Research On Marketing Strategies Of Colleges In China Mobile Hainan

With the rapid development of communication market,the new user space that can be opened up in the existing market capacity is becoming more and more limited,which makes it particularly difficult for operators to compete for market resources in such an environment.In recent years,the MIIT has proposed to the major operators to cancel the voice and traffic roaming charges,resulting in operators in the existing market profit space is compressed,and made operators more and more competitive in expanding the market.Because the college market recruits a large number of new students every year,there is a steady stream of fresh blood,it has become a battleground for major operators to expand user groups and improve user loyalty.Colleges students,as a group with.relatively high education level in all kinds of schools,have relatively more disposable time and income,and have independent thoughts.So,this paper will take the college students in Hainan as the research object of college marketing.In the fierce competition environment,to win the majority of college customers is to win the market competition advantage..The current competition in the communications industry market is not as simple as the traditional price war or huge-crowd strategy.It needs to be close to the user group,and be combined with the marketing products,prices,promotions,channels and other links to ensure the maximum of profit.Based on the specific market of colleges in Hainan Province,through the combination of theoretical knowledge and practice research,this paper deeply analyzes the advantages and disadvantages of existing marketing market in China Mobile Hainan,compares with the marketing methods of the other two operators,and finds out the suitable marketing strategy,which will help them maintain absolute advantage position in the college communication market.This paper consists of six parts.The first part is the introduction,which elaborates the research purposes and methods of college marketing.The second part is related to theoretical basis and literature review,introduces the main theoretical basis involved in this paper,and a comprehensive analysis of the development status of the communication industry at home and abroad;the third part is the analysis of the college marketing status in China Mobile Hainan,It makes an in-depth analysis of the marketing environment in China Mobile Hainan,through the questionnaires,SWOT analysis,and studies compares with the existing marketing methods of China Telecom Corporation Limited Hainan Branch and Hainan Branch of China Unicom to find out the pain points of college marketing in China Mobile Hainan;the fourth part is to propose new marketing strategy design for China Mobile Hainan in view of the existing situation,mainly through products,channels,prices,promotions,business processes and experiential marketing,which aims to create a new comprehensive marketing plan for China Mobile Hainan.The fifth part is to propose the implementation of marketing strategy,including incentive system,service levels,technology investment,and innovation mode.The last part is the conclusion,which is used to summarize the main content of this paper.