本文關(guān)鍵詞： 消費行為 電信服務(wù) 校園營銷 策略　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國內(nèi)電信行業(yè)重組完成,三大運營商三足鼎立的競爭局勢基本形成。面對有限的國內(nèi)通信市場,運營商之間競爭日趨激烈,如何發(fā)揮自身優(yōu)勢,鞏固并提高市場份額及擴大收益,成了每位電信人面臨的難題和挑戰(zhàn)。校園市場雖然是低端市場,但它一方面可以轉(zhuǎn)化為中高端市場,另一方面長尾效應(yīng)明顯。石家莊市做為河北省會,學(xué)校數(shù)量多,校園人數(shù)多,校園通信市場已經(jīng)成為各大電信運營商的必爭之地。另外,河北移動公司的新生開戶數(shù)據(jù)顯示,大學(xué)生的開戶數(shù)和使用業(yè)務(wù)情況在不同高校存在顯著差異,其中石家莊鐵道大學(xué)的新生開戶數(shù)相對于其學(xué)生規(guī)模來說明顯偏低,該校的消費者行為模式研究為提高河北移動在河北高校中的市場占有率具有重要意義。 本文依托消費者行為理論和市場營銷知識,從分析大學(xué)生消費者的消費行為模式入手,采取問卷調(diào)查的方法調(diào)查大學(xué)生對電信業(yè)務(wù)選擇的影響因素,分析大學(xué)生業(yè)務(wù)轉(zhuǎn)換的客戶特征,在大學(xué)生消費模式聚類的基礎(chǔ)上,通過不斷的完善、優(yōu)化現(xiàn)有產(chǎn)品和服務(wù),展開精確化營銷和市場推廣。 第一,闡述論文的選題背景,研究目的和意義。介紹目前國內(nèi)外對大學(xué)生消費特征的研究現(xiàn)狀,提出論文的主要研究思路和內(nèi)容。 第二,構(gòu)建大學(xué)生的消費行為模式研究模型。論文的目的是了解大學(xué)生消費的影響因素；了解在校大學(xué)生對現(xiàn)有移動通信產(chǎn)品服務(wù)的態(tài)度和看法；了解同一學(xué)校的消費的基本情況；了解社會群體對大學(xué)生消費行為的影響。模型設(shè)計中,借鑒盧因關(guān)于人類行為模型及其基本影響因素的研究理論,構(gòu)建包括宏觀因素、營銷因素和個體特征因素三部分的研究框架。依據(jù)該模型,設(shè)計調(diào)查問卷。 第三,大學(xué)生消費行為模式分析。本部分依據(jù)調(diào)查問卷對大學(xué)生的消費行為模式進行分析。首先是調(diào)查數(shù)據(jù)的處理,采用SPSS統(tǒng)計軟件作為分析工具進行統(tǒng)計分析；接著是信度和效度分析；然后利用描述性統(tǒng)計分析、因子分析、聚類分析消費行為模式及其影響因素。 第四,設(shè)計河北移動公司進行校園營銷的詳細(xì)策略。首先是現(xiàn)有校園營銷策略分析,考慮競爭對手的營銷策略,在總結(jié)已有經(jīng)驗和失敗的基礎(chǔ)上,提出營銷思路,從產(chǎn)品、渠道和客戶關(guān)系維護方面構(gòu)建營銷策略。
[Abstract]:With the completion of the restructuring of the domestic telecommunications industry, the three major operators of the competition situation has basically formed. Facing the limited domestic communication market, the competition between the operators is becoming increasingly fierce, how to give play to their own advantages. Consolidating and increasing market share and expanding revenue has become a problem and challenge for every telecom person. Although the campus market is a low-end market, it can be transformed into a high-end market on the one hand. On the other hand, the long-tail effect is obvious. Shijiazhuang as the capital of Hebei Province, the number of schools, the number of campus, campus communication market has become a major telecommunications operators. According to the new student account opening data of Hebei Mobile Company, there are significant differences in the number of college students' account opening and use business in different universities. The number of new students of Shijiazhuang Railway University is obviously lower than that of their students. The study on consumer behavior pattern of Shijiazhuang Railway University is of great significance for increasing Hebei Mobile's market share in Hebei universities. Based on the theory of consumer behavior and marketing knowledge, this paper begins with the analysis of consumer behavior patterns of college students, and investigates the influencing factors of college students' choice of telecommunication business by means of questionnaire. This paper analyzes the customer characteristics of college students' business transformation, on the basis of the clustering of college students' consumption patterns, optimizes the existing products and services, and carries out accurate marketing and marketing promotion through continuous improvement. Firstly, the background, purpose and significance of this thesis are described. The present situation of the research on the consumption characteristics of college students at home and abroad is introduced, and the main research ideas and contents of the thesis are put forward. Second, construct the research model of college students' consumption behavior pattern. The purpose of this paper is to understand the influencing factors of college students' consumption. To understand the attitude and views of college students on the existing mobile communication products and services; Basic information on consumption in the same school; To understand the impact of social groups on the consumer behavior of college students. In the model design, draw lessons from the research theory of human behavior model and its basic influencing factors, including macro factors. The research frame of marketing factor and individual characteristic factor. According to this model, the questionnaire is designed. Third, the analysis of consumer behavior patterns of college students. This part is based on the questionnaire to analyze the consumer behavior patterns of college students. First, the processing of survey data. The SPSS statistical software is used as the analysis tool to carry on the statistical analysis; Then the reliability and validity analysis; Then, descriptive statistical analysis, factor analysis and cluster analysis are used to analyze the consumption behavior pattern and its influencing factors. 4th, the design of Hebei Mobile Corporation for campus marketing detailed strategy. First, the existing campus marketing strategy analysis, considering the marketing strategy of competitors, on the basis of summing up the experience and failure. Put forward marketing thinking, build marketing strategy from product, channel and customer relationship maintenance.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G645;F713.55

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本文編號：1459787