I. Analysis of Marketing Situation
1. Market Situation
Under the condition of questionnaire survey, according to the total number of 8,423 students in Huizhou College, it is estimated by 3% sample sampling that at present, the number of mobile phone owners in Huizhou College covers almost the whole school, with 98% having mobile phones and only 2% not having mobile phones. It can be seen that the mobile phone card market on campus is very large. But among the 241 people who have mobile phones, 193 use mobile cards, accounting for 8% of the market, and 31 users use China Telecom PHS, accounting for 13% of the market. Unicom is only 17, and its market share is only 7%; Household. It can be seen that the current market share of China Unicom is very low, less than one tenth of that of China Mobile. At present, in terms of market sales, the total monthly sales of China Mobile is 37,437 yuan (please indicate the data source at the end of page 11), the total monthly sales of China Telecom is 37,264 yuan (please indicate the data source at the end of page 11), and the total monthly sales of China Unicom is 31,214 yuan (please indicate the data source at the end of page 11). Therefore, in terms of market share and total sales, China Unicom is at a disadvantage stage.
QQ card of China Unicom is a new product, which is not familiar to people, and few people use it. The survey results show that less than half of the people know about QQ card business, while 6% don't know about QQ card business. From the analysis of these data, we know that: (1) the advertising of 1)QQ card products is not in place. (2) Consumers don't pay much attention to the advertising of Unicom QQ card products. (3) Unicom's products have little influence in schools. In the survey, we also learned that few consumers are willing to switch to QQ cards. Although the charges of QQ cards are very cheap, a large number of consumers have no intention of using Unicom cards at all. All these show that it is very difficult to open the QQ card market; It is more difficult to open the psychological market of consumers.
in the past two years, China Unicom has continuously introduced new products and new packages, which has greatly improved the company and service, and the image of China Unicom in consumers' minds has changed well. Now QQ card products suitable for students are introduced, which is a powerful means to broaden the consumer market of Huizhou University Unicom, and the development prospect of QQ card consumer market is good.
2. Product status
The new power QQ card has the original preferential tariffs and special value-added service functions of the new power, and local calls are free. At the same time, the new power QQ card has super QQ function-users can enjoy QQ privileges, such as the opportunity to enjoy the same QQ nickname as the last 5 digits of the mobile phone number; Received an exclusive QQ show image; You can chat with QQ at any time, modify your signature, and set QQ online and offline at will through your mobile phone. Accumulate QQ level, etc.
table 1 above shows the service charges of QQ card package. as for the package launched by QQ card, we know from the survey of consumers who know this product (among 96 people who know QQ card business) that about 68% of consumers choose 15 yuan package, 18% choose 21 yuan package and only 14% choose 31 yuan package. It can be seen that fewer and fewer people choose people with more information. According to the survey, about 54% of consumers can accept the local call charge of .11 yuan/minute for the caller and free for the called party, which is considered to be quite favorable. On the contrary, 69% of consumers feel that the charging standard for long-distance calls is too high and unacceptable. 67% of students still find the new QQ function package affordable and popular with consumers. In view of the increasing number of students chatting online, the increase of this function still meets the needs of consumers.
QQ target group is young people who are closely connected with the network and often use online instant messaging tools, including a large number of existing QQ users and other marginal groups. It is suitable for students, especially those who don't have computers. With QQ function, they can chat in QQ anytime and anywhere, avoiding the trouble and expensive consumption of going to Internet cafes. The product is different from other similar products, which is conducive to distinguishing product functions. However, under the background of decreasing mobile communication charges, the benefits of one-way charging to users may not be obvious. QQ card needs to add a long-distance phone bill package in terms of product phone bill setting, such as (1) a monthly long-distance phone bill package in Suoding area, and you can call at will as long as you pay a certain amount of long-distance phone bill every month. (2) You can set up multiple targeted preferential areas, implement low-cost charging, and charge the same price during busy hours and leisure hours.
3. Competition
3.1 Analysis of competitors
The brand reputation of China Mobile is the highest, and China Telecom ranks second, but China Unicom ranks last. Unicom's poor reputation is also the reason why consumers do not choose Unicom. A key factor in choosing mobile phone card products first depends on the brand credibility of telecom companies. If you lose the trust of consumers, you will lose your customer base and lose this market.
mobile: ranked first in the industry rankings, with high brand awareness and good credibility. The products launched include M-Zone, Shenzhouxing, Volkswagen and a series of products, which are widely loved by consumers, and the turnover continues to grow rapidly. Most of the consumers in the campus market are mobile customers. Mobile with good signal and high brand credibility easily occupied the market and won the hearts of consumers.
China Telecom: The PHS launched in recent years is widely loved by consumers. However, one-way charging has become a market development trend, and PHS market is beginning to shrink. The newly launched Guangdong Fellowship Card is a new means of competition, and it has received quite good results at present. Although townsman cards, 2 cards, IC cards and telephone supermarkets enjoy the market to a certain extent, it is known from the survey that many students do not use these services because of their inconvenience and the phone charges are similar to those of mobile phone cards. Moreover, it was strongly impacted by some mobile telecom companies, and the growth rate of telecom users in China slowed down.
computer QQ: with the development of science and technology, the popularity of computers on campus is increasing year by year, and more and more people use QQ to contact. Although QQ is far from being a major competitor, it is also a kind of vigilance, a kind of reminder that the future competition is not just about price.
3.2 analysis of competitive products
The main reasons why consumers choose mobile phone cards are that SMS is free, phone bills are often given away, the signal is strong and students have to use it. It is by this means that Mobile has achieved a good competitive advantage, and its sales performance ranks first in the same industry. The main competitor of QQ card now is the mobile M-Zone. At present, the market share of the mobile M-Zone is as high as 74.7%. Its main sales methods are: free SMS, frequent giving of phone bills and many attractive value-added services, and a large number of promotional activities are carried out at the beginning of the school year. Most students use the M-Zone card, and the current social market has a large proportion of students who use it, so it is also an effective promotion method.
second, the distribution situation
the main ways for campus consumers to buy mobile phone cards are: finding and buying by themselves, door-to-door sales by salesmen and buying when products are promoted. According to the survey, among the 241 consumers, 174 bought it by themselves, 6 bought it during product promotion, and only 7 bought it when the salesman came to sell the product. It can be seen that more than 7% of consumers buy their own products after understanding them. Although it also plays a certain role in promoting products, the effect is not ideal. Accordingly, it is indispensable to put advertisements in place, increase advertising fees and hold a large number of promotional activities.
third, consumption analysis
in recent years, the telephone expenses of students are no longer limited to local calls, and the ratio of long-distance calls is also increasing. As can be seen from the above survey data, the proportion of long-distance telephone charges accounts for more than one-third of the total telephone charges. For example, Guangzhou Mobile recently launched the IP long-distance call charge " price". The increase in value-added expenses is also an important part of the price war implemented by telecom companies.
Fourth, SWOT analysis
(1) According to S+O analysis, QQ card products that meet the needs of consumers still occupy a certain weight in the consumer market with preferential prices and many functional services, and the potential market space is large. However, it can't be limited to the existing services. At present, the price is fast, and new products and packages are constantly emerging. We should further increase various promotional activities and after-sales services. In the public relations, we should pay attention to dealing with the leaders of the Student Affairs Office of Huizhou University, and hold various public welfare activities in the school to improve the image of enterprises in the eyes of students.
(2) According to the O+W analysis, China Unicom should pay attention to its corporate image, not just research and develop new products, launch new products and carry out a lot of promotional activities; We should start from the beginning and adopt high-tech technology to improve the quality of our own calls. Although low radiation is a good selling point, according to our investigation, many consumers shut their doors because of their poor signal. There is also to enhance their brand awareness and reputation through some public welfare activities and brand promotion; Through internal system reform and resource integration, we can improve our own credibility and improve the image of Unicom in consumers' minds, such as unreasonable charges.
(3) According to the S+T analysis, increase the advertising efforts, and don't just leave a vague impression or no impression on consumers. Don't just pass ordinary promotional activities, which will only leave passers-by with a glimpse of memory. Usually, you can co-host activities with the school or sponsor school activities, so that students can see your advertisement and your existence at school, so that they can receive better advertising effects.
We should have a complete sales plan, and launch products that meet the needs of students at different times according to different periods.
(4) According to the T+W analysis, the competition between telecom companies and the competition of various products within the company indicates that it is very difficult to implement QQ card and seize the broad market share. To increase market share, it is necessary to increase consumers' recognition of Unicom products. According to market changes, we will improve the value-added package of QQ card services and adopt more innovative promotion methods to achieve sales growth.
v. marketing strategy
1. product strategy
brand image positioning
a. goal: to combine customer consumption psychology with product characteristics, enhance the appealing brand image, and give products a sense of trend and times.
B. Image positioning:
A. Take the advantage of QQ card as the main communication feature, followed by QQ function service;
B. Consumer psychology of target customers:
1. Consumers generally consider the brand and credibility of telecom companies first.
2. On the issue of consumption, consumers generally consider what price products to buy according to their ability to pay, rather than buying them cheaply. After the charging standard is reduced to a certain extent, consumers may consider choosing it under the condition that other functions are complete and the troubles caused by card replacement are easy to deal with.
2. Differentiated marketing strategy
Differentiated marketing strategy should grasp the psychological characteristics of consumers and strive to be "new" and "changed". For example, in view of the advantages of Unicom's small radiation, lectures and academic activities can be held in schools to introduce the concept of "green environmental protection" into consumers' psychology.
product price and service quality are two pillars that cannot be ignored in marketing strategy. Considering that the general price reduction will affect the interests of old customers and have a negative impact on the reputation of QQ cards. Consider reducing the price on special days with the help of specific and sales activities.
3. Price strategy
Now the QQ card business has just been launched, and the consumer groups have not yet formed. At this time, we should increase publicity efforts to make QQ cards deeply rooted in people's hearts and attract more people to become QQ card consumers.
when the market share has begun to take shape, we suggest that its pricing strategy should also be changed into a slow penetration strategy (also known as the double low strategy, that is, a new package is launched at a low promotion cost and a low price), because at present, quite a few people have a certain understanding of QQ cards, and many potential competitors may be ready to join the competition. At this time, low prices are conducive to the market to quickly accept new products, on the one hand, it can exclude other competitors from entering the market, on the other hand, low promotion costs can reduce costs, thus achieving more profits. The specific price strategies are as follows:
(1) By default, 1 yuan Package gives 25 messages of short message jerboa; By default, 15 yuan package gives 4 messages of short message jerboa; By default, 2 yuan Package gives 65 messages of short message jerboa.
(2) the local call charge is .8 yuan/minute for the calling party (23:- 11: the next day) and .12 yuan/minute for the called party (11:-23: during busy hours), and the call charge is free.
(3)IP domestic long-distance call (all-inclusive) (.11 yuan/minute from 23: to 11: the next day) (.18 yuan/minute from 11: to 23: during busy hours).
4. Sales channels
According to the analysis of market survey report, telecom business hall is still the most important sales channel for most consumers (accounting for 72%). QQ card sales counters can be further set up in Unicom's business hall to pay attention to the image of salespeople and improve service quality, so that consumers (existing or potential) can further understand them in Unicom's business hall, thus stimulating their needs. However, the number of Unicom business halls is limited after all. In order to facilitate customers' purchase and appropriately increase agency outlets, it is suggested to develop the following sales channels:
Communication supplies stores. You can set up Unicom communication supplies counters in Huida Supermarket. We can make full use of them to sell QQ cards, either in the form of agency sales or exclusive sales, and give the sellers a rebate at a certain price, who will be responsible for the sales, and use them to distribute some advertising materials, feedback information in time and deal with user problems.
5. Advertising
(1) The target audience accepts media analysis:
A. You can sponsor school activities and put up publicity banners in schools;
B. You can use school newspapers (such as Dongjiang Student Newspaper, College Newspaper, Class Newspaper, etc.);
C. You can use the wireless TV of Bus No.7 to carry out advertising
D. Go to the school to carry out promotional activities, especially when freshmen enter the school, do a good job in publicity, cooperate with the college to receive freshmen, and do a good job in publicity.
(2) Online communication
A. Establish relevant websites and regularly disseminate the latest development trends of new QQ cards, the introduction of new services and the company's new products or activities;
B. banner advertisement.
VII. Risk control
1. Product market positioning risk control. Strengthen the investigation and study on the marketing environment of QQ card, grasp the relevant intelligence information, including customer demand information, competitor information, etc., and timely understand the characteristics of products that do not meet the requirements of market customers.
2. Pricing risk control. The risk of price changes. When reducing the QQ card package fee and increasing the information fee, will there be adverse effects, which will make most consumers choose low-priced packages? It is necessary to strengthen investigation and study, and keep abreast of consumers' information