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Analysis of Daily Consumption of Sichuan Information Technology College Students and the Marketing Strategies

Author: ZhouHaiJuan
Tutor: GuoQiang
School: Southwest Jiaotong University
Course: Business Administration
Keywords: University student Daily consumption Marketing Strategy
CLC: F723
Type: Master's thesis
Year: 2010
Downloads: 190
Quote: 0
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Abstract


Large-scale institutions of higher learning in the country, colleges and universities in the enrollment. College students as a huge consumer groups, market potential is large. College college students as the main consumer of the consumer market is a unique and potential market segments. The study and understanding of college students such a consumer groups, consumer characteristics and real consumption situation, analyze how to seize market opportunities, develop the correct marketing strategies, and how the successful development of a consumer market of College Students valuable. The actual needs of the enterprise should carefully research and analysis of college students, in line with the development of products and services required by the college students, the implementation of the marketing strategy in line with the college students of consumer behavior and psychological characteristics. In this paper, the questionnaire survey conducted a sample survey of the consumption of the Sichuan Institute of Information Technology (hereinafter referred to Chuanxin vocational college) students get of polytechnical Chuanxin consumer demand of the students first-hand information on college students total consumer market and the consumption structure of the statistical analysis. College students conducted interviews through access to relevant information in the literature and on the network, comprehensive analysis, the total capacity of the college students consumer market is huge. And daily consumption of Sichuan Institute of Information Technology Services status quo, Chuan Xin vocational college location, campus size of reasons, lack of good supporting facilities, Chuanxin polytechnical not fully meet the needs of students in the school, many profit, low competition, market or no competitors can enter the market potential is large. Combined with Chuan Xin vocational college students the actual level of consumption and spending power, targeted to develop a marketing strategy: a focus on practical and innovative product strategy, focus on timely and thoughtful service; pricing strategy is mainly low-cost strategy, combination of psychological pricing techniques; sales channels and strive to embody the convenience and diversification of channels, the traditional channel selection the campus supermarket and convenience stores, and the importance of online marketing; promotion strategy should be flexible, focusing on the establishment of a good school-enterprise cooperation between efforts to strengthen the promotion of campus activities. , Students shopping satisfaction is an important factor in the success of corporate marketing. Psychological characteristics and behavior-oriented, concerned about the students' consumption status, to grasp college students living consumer culture and improve our financial providers in the current issues of mutual concern.

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