Research On The Marketing Strategy Of "Tianyi" In Fuzhou Colleges And Universities In The Era Of 4G

In recent years.China Telecom is developing fast,the industry has experienced several times large shuffle,marking the official China Telecom from the "2G" era to the "4G" era.The current China's telecommunications market consists of three big operators:China Mobile.China Unicom and China Telecom.With the official 4G commercial license issued by China Mobile communications industry.each operators launches a new round of competition in the domestic telecommunication industry.As expansion of China's university enrollment and the number of students increasing year by year,due to its clients enhanced value and huge growth potential,university communications market has been the competing market for three telecom operatiors.However,communications market in colleges and universities is not the same as the government business or family,it is a relatively independent market,and students' consumption characteristics are relatively special,therefore we need to develop targeted marketing strategy for college and universities,in order to preempt the college market in the 4G era,and training with high-valued customer group for the company.In this paper,the writer carries out the subject research combining the working practice in Fuzhou telecom,selecting Fuzhou telecommunications study of marketing strategy of colleges and universities in 4G era,with using classical theory of strategic management and marketing and referring to a large number of lierature.Firstly,this paper analyzes the demand and marketing environment of Fuzhou telecommunication consumption in colleges and universities,and it also analyzes the demand characteristics of Fuzhou students in colleges and universities from mobile,broadband and terminal business,then specific studies the marketing environment of Fuzhou telecom by porter five model and SWOT analysis,and finds out the causes of the current marketing problem from six aspects of the product strategy,price strategy,channel strategy,price optimization strategy and promotion strategy and new network marketing model of the reconstruction of the marketing strategy.Finally,specific implementation suggests of Fuzhou Telecom campus marketing strategy including the campus brand strategy,differentiation competitive strategy,campus product strategy,campus price optimization strategy,campus channel strategy.campus opening promotion strategy and internet marketing strategy.Therefor in this paper,the research not only improves marketing problem of Fuzhou telecommunication,also provides certain reference for the same industry.