Facing the communication market of college students, analyze how a certain communication operator carries out market research, market segmentation, reasonable positioning and marketing mix and other b

Facing the communication market of college students, analyze how a certain communication operator carries out market research, market segmentation, reasonable positioning and marketing mix and other business activities

As the world's largest mobile communications operator, China Mobile focuses on market segmentation and continues to launch exciting services. At present, China Mobile has three major customer brands: "Global Communications", "M-Zone" and "China Travel", as well as the mobile data business brand "Monternet", which can provide customers with thousands of voice, data, IP phone and multimedia services. In order to occupy the market, a series of marketing activities must be carried out.

Market research

There are many ways of market research. As a communications company, the mobile company used its own advantages to conduct surveys on college student consumers through SMS Q&A and telephone Q&A. At the same time, he also printed and distributed some questionnaires and used work-study and other methods to allow students to conduct surveys among their own groups. At the same time, in view of the fact that college students like to express themselves and other personalities, we conduct some activities to conduct our own market research.

Market Segmentation

As China's largest mobile communications operator, China Mobile Communications is conducting market segmentation for different user groups and launching different brands for different target audiences. "M-ZONE" tailored for young people is one of them. M-ZONE targets the mobile communication needs of young customer groups, integrates brand image, price, channels, marketing and services to build young customers. The group has a sense of belonging to the "M-ZONE" brand and establishes an innovative and enterprising company image. After the brand was first launched in Guangzhou, its exciting data services (such as picture ringtone downloads, mobile QQ chat and wireless games, etc.) and flexible SMS packages attracted many young users to join it.

Reasonable positioning

In China's fiercely competitive telecommunications market, China Mobile breaks the convention of homogeneous market positioning and undifferentiated market segmentation, and uses reasonable positioning to include The "Dynamic Zone" with elements of "fashion, fun, and exploration" takes the lead, targeting the young fashion group; secondly, we are optimistic about mobile QQ. Basically every student in colleges and universities has a QQ. China Mobile is optimistic about this area and launched Mobile QQ, allowing them to understand more businesses through the understanding and application of Mobile QQ, and comprehensively develop Mobile's digital business. This has prompted the telecommunications industry to step out of the quagmire of price wars and onto the stage of brand competition, promoting a qualitative change in the competitive landscape of the domestic telecommunications industry.

Since its launch, "Dynamic Zone" has set off a dynamic craze in the whole society with its rich brand connotation and accurate customer positioning. In addition to free and value-for-money tariffs and rich and interesting services, "Dynamic Zone" also held a series of fashion activities, inviting "Little King" Jay Chou to serve as its image spokesperson, sponsoring "MTV Music Festival" and "Chinese Chart", and hosting Street dance challenges, alliances with McDonald's, etc. are very popular among young people, especially college students. Today, "M-Zone" has become synonymous with young fashionable people and their lifestyle.