Research On Marketing Strategy Of College Students In NJ Telecom In 5G Era

In the context of the rapid development of the global digital economy,the usage of mobile data presents an explosive growth,and 5G emerges as The Times require.With the gradual popularization and commercialization of 5G,customers’ demands are constantly upgraded,cross-border competition is increasingly intensified,and the national policy of speeding up and reducing fees and comprehensively canceling roaming fees is further promoted,which has exerted a great impact on NJ Telecom’s business income.Under the multiple pressures of updating and iterating alternative products,shrinking revenue from traditional main business and difficulty in increasing revenue from value-added business,how to break the original rigid marketing mode,enrich the service content according to the needs of users,and seek a new profit breakthrough is the subject that NJ Telecom urgently needs to think and study.College market,as a segment market of China’s basic telecom operators,has always been a fierce battle field.With a large number of users and potential consumption power,college students have a strong interest in new things such as the Internet and distinctive consumption characteristics.Therefore,in the context of 5G era,the research on marketing strategies for college students will have a profound impact on other markets.First of all,this paper adopts PEST analysis,Porter’s five forces model to analyze the macro and micro environment of NJ Telecom university market in a systematic and detailed way,establishes the game payment matrix,and discusses the "prisoner’s dilemma" between NJ Telecom and friendly business.Then,from the perspectives of product,price,channel,promotion,service,etc.,this paper conducts a survey of NJ college students.Combining with the results of the questionnaire survey,it conducts a research and analysis on the relationship between different variables by means of cross analysis and chi-square test,and finds out the main problems existing in the company’s current marketing strategy:1)The product portfolio design is thin,and the product structure is wide but not precise;2)Price enters the thinking set,and pricing is divorced from individual needs;3)Channel expansion is cumbersome and outdated,and the platform lacks market characteristics;4)Promotion activities are traditional and conservative,ignoring the sensitive attributes of colleges and universities.After analyzing the deep reasons behind each problem one by one,the research on the current marketing strategy optimization path is carried out,which provides a strong basis for proposing reasonable and targeted marketing strategy optimization plan in the following chapters.After sorting out the results of the questionnaire survey and analyzing the causes of the existing problems,this paper uses STP analysis method to subdivide and target the student market of NJ college in detail,and puts forward the optimization proposal based on the internal and external attributes of college students:1)With the goal of increasing revenue and improving efficiency,consolidate the new service system of cloud network integration;2)With innovation as the driving force,tackle core technologies and establish an independent research and development team;3)Taking reform as the starting point to enhance the capacity,dynamism and vitality of the frontline;4)Customer-centered,enabling digital transformation and enhancing user experience perception.Help NJ Telecom to explore new marketing models in the university market,and seek new business growth points and income breakthroughs.Then,the method of deer hunting game is adopted to provide a realistic solution to the "Prisoner’s Dilemma" in the actual marketing process between NJ Telecom and You-Shang.Finally,combined with the actual marketing activities,based on the theoretical analysis of 4Ps marketing,three aspects of the analysis of personnel,process management,tangible display are added.Combined with service guarantee,incentive guarantee and technology guarantee,this paper expounds the guarantee measures and implementation plan of NJ Telecom college students’ marketing activities,and provides program guidance and suggestions for optimization of practical work.