Understanding marketing papers 1
Research on College Students' Consumption Marketing
Abstract: In recent years, with the increasing number of college students, the consumer market with college students as the main consumer group has attracted more attention from businesses. For many businesses, the consumer market for college students not only contains huge business opportunities, but also means that the quality of consumer groups is constantly improving. Therefore, businesses should actively develop products aimed at college students' consumption needs, set prices that college students are willing to accept through market research, seek distribution channels for products to reach college students smoothly, and stimulate college students to take purchase behavior through promotion and publicity. This paper mainly expounds the problems existing in the development of college students' marketing, and puts forward some countermeasures and suggestions for these problems.
Keywords: college students; Marketing; Problems; Countermeasures
First, the problems existing in college students' consumption marketing
(A) businesses lack the vision and ability to explore the market for college students.
Sometimes businesses are very slow to respond to the consumer market of college students, which leads to the loss of many business opportunities. On the one hand, it is because merchants don't have the concept of developing the youth market, which shows that they don't know much about the living habits of college students. On the other hand, they have no corresponding ability and lack avant-garde and sensitive insight.
(B) the lack of marketing and publicity and public relations.
Marketing promotion and public relations activities are important ways for merchants to promote products and corporate culture. However, businesses have not done enough in this regard. For example, students are not fully used to participate in the marketing team, and there is a lack of broader public welfare activities. In addition, the advertising activities of merchants are mainly outside the school, and there are few promotional activities in the school yard. Students' awareness of commodities is low and their influence is very limited, which leads to college students' lack of understanding of corporate culture. These are not conducive to the establishment of corporate brand and image.
(C) the lack of marketing segmentation strategy
Many merchants make products with brands and grades, without considering the real situation of college students themselves. College students come from all over the country, and their family income and consumption levels are different. For college students with good family conditions, high-grade goods are their favorite, while for college students with poor conditions, these high-grade goods are difficult to satisfy. Most of them buy goods that meet their own consumption level. In this regard, businesses lack market segmentation, fail to set the prices that college students are willing to accept, and lack products aimed at different consumption levels of college students.
Second, the countermeasures and suggestions for the problems existing in college students' consumption marketing
(A) businesses must first fully understand the characteristics of college students' consumer market, market segmentation and product positioning.
The steady growth of college students' group and purchasing power makes the college students' consumer market develop rapidly. The survey also shows that the consumption structure and characteristics of college students are obviously different from other consumer groups. Although college students are similar in age, due to the influence of social factors such as family background and growth experience, college students, as a consumer group, have both the same characteristics and the characteristics of diversity and complexity. According to the unique characteristics of college students' consumption market, merchants can segment the market and operate some products for different consumption levels. At the same time, businesses should also realize that shopping malls, such as battlefields, are naturally aggressive in marketing business wars. Therefore, businesses should grasp the needs, desires, feelings, interests and attitudes of college students and develop various products to meet their needs. In the process of product development, it is more necessary to consider the characteristics of college students. When shopping, college students often consider the practical value, aesthetic value and innovative value of products. Therefore, the design of products, no matter from the appearance, packaging or function, should be constantly integrated into the cultural elements of college students to adapt to their realistic and diverse consumer psychology. At the same time, businesses can also attract college students by providing quality services. For example, go deep into college students' dormitories, get in touch with them at zero distance, understand the market research contents of college students' psychological and cognitive satisfaction with products, set the price that college students are willing to accept, and adopt corresponding marketing strategies to make businesses more competitive in the market. In addition, college students are allowed to customize products, so that they can design the color, appearance and packaging of the required products according to their own preferences. This fully embodies the business philosophy of respecting and attaching importance to college students and putting service first.
(B) to carry out effective advertising and marketing activities
Due to the limitation of conditions, TV broadcasting generally has little effect on the promotion of college students. College students learn more information mainly through SMS, magazines, campus posters and leaflets. Therefore, merchants should be emotional in advertising, seduce with things, and arouse college students' desire to buy with novel products and good performance. For example, bulletin boards set up in many places in our hospital are facilities specially prepared for some campus posters and publicity information.
(C) the use of retail terminals and factory direct sales distribution strategy
Take the distribution channels of wholesale, retail and direct sales, and deliver the goods directly to supermarkets and retail stores near the school. At the same time, middlemen can wholesale small stalls to expand product coverage. Merchants should make full use of the resources of the school and strive to open up a variety of sales channels in order to win more and greater profits. For example, at the beginning of each semester, many businesses do promotional activities directly on campus. Mobile companies, China Unicom, commodity companies, cosmetics companies and other businesses. Almost every semester, some promotional activities will be held in colleges and universities to stimulate college students' consumption.
Third, the conclusion
College students' consumption market has great development potential and is a fertile ground to be developed. Therefore, for businesses, it is necessary to have a deeper understanding of college students' consumption habits and characteristics, actively develop products aimed at college students' consumption needs, set the prices that college students are willing to accept through market research, seek to make products reach the distribution channels of college students smoothly, and stimulate college students to take purchase behavior through promotion and publicity. At the same time, it is necessary to formulate flexible, pragmatic and innovative marketing mix strategies and actively explore the consumer market of college students. Judging from the prosperous market scene around colleges and universities in our province, whoever grasps the consumer market of college students will seize the direction of future social development and the road to making money in the future.
References:
[1] Wan Houfen. Marketing course [M]. Higher Education Press, 2003
[2] Li Lei, Huang Jianling. Analysis of college students' consumption status and characteristics [J]. Consumer economy in 2007
[3] Wen Xiaoqing, Shi Youchun. Consumer psychology [M]. Tianjin University Press, 2004
[4] Feng. Modern marketing [M]. Economic Management Press, 2004
[5] Long Bing. Consumer behavior and economic growth [M]. China Social Sciences Press, 2007.
Understanding of marketing papers II
Research on Marketing Strategies of Contemporary College Students
[Keywords:] college students; Consumption characteristics; market strategy
Abstract: With the enrollment expansion of colleges and universities, the scale of college students has been expanding. The consumer goods market with college students as the main consumer group will also become a unique and potential market segment. Facing this special group, this paper discusses how to use effective marketing strategies to attract this group.
With the expansion of colleges and universities, the scale of college students is also expanding. People will certainly find that there are always many shops outside every school. The market they face is students, and students depend on them for their survival. In the process of competition, many businesses have turned their attention to schools and rushed to advertise in schools. It can be seen that the consumption market of college students is huge, and how to use effective marketing strategies to seize this huge market is very worthy of our study and exploration.
Through the investigation of four higher vocational colleges in eastern Guangdong, I found that there are obvious consumption characteristics in the college student market. For example, college students' consumption behavior is personalized, fashionable and diversified, and their consumption structure is diversified. At the same time, the consumption behavior of college students tends to be rational. However, we should also see that there are many problems in the college students' market, such as blind consumption, comparison consumption and strong conformity psychology.
In view of the characteristics and existing problems of college students' market, as an enterprise, if it wants to seize the college students' market and get huge returns, it must subdivide the market, choose its own target market, conduct correct market positioning, and determine the marketing combination suitable for the target market, that is, the combination of product strategy, price strategy, sales channel strategy and promotion strategy. Here are some marketing suggestions from my personal point of view:
First, product mix strategy
Enterprises should develop products and services suitable for college students' consumption needs. Strive for product innovation and stimulate college students' desire for consumption. For example, at present, almost every college student has a mobile phone, and the mobile phone company can provide a series of mobile phone decoration products with various styles, styles and colors for students with different preferences to choose from to meet the individual needs of college students. For another example, the ownership rate of computers, MP3 players, digital cameras and other commodities among college students is also increasing. Enterprises can make full use of their own advantages to develop products suitable for the college student market. At the same time, enterprises should also attach importance to the development of leisure products for college students. According to the survey, 40% students spend their leisure time sleeping and surfing the Internet, but some commercial projects that are beneficial to college students' study and physical and mental health have not really been developed. For example, extracurricular training, education and tourism projects. Enterprises should be targeted in the provision of products, so that the product mix is rich and colorful and updated in time to adapt to the diverse consumption personality of college students.
In addition, in service industries, such as laundromats, service shops for ironing and mending clothes, bookstores that mainly deal in various examination books and study books, etc. , are urgently needed by college students. Small restaurants and hair salons with characteristics also have stable market demand. In the thinking of product development, enterprises should not only consider the use value of goods, but also consider the overall value of product packaging, brand and all additional benefits and services. College students pay attention to the practicality and convenience of products, and have low requirements for services, but they have a strong sense of respect and brand. Enterprises should make college students feel superior as customers, establish a fast customer feedback system, and properly handle college students' opinions and suggestions in time.
Second, the product pricing strategy
As a consumer group, college students are not yet independent economically, and the overall consumption level of the market is not high, which makes the pricing of products developed and designed for college students an important issue. However, the consumer market for college students is characterized by its huge scale. Therefore, enterprises should pay attention to the market size of products rather than the unit price of products when pricing products. The product pricing of college students' consumer market should make full use of economies of scale, expand market share and scale, reduce product costs and maintain stable and excellent product quality.
Third, channel innovation strategy.
The survey found that the supermarket is the most popular shopping place for college students, because the supermarket has a complete range of goods, low prices and a relaxed shopping environment. Convenience stores on campus are usually concentrated near canteens and dormitory buildings, which is very convenient for college students to purchase urgently. The sales channels of daily necessities should be mainly supermarkets and convenience stores. In addition, online sales, direct sales and group buying are also very suitable sales methods for college students. The most suitable products on the Internet are popular and fashionable products, such as books, newspapers, software and digital products. When adopting these sales methods, we can also improve the participation of college students' consumers, such as cooperating with student unions, societies and other organizations in colleges and universities, and even providing college students with certain employment and practice opportunities, establishing corporate image, strengthening relationship marketing and cultivating consumers' loyalty.
Fourth, targeted promotion strategies.
Promotion strategy should pay attention to the effectiveness of information transmission. It is suggested that enterprises should not focus on traditional media, such as TV, newspapers and other mass media, but turn to targeted Internet advertisements and POP advertisements in campus stores. Interactive activity planning to stimulate enthusiasm will be a very effective form of college students' marketing promotion. Various forms of competitions, cultural and sports activities, lectures, parties and various community activities attract a large number of students to participate, which is an opportunity for enterprises to enhance college students' attention and deepen their brand impression. Strengthening contact with relevant departments of colleges and universities and various student organizations, and publicizing the latest commodity information and consumption trends among students in time can also effectively promote the construction of corporate brands.
As an enterprise, on the one hand, we should attract students to subscribe to the products of the enterprise, and on the other hand, we should make consumer guide for students, because it is found in the survey that the consumption situation of college students is basically realistic and reasonable, but there are also unhealthy phenomena such as blind consumption and comparison consumption. Some consumption items are related to factors such as lack of financial management ability and pursuit of material enjoyment. Although this unreasonable consumption behavior is not the mainstream of college students' consumption behavior, it can not be ignored. Consumers' values and feelings about life are the fundamental reasons that affect consumer behavior. For enterprises concerned about the college students' market, they should actively spread the concept of healthy consumption, instead of grasping the psychological weakness of college students and taking the opportunity to make huge profits. Enterprises should also see that the consumption potential of college students is not fully reflected in their career, but it is an important period for the formation of brand loyalty. Therefore, enterprises should not only consider short-term interests, but should aim at creating customer satisfaction and long-term social welfare. While exploring the market, enterprises need to cooperate with schools to cultivate college students' financial management ability and scientific consumption concept, develop good consumption habits and promote the construction of healthy campus consumption culture. This is of great significance to cultivate the market for college students, expand social consumption and promote social production.
In a word, paying attention to college students' consumption market is not only beneficial for enterprises to explore the market, improve profits and sales levels, but also conducive to fully meeting college students' consumption needs, guiding and cultivating college students' correct consumption concept and financial management ability, and promoting their healthy growth.
refer to
[1] Cheng Yugui, Chen. Analysis of current college students' consumption behavior and characteristics of consumption market [J] Modernization of shopping malls, 2006(7)
[2] Bai, consumer psychology analysis [M], China Economic Publishing House, 2006,
[3] Chen Wenhua, Consumer Psychology and Marketing Countermeasures [M], China International Broadcasting Press,