Research On Campus Marketing Strategy Of Hebei Mobile Communication Company Based On The Analysis Of College Students' Consumption Behavior

With the domestic telecommunications industry restructuring completed, competition situation among the three major operators have been formation. Facing the limited domestic telecommunication market, increasingly fierce competition between operators has appeared. How to play their own advantages, consolidate the market share, and expand the benefits, that are the key problems and challenges of telecomunications company. On the one hand, campus market is low end market, but it can be converted into the high-end market. On the other hand, the long tail is obvious. Shijiazhuang is the capital city of Hebei Province, the number of campus and students are very much, so campus communications market has become a battleground of the major telecom operators. In addition, the data from the company’s showed that opening new account accounts and using the business situation of college students significant differences in different colleges and universities, including the university of Shijiazhuang railway new openings of a strikingly low relative to the size of its students, the school pattern of consumer behavior research for improving the Hebei mobile market share is of great significance in hebei university.Relying on the theory of consumer behavior and marketing knowledge, this paper analyze the consumption model of college students’according to the theory of consumer behavior, taking the method of questionnaire of college students, analysis of customer characteristics of college students’business transformation, on the basis of college students’ consumption pattern clustering, through continuously improve, optimization of existing products and services, an accurate marketing and marketing.First, this paper selected topic background, research purpose and meaning. Introduce the research status of the college students’consumption characteristics at home and abroad, puts forward the main research thinking of the thesis and content.Second, build college students’consumption behavior pattern model. The purpose of the paper is to understand the influence factors of college students’consumption, understand college student’s attitude towards the existing mobile communication products and services and view, understand the basic situation of the consumption of the same school, and understand the social groups of college students’consumption behavior. Questionnaire is designed with Lewin model design model, the reference on research in the impacting factors of human behavior model and its basic theory, including macroscopic factors, marketing factors and individual characteristic factors in the third part of a research framework.Third, analyze college students’ consumption behavior pattern, based on the questionnaire on college students’ consumption behavior patterns. The first step is the processing of the survey data, using SPSS statistical software as tools of statistical analysis followed by the analysis of the reliability and validity. Then descriptive statistics analysis, factor analysis, cluster analysis of consumer behavior patterns and its influencing factors are used.Fourth, design the campus marketing strategy on Hebei mobile company. First, analyse the existing campus marketing strategy, considering competitors’ marketing strategy. On the basis of summarizing the experience and failure, the marketing idea is proposed, from the aspects of products, channels and customer relationship.