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本文首先通过走访、问卷调查、文献资料法查询、数据分析，调研并分析了
大学生的通信消费特征以及消费后行为及移动需求进行分析，并研究影响客户选
择的各个因素之间的关系；在此基础上调研绵阳高校入学阶段的营销环境并分析
市场竞争格局和发展趋势，明确出绵阳移动的优势和劣势，为移动公司有针对性
的采取和调整市场营销策略提供第一手资料；依据市场营销和短期营销项目管理
的相关理论，分析现移动在高校入学阶段进行营销的问题，并根据 4Ps 理论研究
出此阶段包括产品、价格、营销地点和促销手段在内的绵阳高校市场入学阶段的
营销策略；根据后期营销数据，分析并评价绵阳移动营销策略的效果；针对实际
营销效果分析了三家通讯公司营销策略的优劣，该成果可为绵阳移动 2017 年入学
迎新营销策略的改进提供依据，在此基础上提出以下几点营销策略的优化
本文针对高校移动通信市场的特殊性，详细分析了高校移动通信市场营销过
程中客观存在的主要问题，明确了在高校开展营销活动的难点。主要提出以下几
点建议供参考：
1. 必须对高校移动通信市场目标客户群进行细分，通过细致入微的需求分析
和调研为制定针对高校学生的产品和营销策略打下坚实的基础；
2. 重视营销管理，尤其是营销策略制定的细化和落实；
3.面对日趋激烈的竞争，绵阳移动应该进一步创新营销策略，切实抓好前置
营销，创新直销队伍管理机制，最大程度的发挥出直销队伍的作用
4.绵阳移动应该与高校建立更为牢固的战略合作关系，健全完善营销团队，
完善迎新保障。西南科技大学硕士研究生学位论文
第 II 页
5.要加强营销管理，尤其是现场营销的规范化、有序化、效率化
关键词：移动通信；大学入学；营销策略；案例研究西南科技大学硕士研究生学位论文
第 III 页
Abstract
In recent years, the intensification of conventional mobile communication market
has become increasingly saturated and gradually competitive, while the mobile
communication market in universities is showing a rapid growth trend and has a huge
developing potential. So the major telecom operators take the market of universities as
a highest priority part in their marketing strategy. Compete and binding the growing
users have become the hot topic, so the market competition appears a fierce trend.
Further study on the marketing strategy of the communication market of universities in
entrance stage can not only meet the needs of university students&39; market customers,
but also help them to participate in the market competition for China Mobile.
Firstly, through visits, questionnaire survey, literature search, data analysis, the
characteristics of university students&39; communication consumption and consumer
behavior and mobile demand analysis are researched and analyzed. And the
relationship between various factors affecting customer choice is also studied. Based
on these, this paper investigates of MianYang college entrance stage of the marketing
environment and the market competition pattern and analysis the trend of development.
And it also identifies the advantages and disadvantages of MianYang mobile. For
Mobile Corporation, this paper provides first-hand information for taking and
adjustment of marketing strategy. According to the relevant theories of marketing and
short-term marketing project management, analyzes the current mobile marketing at
the university entrance stage, and according to the 4Ps theory of this stage includes
products marketing, price, place and promotion, MianYang university market
marketing strategy according to the admission stage. Post marketing data, it analysis
and evaluates MianYang mobile marketing strategy according to the actual effect and
the effect of marketing marketing strategy three communication quality of the company.
The results can provide the basis for the improvement of MianYang mobile marketing
strategy for the new school in 2017, on this basis to optimize the marketing strategy西南科技大学硕士研究生学位论文
第 IV 页
under some following suggestions are put forward for reference.
According to the particularity of the mobile communication market in universities,
this paper analyzes the main problems existing in the marketing process of University
mobile communication in detail, and points out the difficulties in carrying out the
marketing activities. The following suggestions are put forward for reference:
1 it is necessary to subdivide the target group of the mobile communication
market in universities, and lay a solid foundation for the development of College
Students&39; products and marketing strategies through the analysis and investigation of
the needs of the university;
2 Due attention should paid to marketing management, especially the marketing
strategy formulation and implementation;
3 In the face of increasingly fierce competition, Mianyang mobile should further
innovation marketing strategy, and earnestly do a good job of pre marketing, transform
the direct sales team management mechanism to maximize the role of direct sales
team.
4 Mianyang mobile should establish a stronger strategic cooperative relationship
with colleges and universities, improve and perfect the marketing team, improve the
orientation.
5 To strengthen marketing management, especially in the field of marketing
standardization, order, efficiency.
Keyword: Mobile communication; college enrollment; marketing scheme
optimization ; case study西南科技大学硕士研究生学位论文
第 V 页
目录
1 绪论... 1
1.1 研究背景及意义1
1.2 研究现状分析 .. 2
1.2.1 国外通信营销策略研究现状........ 3
1.2.2 国内通信营销策略研究现状........ 5
1.3 研究技术路线与内容 ........ 6
2 通信营销策略理论及影响因素分析. 9
2.1 通信营销策略理论 .......... 9
2.1.1 市场细分理论........ 9
2.1.2 体验营销理论....... 10
2.1.3 4PS 营销组合理论 ... 10
2.1.4 公共关系理论....... 11
2.2 绵阳高校学生对通信需求分析 ........... 12
2.2.1 对通信业务需求分析. 12
2.2.2 对通信终端需求分析. 14
2.3 竞争环境分析 . 16
2.3.1 绵阳移动竞争优势分析........... 18
2.3.2 绵阳移动竞争劣势分析........... 19
2.4 消费心理影响因素分析 ..... 20
3 绵阳高校入学阶段营销策略案例分析.......... 22
3.1 绵阳高校入学阶段移动营销策略部署 ..... 22
3.2 入学阶段营销方案的制定 ... 28
3.2.1 产品（Product）与价格（Price）. 28
3.2.2 地点（Place）...... 32
3.2.3 促销（Promotion）.. 34
3.2.4 公共关系........... 37
3.3 营销方案的实施 ........... 37
3.3.1 专项工作组人员配置. 38
3.3.2 一线营销队伍培训... 40
3.3.3 营销人员激励政策... 41
3.4 绵阳移动入学阶段营销营销策略成果 ..... 43
3.4.1 市场份额........... 43
3.4.2 4G 和终端 .......... 43
3.4.3 宽带和数据业务..... 45
3.5 高校营销存在的问题 ....... 46
3.5.1 需求调研不充分..... 46西南科技大学硕士研究生学位论文
第 VI 页
3.5.2 准备工作不足....... 47
4 高效入学阶段的营销策略优化.... 49
4.1 营销策略优化 . 49
4.1.1 突出前置营销的重要地位......... 50
4.1.2 直销创新
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