Analysis on the characteristics of campus fruit market;
1. Closed information: College students have little contact with TV media. Generally, they just need to watch TV in the campus cafeteria. Most of their information comes from radio and the Internet. Maybe it's from roommates, classmates and friends. It is precisely because of the closed information in the campus market that the reputation of college students in the consumer circle is very beneficial to businesses and enterprises.
2. There are more people planning and meeting, and the consumption level of college students is also advancing. According to the views of Max Data Company and Tencent Education on college students' consumption and financial management, it is found that the consumption of college students is related to the consumption level of the city where they live. In the meantime, the average monthly expenditure of students in the first-tier cities of "North, Guangzhou and Shenzhen" is 1.378 yuan, while the average monthly expenditure of students in other municipalities directly under the central government, provincial capitals and sub-provincial cities is 1.09 1 yuan in 270 yuan, and cities at or below the prefecture level.
Where do college students spend an average of 1243 yuan per month? The students surveyed chose the three expenses with the largest proportion of monthly consumption. In addition to the basic food expenses, college students only like to "eat", and snacks, drinks, nutrients and other foods (57%) are the most important expenses. Boys mainly spend on other foods (565,438+0%), social entertainment (46%) and daily necessities (37%), while girls mainly spend on other foods, image consumption (both 62%) and daily necessities (48%).
Boys spend 65,438+02 and 65,438+05 percentage points more on communication/internet access fees (32%) and digital products (65,438+09%) than girls, respectively, while their share in picture consumption (30%) is 32 percentage points lower than girls.
3. Sustainability of consumption: The campus market is sustainable. Every year, a group of students graduate, and another group of students are reborn to enter the university. Moreover, college students have knowledge capital. If enterprises or businesses seize this opportunity and constantly explore this market, Bian Xiao believes that the campus market will occupy a large share of the entire consumer market.
Analyzing the market of campus digital products through proofreading;
According to the investigation and analysis on the theme of "the application and consumption of digital products for college students" in an institution, it is found that the most commonly used digital products for college students are mobile phones, notebook computers, USB flash drives and routers.
During this period, mobile phones accounted for 98.4 1%, notebook computers accounted for 85.7 1%, and USB flash drives accounted for 53.72%.
%, of which routers accounted for 44.44%. In addition to these, such as sports bracelets, learning machines, digital cameras, headphones and other digital products that college students often use.
When they buy digital products, the two most important factors are price and quality, followed by appearance, with price accounting for 80.95% and quality accounting for 92.06%. 77.78% of students' digital products are "too long to be replaced", and 50.79% of students say that they are "behind the times and need to be replaced". Assuming that manufacturers can grasp the "fashion-seeking" mentality of college students, study the trend elements, and plan products with fashionable appearance and reasonable price, these digital products are more marketable in this special group of college students.
Based on the practical experience of the campus market in recent years, Guo Xue believes that there are two ways to promote digital products in the campus market:
Cooperation between enterprises and student associations
1. Sponsor campus activities, parties and other influential campus activities.
Enterprises or businesses that sponsor activities and parties organized by campus associations will make brands enter the campus and make students or other operators in the campus leave a deep image on the brand. Sometimes, some important parties on campus will record videos and put them online, which is an opportunity for companies or businesses to show their brands again, and the brand's exposure will be greatly improved.
2. Look for talented student associations to promote products online and offline.
For example, online promotion methods mainly include: using massive tweets, community/circle of friends /H5 contacts for fission promotion, after all, what happens is accurate users. For digital products, offline promotion can be done by "making posters and distributing leaflets on campus". Posters and leaflets are very common in universities, and many people don't read them very much. So at this time, it is particularly important to make a thoughtful poster and leaflet to attract the attention of college students. As long as the posters are novel, people won't lose them so soon. Leaflets and posters are printed with basic information, promotional activities and humanized after-sales service of brand digital products, achieving the maximum publicity effect. During this period, the first point of campus activities is also attributed to the offline campus promotion method. Only Bian Xiao thinks campus activities are more important and influential in campus promotion methods, so he regards them as the key.
(B) change the marketing strategy
1. Price strategy
According to the data, college students spend 1000-3000 yuan on digital products every year, which is between this plan. According to the analysis of group shopping of college students, college students are more individual and love brands, but they can't afford expensive products. Therefore, if enterprises or businesses want to occupy this market share, they need to make reasonable adjustments in price, ensure quality and excellent after-sales service, and have a good reputation. In this satisfied consumer market, small profits but quick turnover is also a good sales method.
2. Path strategy
According to an institution's inquiry, it is found that college students choose the purchase method according to their actual situation, so not all of them buy online. For example, computers, SLR cameras and other expensive digital products, or choose to buy in physical stores.
Do digital products have a future in the university campus market? After the above inquiry, analysis and practical experience of proofreading, Bian Xiao's answer is "Yes". Although the industry of digital products is very competitive now, and there are various brands of mobile phone shops around the campus, Bian Xiao believes that this market is not in a full state. Besides, digital products are not only commonly used by students, but also popular among college students, such as USB flash drives and bracelets for measuring heart rate during running.