| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| Chapter Ⅰ Introduction | 第18-21页 |
| 1.1 Research Background and significance | 第18-21页 |
| 1.1.1 Research background | 第18-19页 |
| 1.1.2 Research significance | 第19页 |
| 1.1.3 Research framework | 第19-21页 |
| Chapter Ⅱ Literature Review | 第21-32页 |
| 2.1 Theoretical basis of marketing strategy | 第21-25页 |
| 2.1.1 4P Marketing strategy | 第21页 |
| 2.1.2 4C Marketing theory | 第21-22页 |
| 2.1.3 Market segmentation theory | 第22-25页 |
| 2.2 Literature review on college students’consumer behavior | 第25-30页 |
| 2.2.1 Consumer behavior | 第25-27页 |
| 2.2.2 Consumption behavior of college students | 第27-30页 |
| 2.3 Research on Campus Marketing | 第30-32页 |
| Chapter Ⅲ Analysis on the Marketing Environment of China Mobile GuangzhouCompany in the Universities in Baiyun District | 第32-40页 |
| 3.1 The organizational structure of China Mobile Guangzhou Company(BaiyunBranch)and research background | 第32-40页 |
| 3.1.1 The organizational structure of China Mobile Guangzhou Company(Baiyun Branch) | 第32-33页 |
| 3.1.2 Research background | 第33-40页 |
| Chapter Ⅳ Analysis on the Competitiveness of China Mobile Guangzhou Company(Baiyun Branch)in the College Market | 第40-54页 |
| 4.1 College students’consumption behavior and its analysis | 第40-42页 |
| 4.1.1 College students’preference in campus communication consumption | 第40-42页 |
| 4.2 Performance of China Mobile Guangzhou Company(Baiyun Branch)in thecollege market | 第42-43页 |
| 4.3 Comparison of the marketing strategies of the three major operators andanalysis of consumer behavior | 第43-47页 |
| 4.3.1 Guangzhou Mobile autumn college marketing strategies | 第43-44页 |
| 4.3.2 Guangzhou Telecom autumn college marketing strategies | 第44-45页 |
| 4.3.3 Guangzhou Unicom autumn college marketing strategies | 第45页 |
| 4.3.4 Comparison of the strengths and weaknesses of the major operators | 第45-47页 |
| 4.4 Consumers analysis of China Mobile Guangzhou Company(Baiyun Branch):Research and findings | 第47-54页 |
| 4.4.1 Questionnaire results | 第47-49页 |
| 4.4.2 Weak attraction of preferential policies of mobile products in thecampus market | 第49-50页 |
| 4.4.3 Indefinite target customer positioning and imprecise marketing | 第50-51页 |
| 4.4.4 Failure to timely follow up the service to the existing users | 第51-52页 |
| 4.4.5 Monotonous marketing policies in the campus marketing | 第52-54页 |
| Chapter Ⅴ Suggestions on the Marketing Strategy of Guangzhou Mobile in theMarketing of Colleges and Universities | 第54-66页 |
| 5.1 Enhance attractiveness to students through products and preferential policies | 第54-56页 |
| 5.1.1 Implement diversified product strategies | 第54页 |
| 5.1.2 Introduce personalized preferential policies of products | 第54-56页 |
| 5.2 Combine brand and consumer behavior theory to achieve precision marketing | 第56-60页 |
| 5.2.1 Gain college students’trust in products with brand advantages | 第56-57页 |
| 5.2.2 Guide college students to cultivate correct consumer awareness ofmobile products | 第57-58页 |
| 5.2.3 Adopt consumer psychology to attract college students to purchase theproducts and services | 第58-60页 |
| 5.3 Integrate public resources in campus for promotion | 第60-62页 |
| 5.3.1 Provide students with part-time job opportunities in Mobile Company | 第60页 |
| 5.3.2 Establish a campus marketing team | 第60-61页 |
| 5.3.3 Establish good public relations with universities to grasp thepromotion opportunities | 第61-62页 |
| 5.4 Optimize the marketing strategy during freshman-welcoming period with thepromotion and channel theory | 第62-66页 |
| 5.4.1 Train an efficient campus marketing team for publicity in advance | 第62页 |
| 5.4.2 Vigorously develop online marketing—We-Chat marketing andMobile store marketing | 第62-64页 |
| 5.4.3 Actively carry out offline marketing..combining on-site promotionwith cross-industry cooperation | 第64-66页 |
| Chapter Ⅵ Conclusions | 第66-69页 |
| 6.1 Major findings | 第66-67页 |
| 6.2 Limitations | 第67-68页 |
| 6.3 Suggestions for further research | 第68-69页 |
| REFERENCES | 第69-72页 |
