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China Telecom Tianyi campus , \

Author: ZhangDeXin
Tutor: YangYanJun
School: Central South University
Course: Business Administration
Keywords: School ICT mobile communication marketing
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 169
Quote: 0
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Abstract


Under the environment of Informationalization (information-based) in education, the concept of the collaborative education and the environment of national policies, people are pursuing the best effect of educational applications of modern information technology. Because of this reason, "the ICT business in school" (School ICT) appears."School ICT" builds a bridge between the family and the school, centering on students, which makes the co-operation between the family and school more efficient and more effective.But the past marketing experience showed that some demand for mobile value-added services is similar to traditional voice services in the marketing, which can be directly based on Theory 4P and Theory 4C of traditional marketing model. And some mobile value-added services show individual characteristics and diversity in the marketing* and it is not easy to use traditional marketing model. These services need to focus on mobile value-added business value and emphasize the individual needs, therefore it needs a new marketing model.Based on the "School ICT", this paper firstly uses some relevant basic theory of marketing, SWOT analysis theory and tools to study the application situation of "school ICT" and competition in the market and major problems that may exist. Then, based on the "ICT school" business methods and models of marketing, my paper summarize the methods and models of the "School ICT", including market segmentation, integrated marketing communication promotion, advertising marketing, promotion strategies, collaborative marketing communications, public relations and marketing, business integration of marketing, business innovation and marketing, customer service. By showing "school ICT" advantage and disadvantage of various marketing model, my paper attempts to let it take a proper marketing strategy for its own characteristics and establish its own marketing model system.

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