Marketing Strategies For Universities:Based On Base Station Model Data Analysis

Universities are the high-value customer segment of telecommunication industry for its large market size, highly concentrated nature, identified segment needs, and strong consuming capacity. Such segment also has continuing potential both timely and spatially, because current students are going to be the main workforce in tomorrow's society and any future high-end clients could also emerge from such group. Therefore, the market of universities has been the bone of competition for three major telecommunication operators. Rivalry among the three major market players grew more intense in term of marketing strategies, marketing event executions, and business supports. In the past, due to the lack of appropriate model, operators were not able to obtain correct contact information of the target segment universities. This resulted in the fact that plans on marketing strategies lacked effective data supports and guidance because operators were unable to perform a precise segmentation analysis of the target market. Thus the ways of competition tended to become homogeneous, and price war was one of them.This paper aims to, first of all, address the question of how to identify the target segment by using the base station model, which is constructed by the data of station phone bills, target segment consumption behavior, and geographic consumption areas. Based on the model, the paper analyzes the market situation from the perspectives of market saturation,4P, and information expansion, identifies factors that affect the target market, and proposes preliminary marketing strategies accordingly. Secondly, with the data collected at the bases stations, this paper constructed a student identify model according to the social network diffusion theory, which identifies and locates China mobile clients and its competitor's clients, then through data mining technology to analyze the clients' consumption data, ownership, stability, customer value, channel contribution, and promotion feedback based on clients' saturation,4P, and IT development level. According to the analysis, the paper clarifies the key factors and strategies for the development and stability of University market.Thirdly, based on the analysis result combining with the proposed preliminary marketing strategies, the paper recommends employing the Differentiation Strategy to create marketing plans in regard to universities mobile products/prices, marketing channels, ways of promotion, and information construction, in hope of improving the competitiveness of China Mobile in the University market.At last, the paper summarizes the key points and proposes further research questions.The current theory of various domestic and international marketing has been very mature, but even in the mobile communications market segments university marketing strategies specific to the mobile communications market research is also less, and subject to the student is unable to determine accurate customer information, can not pass data get support and help analyze marketing strategies. In this paper, through the establishment of a base station to obtain student data model, data-based analysis to develop college marketing strategy to promote the expansion of the university campus market with some reference and reference.