浅析我国高校校园营销的现状和策略.doc

摘要：我国高校在校生人数的增加和购买力的增大，孕育了一个庞大的、极具开发潜力的消费市场。在校大学生的消费心理有着与其他社会群体不同的特点。为了有效开拓大学生的消费市场，更好地满足大学生消费群体的需要，企业必须根据大学生的消费心理特点制定适宜的营销策略。校园营销是在新的市场环境下，企业营销方式由传统营销方式向个性化发展的必然趋势，是企业营销方式的创新与营销潜在规则的有机结合。本文在阐述我国高校校园营销的现状与问题的基础上，提出企业实施校园营销的策略，并分析了中国移动“动感地带”校园营销的成功案例所带来的进一步启示。

关键词:大学生；消费心理；消费市场；营销策略；校园营销

Abstract: Analyze Status and Strategy of Our Campus Marketing"Summary" increase in the number of students enrolled in colleges and universities in China and the increased purchasing power has bred a large consumer market, with great development potential. Consumer psychology of college students and other social groups with different characteristics. In order to effectively develop the students ' consumer market, better meet the needs of college students consumption groups, enterprises must be based on the psychological characteristics of college students consumption to develop appropriate marketing strategies. Campus marketing is in the new market environment, enterprise marketing by the traditional way of marketing the inevitable trend of the development of personalized, is the innovation of enterprise marketing and marketing potential combination of rules. This article outlined in campus marketing situation and problems on the basis of the proposed enterprise campus marketing strategy and analysis on China · Mobile "m-zone" campus marketing successes brought about by further revelation

Key words: University Students; Consumption Psychology; Consumption Market ; Marketing Strategies

　　随着时代的不断发展, 处于成长期的大学校园具有旺盛的生命力, 不断出现新的特征与内涵, 一味沿袭传统校园营销策略的企业已经渐渐脱离了时代的步伐，势必不能牢牢抓住大学生的胃口。只有做好充分的市场调研与分析,掌握校园市场这一独特的营销环境， 不断地深入了解大学生群体的特点,把握校园市场的发展趋势, 采取有针对性的渠道传播和创新性的营销手段, 塑造有文化内涵和值得信赖的品牌形象,将更多的附加价值植入到大学生消费中去, 扩大学生忠诚消费群的范围,奠定好坚实的品牌忠诚基础，才能立于大学校园市场的不败之地。