江西联通校园市场营销策略研究-工商管理专业论文.docxVIP

摘要 摘 要 万方数据 万方数据 万方数据 万方数据 随着通信技术的迅猛发展，移动通信市场竞争不断加剧，江西联通由于历史 经营策略问题，前期对校园市场重视程度不足，失去了绝大部分校园市场。校园 市场已基本形成江西移动一家独大的市场格局，学生市场作为一个特殊的细分市 场，具有消费集中、市场规模爆发性高等特点，校园中的大学生用户，毕业后进 入社会将有很大的可能成为运营商的中高端客户群体，且学生市场规模逐年扩大， 消费能力不断提升，校园市场的发展对运营商具有战略意义。 本文首先在提出文章研究意义和目的的前提下，对江西联通校园市场营销环 境及问题进行了阐述分析。其次在对江西联通的内外部环境进行分析的基础上进 一步分析江西联通目前的市场竞争态势。随后对江西联通目标市场进行分析，细 分校园市场，确定目标营销对象及销售优先级。最后通过总结分析沃达丰、Verizon Wireless、及广东联通等国内外运营商市场营销成功经验，提出对江西联通的校园 市场营销建议。 【关键词】江西联通 校园市场 营销策略 1 Abstract With the rapid development of communication technology and mobile communication market competition increases, due to historical business strategy, Jiangxi Unicom lacks enough attention on the campus market in earlier period , resulted in most of the campus market loss. The campus market has basically formed a monopoly market structure which the Jiangxi mobile have only one superpower, The student market as a special segment of the market ,which has the characteristics of higher market concentration, scale explosive consumption, The university students user, who enter the society after graduation will become high-end customer groups, with the development of the student market scale each year and the continuous promotion of the consumption ability student market scale year by year, the development of the campus market is a strategic significance to the telecom operators. This paper firstly put forward the premise of the research significance and purpose, which analyze and expound the Jiangxi Unicom campus marketing environment and problems. Secondly, This paper further analyze Jiangxi Unicoms current market competitive situation on the base of the internal and external environment analysis. Then, accounting to Jiangxi Unicom target market analysis, we subdivide the campus market, determine the target objects of market and sales priority.Finally, by analyzing and summing up the Vodafone, Verizon Wireless, Guangdong Unicom and other domestic and foreign operators marketing success experience,