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随着通信技术的进步,手机已经不再是单纯的通讯工具,而是演变成为移动多媒体终端和移动互联终端,“移动数据消费”正在向通信业务主流演化,培养潜在的“移动数据消费者”成为各大移动通信运营商抢占未来制高点的市场利器。本文以Y运营商广州分公司为例,对其以校园新生为目标的校园迎新通信服务产品营销策略进行剖析,并提出改进建议,以期对Y运营商的经营发展具有参考意义。
With advances in communication technology, mobile phones are no longer simply communication tools, but evolved into mobile multimedia terminals and mobile internet terminals. “Mobile data consumption” is evolving into the mainstream of communication services and developing potential “mobile data Consumer ”has become the major mobile communications operator to seize the high ground in the future market weapon. This paper takes Y operator Guangzhou Branch as an example, analyzes its marketing strategy of campus freshmen communication service product aimed at freshmen in campus and puts forward suggestions for improvement so as to have reference significance to the operation and development of Y operator.