of the marketing strategies of the three major operators and analysis of consumer behavior............... 25 4.3.1 Guangzhou Mobile autumn college marketing strategies....................25 4.3.2 Guangzhou Telecom autumn college marketing strategies..................26 4.3.3 Guangzhou Unicom autumn college marketing strategies.................. 27 4.3.4 Comparison of the strengths and weaknesses of the major operators..27 4.4 Consumers analysis of China Mobile Guangzhou Company (Baiyun Branch): Research and findings.............................29 4.4.1 Questionnaire results..............29 4.4.2 Weak attraction of preferential policies of mobile products in the campus market.31 4.4.3 Indefinite target customer positioning and imprecise marketing.........32 4.4.4 Failure to timely follow up the service to the existing users............... 33 4.4.5 Monotonous marketing policies in the campus marketing.................. 34 Chapter V Suggestions on the Marketing Strategy of Guangzhou Mobile in the Marketing 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 5.2 Combine brand and consumer behavior theory to achieve precision marketingv .. 38 5.2.1 Gain college students’ trust in products with brand advantages.......... 38 5.2.2 Guide college students to cultivate correct consumer awareness of mobile products.............................. 39 5.2.3 Adopt consumer psychology to attract college students to purchase the products and services......................40 5.3 Integrate public resources in campus for promotion........42 5.3.1 Provide students with part-time job opportunities in Mobile Company ......................... 42 5.3.2 Establish a campus marketing team...................... 42 5.3.3 Establish good public relations with universities to grasp the promotion opportunities................. 43 5.4 Optimize the marketing strategy during freshman-welcoming period with the promotion and channel theory................ 43 5.4.1 Train an efficient campus marketing team for publicity in advance....43 5.4.2 Vigorously develop online marketing—We-Chat marketing and Mobile store marketing...................44 5.4.3 Actively carry out offline marketing -- combining on-site promotion with cross-industry cooperation..... 45 Chapter VI Conclusions.. 48 6.1 Major findings....48 6.2 Limitations......... 49 6.3 Suggestions for further research....... 50 REFERENCES................ 51vi 目 录 ABSTRACT.......................i 摘要.............................. ii LIST OF ABBREVIATIONS.........................iii TABLE OF CONTENTS.iv 目 录............................ vii LIST OF TABLES......... viii 表 目 录......................ix LIST OF FIGURES...........x 图 目 录......................xi 1. 绪论.............................. 1 1.1 选题的研究背景与意义................... 1 1.1.1 研究背景. 1 1.1.2 研究意义. 2 1.1.3 研究框架. 2 2. 相关理论综述.............. 4 2.1 营销策略理论基础........................... 4 2.1.1 4P 营销策略............................ 4 2.1.2 4C 营销理论............................ 4 2.1.3 市场细分理论......................... 5 2.2 高校学生消费者行为的文献回顾.... 7 2.2.1 消费者行为的含义................ 7 2.2.2 高校学生群体的消费行为.... 9 2.3 校园营销的相关研究......................11 3. 广州移动白云区高校校园市场营销环境分析...................... 14 3.1 广州移动白云区分公司组织架构和研究背景............ 14 3.1.1 广州移动白云区分公司组织架构......................14 3.1.2 研究背景.............................. 15 4. 广州移动白云分公司在高校市场竞争分析.......................... 22vii 4.1 大学生的消费行为及分析............. 22 4.1.1 大学生在校园通信消费方面的偏好..................22 4.2 广州移动白云区高校校园市场经营状况.................... 24 4.3 三大运营商营销策略比较与消费者行为分析............ 25 4.3.1 移动秋季高校市场营销策略..............................25 4.3.2 电信秋季高校市场营销策略..............................26 4.3.3 联通秋季高校市场营销策略..............................27 4.3.4 各大运营商优劣势对比.......27 4.4 广州移动白云分公司消费者分析：调查与发现.........29 4.4.1 调查问卷情况.......................29 4.4.2 校园市场移动产品的优惠政策吸引力不强......31 4.4.3 目标客户定位模糊，没有做到精准营销..........32 4.4.4 对存量用户的服务未能及时跟进......................33 4.4.5 校园营销中制定的营销政策的形式单一..........34 5. 广州移动在高校市场营销中的营销策略的建议.................. 36 5.1 通过产品和优惠政策增强对学生的吸引力................ 36 5.1.1 实施多元化的产品策略........36 5.1.2 推出个性化的产品优惠政策..............................36 5.2 品牌结合消费者行为理论做到精准营销.................... 38 5