Study On Enterprise Marketing Strategy Based On The Characteristics Of College Students’consumption

Since Chinese government decided to expand the enrollment of college students in1999,the number of students having received all types of higher education totally adds up to3167and the number of university students in China has surged to2308.51million, which ranksthe first in the world. With the increase of the students as the consumer groups and the risingof the proportion of students’ consumption in the whole society, the market of college studentconsumers is increasingly prominent and its impact is also growing. In2004, a survey in tenlarge and medium-sized cities carried out by a research firm shows that: the annual averageconsumption of every college student is9,000yuan (excluding tuition fees), according towhich the market capacity of the non-tuition and non-accommodation reaches629billionyuan. According to these statistics, students’ consumption market capacity will be up to200billion yuan. Such a large population and amazing market value of all the college students’consumption make the study more significant. Therefore, it is valuable to study andunderstand the characteristics of such a consumer group, to analyze how to seize marketopportunities of the potential consumption and to develop the right marketing strategies ofrunning the consumer market of college students. The enterprises should carefully researchand analyze the actual needs of college students, to keep in line with the development ofproducts and services required by college students and to implement the marketing strategythrough the consumption characteristics of college students.In this paper, a sample survey questionnaire from the students of Xingzhi College ofXi’an University of Finance and Economics (hereinafter referring to Xingzhi College) getsfirst-hand information on college students’ consumption level, consumption structures andconsumer behaviors that will conducts the further statistical analysis. Through thecomprehensive analysis and comparison of the combination of the relevant information inliterature and on network and the interviews, the total capacity of the consumer market ofcollege students is enormous. By the analysis of the sense of college students in XingzhiCollege of Xi’an University of Finance and Economics in daily consumption, targetedmarketing strategies has been drawn up according to seven different consumption characteristics of college students. First, focus on practical and innovative product strategiesand focus on timely and thoughtful service. Second, implement the low-cost strategy withcombination of the skills of psychological pricing. Third, Bring convenience anddiversification in sales channels, strive to select campus supermarkets and convenience storesand stress the importance of network marketing. Forth, construct the more flexible promotionstrategy and focus on building a good school-enterprise cooperation relationship so as tostrengthen an active and effective promotion. Fifth, students’ shopping satisfaction is theimportant factor of the success in enterprises marketing.