消费者群体画像在校园营销服务实践中的探索与应用  

Exploration and Application of Consumer Group Portraits in Campus Marketing Service Practice

作　　者：顾介元 叶柘麟 朱琼华 王华 靳邦喜 GU Jieyuan;YE Zhelin;ZHU QiongHua;WANG Hua;JIN Bangxi

机构地区：[1]中国电信股份有限公司杭州分公司

出　　处：《中国商论》2021年第16期21-23,共3页China Journal of Commerce

摘　　要：校园市场具有容量可观、连续性强、稳定性高等特点,是运营商市场中必不可缺的一部分。但近几年各运营商在校园市场中所占份额逐渐趋于稳定,可以预见校园市场的发展在接下来的一段时间内会陷入瓶颈期。通过2016—2020年的持续探索实践,我们引入学校画像,对影响校园营销服务的因素进行了全面梳理,客观评估校园市场现状,在评估的基础上形成后续提升服务的主要抓手和举措,为在校师生提供更为优质的服务,以突破校园营销的瓶颈期。The campus market has the characteristics of considerable capacity,strong continuity and high stability and so forth,and it is an indispensable part of the operator market.But in recent years,the share of operators in the campus market has gradually stabilized.It can be predicted that the development of the campus market will fall into a bottleneck period in the next period of time.Through the continuous exploration and practice from 2016 to 2020,we introduced the school portrait to comprehensively comb through the factors affecting the campus marketing service,to objectively evaluate the current situation of the campus market,and form the main measures to improve the subsequent services on the basis of the evaluation,so as to provide more quality services for teachers and students to break through the bottleneck period of campus marketing.

关 键 词：校园市场 校园营销服务 学校画像 校园营销 

分 类 号：F724.2[经济管理—产业经济]