1, pricing strategy
Practicality is the basic consumption characteristic of college students. Generally speaking, good quality, low price and economy are the basic principles for many college students to buy goods. Therefore, low price range and small profits but quick turnover are the best choice for enterprises. Of course, for a few well-off college students, enterprises can also focus on developing their novel and novel consumption potential on the basis of meeting their basic needs, reasonably guide them, and appropriately increase some high-quality and cheap products to meet their needs.
In view of the actual situation of the university market, enterprises should adopt middle and low-grade pricing strategies, and at the same time use price discounts, concessions, gifts and other promotional means to attract more college students. You can also choose the way of differential pricing to set different prices for the same type of series products to meet the needs of college students at different consumption levels.
2. Product strategy
In order to explore the market of colleges and universities, enterprises should first grasp the changing characteristics of their consumption demand according to the actual situation of college students and develop various products that can meet the needs of college students.
Generally speaking, new products with good quality and moderate price are easily recognized and accepted by college students. Therefore, enterprises should introduce economical, practical, multi-functional and high-performance products for college students to adapt to their realistic psychology. At the same time, based on the structural differences of college students' family income and grades, enterprises with diversified business capabilities should conduct market segmentation according to their own strength and operating characteristics, and then conduct differentiated product positioning and marketing according to different target markets, develop different types and grades of products, and strive to shape the advantages and characteristics of products in terms of styles and packaging to meet the needs of college students with different consumption levels.
In addition to product development, enterprises should also pay attention to service innovation to stimulate college students' desire for consumption. While providing general services, we should provide enthusiastic and humanized services and guidance, show concern and respect to college students, do a good job in product consultation, information transmission and introduction, be their staff, and guide college students to rational consumption.
3. Communication combination
The general starting point of university marketing should be to establish brand and image. Therefore, the university market needs effective communication combination, and different communication modes have different effects at different stages of consumers' purchase decision (as shown in the following figure). Therefore, we need to integrate marketing tools to achieve the best results.
(1) advertising. Advertising in the university market should have a clear advertising strategy. In order to establish and maintain the brand of products and enterprises, the advertisements in the university market should be targeted, which mainly depends on the characteristics of the university market and the consumption psychology of students. Due to the limitation of cultural and recreational facilities in schools, TV advertisements generally have little promotion effect on college students. Effective promotion means are newspapers, magazines, campus posters and leaflets with high reading rate. In view of college students' consumption characteristics and psychology of seeking novelty and difference, advertising positioning is based on psychological demands, and in the transmission and expression of emotions, it strives to move people with emotion, attract people with things and attract people with novel and unique goods. At the same time, combined with advertisements, some promotional activities, such as giving gifts and live performances, are held to help college students who lack commodity knowledge and consumption experience understand the performance of commodities and trigger impromptu purchases.
(2) the relationship between the public and the public. Enterprises can establish a good corporate image and improve their brand reputation by setting up scholarships and subsidizing poor college students in colleges and universities; In addition, sponsoring student activities is also a good form of public relations, such as sponsoring various forms of competitions, lectures and various community activities in colleges and universities, which is not only conducive to narrowing the distance between enterprises and college students, but also conducive to promoting enterprises and their products and enhancing the awareness of products among college students. In addition, enterprises can make full use of the Internet to publish all kinds of information about their products. In the websites that students often visit, product information is published and disseminated in a targeted manner, and product promotion and sales are carried out in combination with online shopping, so as to carry out "paperless" promotion.
(3) promotion. Preferential activities, discount promotion, product display, lottery, sample use, etc. The following are some promotional methods suitable for the university market: distributing samples (such as shampoo and drinks), coupons (fast food restaurants and restaurants), cash discounts (mobile phones, computers and satellites), competitions, sweepstakes, games and free use (washing products, clothes, etc.). ), POP show and live demonstration.
4. Sales channels
College students have a strong sense of time. They want to buy goods conveniently and save time. Therefore, they are used to buying ordinary goods nearby. When designing distribution channels, enterprises should arrange sales outlets near or in schools as far as possible to reduce the intermediate links of distribution channels. On the one hand, it can reduce commodity prices, on the other hand, it can directly and conveniently grasp market trends. You can consider the following two forms of distribution:
(1) retail terminal. Set up supermarkets and retail stores directly near the campus. According to our survey results, most colleges and universities in Wuhan have campus supermarkets and retail stores near their schools. These enterprises directly point the target market to the campus, serve teachers and students, and have achieved good economic benefits.
(2) Factory direct sales. Manufacturers can consider setting up retail stores directly in colleges and universities. Of course, it depends on the relationship between the school and the enterprise and the communication skills and skills of the enterprise. According to the excitement and curiosity of college students, we can enhance the attractiveness of college students as a consumer group by strengthening the cheerful atmosphere and cultural taste in the store. If possible, many business alliances will create a distinctive "shopping street", which integrates leisure, shopping and viewing functions, and integrates eating, wearing, using and entertainment, which often makes college students linger.