College Marketing Strategy Of China Mobile Conmunication Cooperation

With the issuance of 4G license,competitions among China Mobile,China Telecom,and China Unicom have become increasingly white-hot in the field of mobile communications.College market as a market with benchmark significance,has become a crucial market for these three mobile operators.They spare no effort to wage a battle for snatching student customers by devoting marketing resources,setting up professional marketing management teams,and creating exclusive brands for college students.Among many brands,M-ZONE which was launched in 2003 by China Mobile became the leading brand quickly for college market occupying over 90%market share through its brand propositions "Vogue,Fun,Exploration" and its four driving forces "Charge,Business,Return,Channel",which met the demand of college students.Nevertheless,the dominant position of China Mobile was under threat and it entered a difficult period to defend its territories in college market because of the maturity of its 3G system which dropped behind its competitors obviously after the issuance of 3G license on January 7th,2009.China Mobile enhanced competitive power greatly in college market and regained the opportunity to reverse the passive situation in the 3G Era through its improvement of 4G network and the maturity of 4G terminal industry chain after the 4G license was issued on December 4th,2013.By conducting market research,designing college communications consumer demand questionnaire and with the help of descriptive statistics?correlation and Crosstab analysis,we analyzed the college market survey data and got great insights into the demands and preference characteristics of existing users and potential users on the dimensions of Pricing Package,Data Service,Channel,Promotion,Service,Terminal,Brand Culture Activity for China Mobile in this thesis.What is more,we completely and objectively evaluated the brand of M-ZONE.Based on the advantages and disadvantages of the current college market and combined with the theories of Customer Praxiology and 7Ps theory in Marketing,we developed marketing strategies in college market for China Mobile to provide references for the planning and design of the products and services in college market,and to provide references for the formulation of the marketing communication strategy.