The Research Of Campus Market Development Strategy For Mobile Operators

At present, the overall communication market is saturated and its growth is slowing. Campus markets as a emerging markets, whose market size is bigger and maintains the stable growth, is increasingly becoming the main source of new subscribers for operators. Clear campus market strategies will be the winning foundation in competition for three operators. China Unicom starts later in campus market, so it now still lacks clear strategic positioning and overall strategy arrangement, leading to its comprehensive behind rivals. This article chooses the campus market development strategy of China Unicom as the research object, combining the method of questionnaire investigation, interview and investigation, internal data collection to identify different needs in College market. The second purpose is to analyze the industry competitive environment and survey the general market strategy in campus of China mobile and China telecom, and then in view of its development strategy, neaten the existing practices and results of China Unicom, and to sum up the competitive advantages and disadvantages. The most important purpose is to formulate overall marketing strategy on the campus. According to the investigation and analysis and combining the fierce competition relationship in campus market of three operators, this study suggests that Unicom campus market still exists many problems needed to resolve, including strategy and the organization, brand, product and price, channel, promotion, sustain and information support. Lastly, according to the actual situation of investigation and interviews, this paper put forward the corresponding strategies and suggestions aiming at these problems.