Marketing planning scheme of university campus

What do you think of campus marketing planning? The following is the "University Campus Marketing Planning Scheme" compiled by me for your reference only, and you are welcome to read it.

Campus marketing planning scheme (I) 1. Feasibility assessment of activities

The living standards of students in our school are generally high. Some students bought themselves a lot of useless things, and some students' second-hand goods are just like chicken ribs-it's a pity to keep them tasteless and throw them away. Its market potential shows that it is feasible to organize students to hold "campus student flea market" activities. He can let students clear out some useless things, and at the same time, he can also let students without fixed income buy useful things at low prices.

Second, the effect of the activity.

1. Provide a mutually beneficial trading platform for students in the form of flea market.

2. Advocate frugality and simple lifestyle through this activity.

Three. Prerequisites for activities

1, get permission from the school.

2. Get help and support from student unions, student associations and campus websites.

3. Some students will provide enough funds for the preliminary activities.

4. Get at least x~x students to participate in the activities.

All students participating in the activity must apply for registration to facilitate the organization of the activity.

6. This activity is only for students at school. Registration must hold a student ID card, and resolutely put an end to criminals taking the opportunity to sell stolen goods!

Four. Information related to the activity

Time: 12pm ~ 20xx 6: 00pm (Monday and Tuesday)

Venue: School West Basketball Court

Organizer: xx Student Union of Business School, xx Campus Activity Network.

Verb (abbreviation for verb) Prepare before the activity.

1, formed a preliminary planning scheme, and got the support of the school leaders.

Apply to the school for approval of this activity.

3. Plan the site.

Clothing, sports, books and CDs, electronic technology, daily necessities.

4. 10 hold a meeting of participants and management personnel at 5: 00 pm on X day to introduce the venue and distribution.

Popularization of intransitive verbs

1. After the new school library is built, hang a propaganda banner on the barbed wire fence.

2. Make X posters and post 5 posters widely in conspicuous places on campus every day.

3. Set up registration points in the school leisure square, the lobby on the first floor of the business school and the entrance of the food street.

Seven. Activity rule

1. The applicant can be an individual or a group, such as a dormitory.

2. All applicants can get a booth number (divide the booth area according to the quantity of goods).

This activity is based on the principles of fairness and voluntariness. The price is negotiated by the buyer and the seller and can also be exchanged.

4. Speakers, stereos and other noisy machines are not allowed to be used in activities.

5.xx Student Union is responsible for maintaining the order of activities.

Eight. participant

All teachers and students of xx University

Nine, input method

You can register at each registration point and get the venue number.

(Note: In order to prevent false registration, participants will be charged the corresponding deposit if they are not present at that time. After the activity, you will get back the deposit with the receipt. )

X. Registration time

X days from now or the booth is full.

Marketing planning scheme of university campus (2) 1. Market situation

19xx, China began to expand its enrollment, and the number of college students has expanded rapidly since then. In 20xx, the number of college students has exceeded xx million, ranking first in the world. The expansion of the number of college students has also brought a huge consumer market to manufacturers, especially consumer electronic products, which are more popular with student users because of their portability, convenience and rich entertainment functions. Among them, mp4 player has become another consumer electronic product that attracts students after mp3.

Second, the psychological factors of consumption

1, greed. Lottery tickets can attract many people; There will be more people participating in the lucky draw. The xxmp4 * * * won in the lucky draw will be sent to xx Station, and many people will participate.

2. "Reasonable reasons for consumption"-school supplies. Why do students buy mp4? 1. Like it; But you may hesitate. There is a suitable reason-don't hesitate to study.

3. Trendy, fashionable and cost-effective. Fashion can only cause impulsive consumption, but it can't stand rational thinking; So what we want to emphasize is that the cost performance ratio is 1, xx brand; 2, xx quality; 3, xx new advanced and unique technology dnse2.0 sound effect; Perfect value accessories dual Bluetooth wireless headphones.

Product grasp:

(A) t08 advantages and problems

Advantages: 1, unique and interesting cartoon operation interface; 2, 2-inch qvga ultra-clear screen, 30 frames per second to save the picture quality; 3, Bluetooth wireless music is unlimited; 4. Unique digital natural sound effect dnse2.0；;

Question: 1, price; 2. Degree of quality assurance.

Opportunities faced by xxt08: 1, opportunities. Publicity and marketing in peak demand season. School begins, and freshmen finish military training for the first time. The demand of consumers has increased. The order of importance is: first, quality; Second, the price; Third, brand and after-sales service. As a hard brand, the quality of xxmp4 is guaranteed.

(2) Market demand

1, according to the characteristics of products purchased by actual student users: products of x-x yuan and below occupy the mainstream. Under the influence of price, Newman, who takes the low-end development route, is favored by students and users and is far ahead in the market. The price factor also leads to a higher market share of xgb and below and X-inch and below products with smaller screen sizes. In addition, it is also found that there are serious quality problems in mp4 at present, and the crash has become the most prominent performance of quality problems.

2. Thirdly, according to the survey results of potential users' consumption behavior preferences, student users have a high awareness of the products, and more than 60% of users said that they do not intend to buy video mp3 players. The influence of price on student users ranks second, surpassing brands and after-sales service in the rankings, second only to quality. Patriot, Apple and Newman rank among the top three in priority and sub-priority, which shows that they are more competitive.

3. From the product point of view, potential users tend to buy products with diversified colors, and the mainstream price is still x-x yuan, but the acceptance of mid-to high-end models has improved; 2gb products have become the first choice for potential users, and large-capacity and large-screen products have become the market development trend.

4. Summary: The order of importance of market demand is: first, quality; Second, the price; Third, brand and after-sales service.

(d) Competition analysis of similar products in the market.

The survey results show that students are more inclined to buy xxmp4 players, and the product price strategy for the low-end market is also an important factor for xx to gain a higher share among students. Although the low-end products are popular, xx, as a representative of the high-end market, is also popular, accounting for the proportion of users who have purchased products, second only to Newman, and higher than the domestic manufacturer Patriot. Xx and xx are evenly matched, ranking fourth and fifth respectively. The product strategy of xx is close to that of Patriot, but in contrast, the number of products of xx is not as good as that of Patriot, especially in the market of flash memory mp4 player with dominant price, xx cannot compete with Patriot. Generally speaking, xx with obvious price advantage is more competitive in the market. Xx, which is on the road of personalization, is also concerned by student users, but because of its high price, its proportion is much lower than xx.

From this distribution, we can find that, on the one hand, in the student consumption market, price has a greater influence. On the other hand, products with fashionable characteristics and individuality are also the main objects of students' attention.

First stage

Market preparation in front of campus

Content:

1, (X-X-X) big posters are hung on the main road of the school. (Reason: Big posters have replaced banners in the past and become the trend of campus publicity today. The feature is 1, which is large enough to attract more attention. 2. It is rich in content and information. Contents include: Title -XMP4T08 "Song of the Heart" big party for standby. Subtitle -mp4xx set will be presented on site. For details, please pay attention to the school information points and lucky draw opportunities. Attached to the product introduction, we must highlight two points: First, learning and entertainment. (This is very important for freshmen) Second, the unique digital natural sound effect dnse2.0, which is very important for students who already have mp4 experience.

2. (Thursday, Friday and Monday, 25th, 26th and 29th) set up the xxt08 school road consultation point, distribute t08 knowledge leaflets and corresponding knowledge questionnaires (X, X, Thursday, Friday and Monday), give small gifts such as mouse pads and small thermos cups on the spot and sign for the t08 theme party lucky draw on X ..

3. Please ask the staff to publicize the theme party of XX on Monday.

4. Announce that there is a prize quiz on xx, and the points will win mp4 opportunities.

stage Ⅱ

campus marketing

Content: Hold a party.

1, the theme is "Song of the Soul xxt08 Theme Party", and the slogan is: Let audio and video reverberate in the depths of the soul. Consistent with the slogan of the group.

2. The main purpose is to introduce the functions of t08 and highlight its distinctive features and advantages.

Form of expression: 1, xx staff took the stage to make product introduction and demonstration; 2. On-site knowledge quiz and lottery (according to the first stage of publicity and inspection) 3. On-site cash reward.

3. Do a good preview for the third stage to continue the lottery, giving discounts and other activities.

4. The detailed process of party activities:

(Note: This program is arranged according to the performance process of xx Business School. The details of the process need to be discussed with the performing groups)

The party (1) will start on X 19: 00 on time.

(2) Hot street dance performance.

(3) The host announced the official start of the party, and introduced the leaders and guests, xx staff, the theme and general process of the party.

(4) The staff came to the stage to introduce the demonstration products and explain the advanced and unique technology dnse2.0 sound effect of xx. Perfect value-added accessory Bluetooth headset; And prompt t08 knowledge quiz and mp4 gift requirements in the following game links. Encourage the audience to actively participate in the following game sessions.

(5) School pop band performances need humorous language to promote t08.

(6) The historical introduction and product introduction of XX Company emphasize brand charm and product quality assurance. Strengthen the audience's desire for xxmp4.

(7) Game session: ① Draw a lottery for the students who signed the questionnaire survey two days ago, and give away part of mp4s(2) ②xxt08 domain knowledge answers, depending on the score MP4 or other gifts; ③ It is predicted that there will be a lucky draw at t08 follow-up publicity consultation point tomorrow. Looking forward to participating.

(8) The host announced the on-site limited purchase preferential activities after t08mp4 party, as well as the retail department of xx T08 in XX city and the main sales locations.

(9) All of Korea has felt the heat of imitation show.

(10) The theme party is over. Preferential purchase and product consultation activities began.

(1 1) The whole activity ends at 22: 00.

The third stage

Later campus market maintenance

Content:

1, X, the main school road set up a consultation point, continued knowledge quiz points, lottery gifts of mp4, mouse pad thermos cups and other activities.

2. Make clear the Guangzhou sales location of t08. And related preferential activities.

3. Distribute coupons and leaflets to sales places for the consumption of xx digital products.

Preparations for marketing activities:

Staff;

T08 knowledge leaflet;

T08 knowledge questionnaire and lottery;

Concession card;

Gifts: mouse pad, water cup, notebook and other small gifts;

Three posters (as mentioned above);

T08 prototype and some supporting equipment;

Audio equipment;

Horn;

Counter, sunshade;

Tables and chairs.

Planned budget:

Venue fee: student activity center: X yuan/day;

Table and chair rental fee: x/ piece/day;

Personnel service fee (free of charge in our school);

Fees for leaflets and questionnaires;

Gift expenses.

University Campus Marketing Planning (3) I. Overview

This case puts forward a concrete plan for China Telecom's integrated marketing strategy of customizing mobile phones to expand the campus market. I organized a special survey focusing on how to expand the campus market with customized mobile phones. Through the analysis of the data obtained from the survey, we believe that the key to expanding the customized telecom mobile phone market in our school lies in how to get the recognition of the majority of students. Take this as a breakthrough point to integrate various forces in order to make a breakthrough.

Second, the company profile and organizational structure

Company name: xx Group Company

Date of establishment: 20xx year x month x day

Company tenet: let customers enjoy the new life of information.

Registered capital: xx billion yuan.

Main business: mainly engaged in integrated information services such as fixed telephone, mobile communication, satellite communication, Internet access and application.

Company Profile: China Telecom Group Company has branches in X Province (autonomous regions and municipalities) and xx, and has a communication and information service network covering urban and rural areas throughout the country and reaching all parts of the world. It has built the CDMA3G network with the largest scale in the world, the earliest commercial use in China and the widest coverage, with xx, xx flying to the young, xx home, xx pilot and XX number.

Third, planning objectives.

Short-term goals: increase the sales of customized telecom mobile phones, expand the campus users of customized telecom mobile phones, and increase the campus market share of telecom mobile phones.

Long-term goal: to expand the popularity of telecom customized mobile phones on campus and improve the competitiveness of products. Improve service quality, customer satisfaction and customer loyalty. Get an advantage in the competition with the other two telecom operators.

Fourth, environmental analysis.

(A) the external environment

Politics and Law: The Ministry of Industry and Information Technology officially issued 4G licenses to the three major operators, and China Mobile, China Telecom and China Unicom all obtained TD-LTE licenses. 4G license is the business license right of the fourth generation mobile communication technology (4G), which combines wireless communication with multimedia communication such as the Internet. Just like the business licenses of various industries, 4G services can only be operated with the permission of People's Republic of China (PRC) and the Ministry of Industry and Information Technology.

Population: With the rapid development of the national economy and the continuous improvement of the education system, the number of college students has expanded rapidly and will continue to increase in the future.

Economy: With the rapid development of domestic economy and the improvement of people's living standards, college students have certain spending power.

Technology: With the rapid development of science and technology, the manufacturing cost of mobile phones has been greatly reduced. The development of 4G technology.

Social culture: With the improvement of people's living standards, mobile phones have become an indispensable item in people's daily life. Smartphones are quite common in university campuses, and college students are an important group of smartphone consumers.

(2) Internal environment

In this context, on the whole, the development of the communication industry has maintained a good growth momentum, but for enterprises themselves, it is necessary to comprehensively analyze various influencing factors:

1, buyer

At present, major operators have a large number of customized mobile phones, and the competitive market is in the buyer's market. Although consumers have more choices, students' bargaining power is weak, so the threat from here is relatively small.

2. Suppliers

China Telecom custom machine mainly has Huawei, ZTE and other mobile phone suppliers, relying on operators to explore the university campus market. So the bargaining power of suppliers is not very strong.

3. New entrants

At present, China's mobile communication industry as a whole tends to be mature, and its business areas are almost covered by China Mobile, China Telecom and China Unicom, and they have won a certain market share, each occupying the necessary market space. In this form, for any new entrant, the entry barriers are already quite large, such as cost, service, technology and public relations, and they will not gain advantages in the short term.

In addition, another very important factor is the current national conditions in China. Based on China's special national conditions, although various industries are gradually improving, they still lag behind developed countries in general, and some industries, especially the communication industry, are still immature. Therefore, it is necessary to set up protective barriers, which not only ensures the benign development of the China market, but also shields the interference of the external market to a great extent.

Therefore, it is impossible for China's communication industry to have new entrants for the time being. For the current market, operators are hardly affected by new entrants.

Step 4 substitute

At present, there are no other substitutes for this product, but as far as customized mobile phones are concerned, the substitutes are non-custom machine, China Mobile custom machine and China Unicom custom machine, which pose a greater threat.

5. Peer competitors

At present, the communication market in China is dominated by three giants, with China Mobile, China Telecom and China Unicom each leading the way. China Mobile has a relatively complete network, high-quality service and the largest profit in the current telecommunications industry, and has initially formed its own complete intellectual property system, with strong innovation ability and operational strength. On the other hand, the current market share of mobile is quite large, and the scope of development is very small, that is, the new profit space is relatively narrow.

The development of China Unicom is relatively slow, especially in terms of technology, so it can't be upgraded on a large scale for the time being, and the fact that the communication signal is weak will continue to exist. However, it should not be overlooked that Unicom's services are gradually improving, and its relative market share is growing slowly and continuously.

Generally speaking, as far as the current market situation is concerned, the competition among peers in the industry is challenging and difficult among the five major forces. Specifically, it is the competition among China Telecom, China Mobile and China Unicom. Both operators are frantically competing for the campus mobile phone market relying on their respective advantages.

(3) Industry environment

The market shares of China Mobile, China Telecom and China Unicom in colleges and universities are x%, x% and x% respectively, and a large part of the college market is occupied by mobile. Because of its excellent mobile communication, China Mobile ranks first on campus, China Telecom ranks second, and China Unicom has fewer campus users. Telecom and China Unicom are in a weak position, but from another perspective, this is another opportunity, because telecom has a very broad market space to open up.

(D) the competitive environment

Faced with fierce market competition, China Telecom, China Mobile and China Unicom are all using their own resources and advantages to seek their own unique positioning. Words such as "no price war" and "blue ocean strategy" are frequently put forward, all of which are seeking differentiated business strategies.

(1) China Mobile will continue to adhere to the "Three Low Principles" and deepen the rural market. For old customers, do a good job of customer care and reduce the turnover rate. In the high-end market, it is mainly aimed at the immature situation of 4G network. It can be said that the mobile strategy is still quite satisfactory, and it has made small achievements in the middle and high-end market.

(2) In the short term, the main driving force of China Telecom's performance growth depends on the improvement of the efficiency of fixed-line assets brought about by the bundling of fixed and mobile services; In the medium and long term, China Telecom's mobile service, especially its mobile broadband service, will become the key factor to promote the company's performance. To this end, China Telecom has been actively using its huge advantages in fixed network to bundle sales. Compared with WCDMA, CDMA service has lower cost, which is a big advantage of telecom in the middle and high-end market.

(3) In order to keep the balance between market share and profit rate, China Unicom tried to attract more high-end users by building a boutique network and relying on a mature WCDMA network to introduce star terminals such as iphone and HTC.

Verb (abbreviation of verb) market strategy

(1) products

China Telecom's customized mobile phones mainly include xx and other brands, and the positioning of mobile phones is low-end smart phones. The contract price is between XX and XX yuan, which is in line with the purchasing power of college students. Compared with the other two operators, the competitive advantage of telecom customized mobile phone lies in its attractive contract package to buy mobile phones to send broadband, and the performance of telecom customized mobile phone is also better than the other two operators, such as mobile phone CPU. On campus, China's mobile phone business occupies the first place, and telecommunications ranks second.

(B) market segmentation

The main target customers of telecom customized mobile phones on campus are boys in their sophomore and junior years. Generally, in universities, students only buy computers when they are sophomores. Generally, boys will have broadband demand after buying a computer, because they like playing games and have network speed demand. This kind of people buy telecom customized mobile phones in order to buy a package to send broadband. Generally, such consumers have no special requirements for mobile phones.

(3) Target market

The target market is sophomores and juniors, and freshmen should also be actively influenced as potential customers. The main sales area is all the campuses of our school.

(D) Market positioning

Telecom customized mobile phones are generally positioned as low-end smart phones to meet students' purchasing needs and purchasing power. At the same time, Tianyi 3G is also the main 3G service promoted by telecom, which is designed for the younger generation with the slogan of fashion.

Action plan of intransitive verbs

(A) product strategy

Clear product positioning, strive for the cooperation of more mobile phone manufacturers, launch more customized mobile phones of brands, enrich the selectivity of telecom customized mobile phones, and continuously launch and continuously improve contract machines for buying mobile phones to send broadband. This marketing method can achieve good results with the help of the monopoly position of telecom broadband in campus.

(B) the price strategy

According to the purchasing power of college students, the contract price of medium-priced customized mobile phones is reasonable.

Xx-xx yuan contract machine is the most popular among students. If the mobile phone consumption package is a broadband package, the minimum monthly consumption package price should be controlled within X yuan. If it is an ordinary package, the minimum consumption will be controlled within X yuan.

(C) Channel strategy

Marketing needs to pay attention to the convenience of customers' purchase. For communication operators, it should include the improvement of channels and services.

(1) Set up a student agent. It is very convenient for college students to buy telecom products. Especially when freshmen enter universities, student agents should be widely distributed.

(2) relying on various media and publicity channels of various activities held on campus to expand the influence of their own value-added services, so that users can understand the value-added services of telecommunications from all aspects and choose the services they need.

(3) Transparency of value-added services. So that college students can conveniently check the value-added services in a short time.

(4) Increase the number of users through the free SMS platform of Yixin, which is cooperated by Telecom and Netease.

(5) Sponsor various activities of school associations to increase their influence.

(d) promotion strategy

(1) Negotiate with the school to mail the admission notice of new students, and attach the telecom mobile phone card.

(2) Sponsor the welcome party of each college to improve students' awareness of telecommunications and increase the sales of telecom mobile phones.

(3) Hold a telecom mobile phone fair on campus to introduce telecom mobile phones to students.

(4) At the beginning of each year, the orientation activities for freshmen are carried out to leave a good impression on freshmen.