Case Study Of Marketing Strategy For Guangzhou Unicom’s Communication Market In Colleges

This article is mainly about Guangzhou Unicom’s communication marketing strategy in2012colleges as a case. Through the in-depth analysis of the case, find the problems existingin the marketing and according to the problems existing in the next stage marketingsuggestions and measures are put forward.With ever increasing value of higher education, college students are also growing. Atpresent, the college students’ mobile phone penetration rate is very high, especially in themobile phone penetration is also rising, so the communication market is also growing.College students is the future potential of high-end users, mobile communication products usehabits once formed in them, will be for them to step into society after product choice has greatimpact on communications. At Guangzhou area three telecom operators, in recent years,China Unicom, China mobile, China telecom all think highly of college communicationsmarket, they know who get the campus market will get communications market in the future,so they launched for market exclusive products, set up a campus dedicated channels, establishcampus relationship, form a new promotion to get campus market. Guangzhou Unicomcampus marketing center, established in2010, is mainly responsible for the campus marketdevelopment overall planning and marketing management work, after three years operated, inthe communication market has been showing results, but still some deficiencies in marketingstrategy. In this paper, the main content is to Guangzhou Unicom communication marketdevelopment situation in colleges as an example and then through the analysis of internal andexternal environment of Guangzhou Unicom on the basis of the further research ofGuangzhou Unicom communications market competition in the college, analyzing thedeficiency existing in the marketing strategy of2012. Main findings of Guangzhou Unicomcampus market the following deficiencies, such as in product aspect, campus brand awarenessis not high, product flow using more complex, product value-added content is not rich, nopromotion phones bundled collar for a horse. In terms of price, the price advantage is notobvious. In terms of channel, the campus core channels, marketing channels too traditional. Interms of promotion, advertising, sales promotion personnel ability on narrow the good andbad are intermingled. In terms of personnel, personnel training to sales are relatively extensive.In terms of process, part of the sales staff lack of passion, relationship transfer mechanism isnot sound. In terms of tangible demonstration, sales personnel clothing is not novel,promotion the scene image is not unified. Other aspects, relationship quantity of colleges isinsufficiency, the colleges does not reach the designated position, the campus wireless network without strategic planning. Aiming at the shortcomings of the above aspects, thisarticle puts forward corresponding countermeasures and suggestions. On the product, toincrease the social awareness of campus brand content, adjust the product and increaseproduct value-added business content, began promoting cell phones bundled package. On theprice, to increase product breaks. On the channels, to increase the core channel, increasing thecampus electronic marketing channels. On sales promotion, add campus advertising and setup mature youth entrepreneurship club personnel team. On the personnel, sales training mustbe diversification. In the process, depend on the direct incentives to strengthen sales staff tothe standard execution and set up the mechanism of relationship. On the tangibledemonstration, customized special sales personnel clothing, unified marketing field image. Inother aspects, to rapidly increase relationship, to colleges do deep penetration, deployingwireless campus network, etc.To sum up, through the campus of Guangzhou Unicom marketing case analysis, marketdevelopment strategy of Guangzhou Unicom in general is too traditional, at the same time inthe marketing details still relatively extensive, still not enough meticulous in many specificdevelopment work. Guangzhou Unicom in the next stage should solve these problems, in thecommunications market to expand innovation, intensive cultivation and at the same time willat the appropriate time to adjust the strategic direction.