Abstract As the economy develops, the market share for telecommunications and customer values in universities accordingly are increasing. Recognizing the tremendous potential for growth, the three major operators of telecommunications compete with each other fiercely in universities. Different from other telecommunications markets, the market in universities means a large number of  high-values customers in future  three to five years. Relatively speaking, universities are isolated from the society and students in them have a distinct consumption pattern; thus is it necessary to draft suitable marketing strategies towards them. Respectively thinking from strategy and strategic level, considering the factors of affecting the campus marketing，this paper is designed to research problems in the marketing strategies of China Mobile to students in Jiangsu Normal University and ways to handle them, thus offering suggestions to China Mobile on its marketing strategies in Normal University. 43821

Key Words: Xuzhou Mobile;     campus marketing in Jiangsu Normal University;      marketing strategy

摘  要近年来，随着经济不断发展，高校移动通信市场规模不断扩大，客户价值不断提升，其蕴含了巨大的增长潜力，三大电信运营商都在关注着这个市场，为此展开了前所未有的激烈竞争。高校移动通信市场不等同一般的大众市场，对于各大电信运营商来讲751^文`论*文-网www.751com.cn，在未来的 3-5 年后大学生用户将是运营商未来潜在的高价值客户。由于高校相对封闭而学生的消费特点又相对特别，因此必须针对高校移动市场制定与其相适应的市场营销策略。本文主要研究移动公司江苏师范大学校园市场营销存在的问题及解决策略，分别从战略与策略层面思考,综合考虑影响校园营销的因素,尝试寻找一种适合徐州移动校园营销的长远发展之路。希望通过本文移动校园市场营销策略分析策略的研究，对以后移动公司在校园进行市场营销时有所帮助。

毕业论文关键词：徐州移动公司     江苏大学校园营销     营销策略

Contents

Abstract i

摘  要 ii

On the Marketing Strategies of China Mobile in Jiangsu Normal University 1

Chapter one Introduction 1

1.1 The Purpose of the Research 1

1.2 The Significance of the Research 1

Chapter two  Analysis on the Consumption Demands of Students in JSNU 3

2.1 Utility and Fashion 3

2.2 Personality and Assimilation 3

2.4 Multi-tiered Consumption and Diversified Consumption 4

Chapter three  Analysis on the Recent Marketing Strategy of China Mobile 5

3.1 Market Positioning 5

3.2 Products 5

3.3 Price 6

3.4 Place 6

3.5 Promotion 6

Chapter four  Causes for the Problems in China Mobile’s Market Competition 9

4.1 The Burden of Fierce Competition and Saturated Market 9

4.2 Lack of Competitive Advantage 9

4.2.1 Problems in Publicity 9

4.2.2 Problems in Products and Pricing 英文论文中国移动大学校园营销策略研究:http://www.751com.cn/yingyu/lunwen_44856.html