Study On The Campus Marketing Strategy Of China Mobile Nanchang Branch

With the restructuring of telecommunication and the development of mobile internet, campus market has become the core part and the focus of all the telecom operators.There are about20000000campus users,530000in Nanchang,who in the future are likely to become the high-end customers. Once companies lose this market, they lose their future customers.So, campus market means great importance to them.This paper concentrates on studying the campus users’consumption patterns, and how to maintain stable revenues and customer royalty with the rapid progress of flow business.Through abundant market research and detailed analysis of campus users, the author discovers that college students possess high acceptance of new products and they have transferred their fancy to flow business and mobile internet. Considering the capability of the campus market and the special features of college management system, China Mobile conducts new marketing strategies to explore this potential market,such as, promoting business by involving in the new relationship of students-teachers-university.In this paper4PS theory works as the foundation and the author tries to present analysis and suggestions from the perspectives of brand strategy, product strategy, price strategy, promotion strategy, and channel strategy.With the increasing importance of campus market and the growing investment of the telecom operators, the competition becomes fierce. The author hopes to make small contributions and references to the marketing strategies of Nanchang Branch and China Mobile.