Research On Campus Marketing Strategy Of XX Telecom In 4G Era

This paper mainly uses PEST analysis,Poter’s five forces analysis,and SWOT analysis to examine and analyze the current business strategy of XX Telecom’s campus marketing.This paper starts by describing the relevant theories and models of marketing strategy,including a summary and analysis of existing research findings of marketing strategies in the telecom market and marketing towards higher education sector.Secondly,this paper analyzes the external and internal environments of XX Telecom.The factors affecting the external environment include industrial policies,economic environment,social and cultural environments,technological environment,as well as suppliers’ and buyers’ bargaining power,potential competitors,substitutes and existing competitors.The internal environment includes the general situation of XX Telecom and the characteristics of consumer behavior.A SWOT analysis was performed to study the opportunities and threats XX Telecom faces,advantages and disadvantages of XX Telecom in the internal environment.This paper also analyzes the marketing strategy and provides thoughts and measures to help XX Telecom to compete and increase its market share in the new higher education market from six aspects: selection of target markets,product strategy,pricing strategy,brand strategy,channel strategy and promotion strategy.Finally,the marketing activities of XX Telecom in 2016 are used to evaluate and verify the marketing strategy proposed in this paper to reveal the applicable and instructive values of this paper.