Essence of the Communication Demand Survey Report of the University

Voice from industry applications
-- Essence of the Communication Demand Survey Report of the University
Introduction: almost all frontline Industrial Application Workers are exploring how to carry out industrial application work and how to make the work more effective. Standard workflows and input and output are formed during the exploration.
This article will share with you the first-line experience of the survey on ICT requirements of large schools, and welcome to discuss the improvements in the work. This article will discuss the survey on industrial application requirements from four aspects: our work objectives, our work content and methods, work results, and business development suggestions.

1. Our work objectives (see Figure 1)

Objective: To understand the university campus market, explore customer needs, and complete the ICT business planning;
Specific subdivision goals:
1. Understand the user groups on the university campus and their subdivisions;
2. Understand the work, study, and life of each customer segment;
3. Understand the problems, dissatisfaction, or obstacles encountered by each customer group in their work, study, and life;
4. Explore the needs of various customer segments for mobile information services;
5. Based on the demand analysis, obtain the business development framework and development ideas at the early stage of ICT, and complete the planning of the ICT business;

Ii. content and methods of our work (see figure 2)

Based on our goals and objectives, our work includes the following:
1. Collect relevant information, analyze the user groups on the university campus, and segment the user groups;
2. Collect information about the work, study, and life of different user groups on the university campus, and summarize the important work, study, and life content;
3. Collect collected information to find potential problems, dissatisfaction, and obstacles in work, study, and life;
4. conduct on-site Research on university user groups;
5. Analyze the survey results and conduct business planning;

We are sure to work in the following way:
1. Preliminary Research on the university campus Market
A) collect the organizational structure and core functions of the University through the Internet and related reserves;
B) collect detailed work content of core functional departments of the University;
C) analyze the work processes of various functional departments and the links where there may be poor communication, information congestion or missing information;
D) Based on the above analysis, sort out the possible requirements of students and schools in work, study, entertainment, and life;
2. Preparations for the survey
A) based on the preliminary research, propose demand assumptions and discuss them in the group;
B) design interview outlines and questionnaires based on requirements;
C) organize group discussions on interview outlines and questionnaires to supplement and improve them;
3. On-site customer interviews
A) The members of the interview team should divide the work and be responsible for opening remarks, interview questions, recording and interview supplement;
B) Customer Appointment: Call the customer through the contact channels of Beijing mobile's customer manager, partner and Li Chun himself;
C) interview process control: control the interview time and questioning methods based on the interview objects and objectives;
D. At the end of the interview, I would like to thank the interviewee and give me a small gift;
4. Questionnaire
A) learn about some closed issues through the questionnaire;
B) Issuance and collection of questionnaires through the channels of Student Unions;
C) after the questionnaire is collected, the questionnaire report is output through data Summarization;
5. Partner interview
A) partner resource analysis survey;
B) visiting or visiting partners;
C) sort out partner interview minutes;

Iii. Effectiveness

1. Accumulation of work methods
A) revise the interview methods in a timely manner during the customer survey, and effectively divide the team members to ensure the quality and efficiency of interviews;
B) Adjust the interview outline in a timely manner based on the interview results and interview feedback, and redesign the questionnaire to improve the effectiveness of the questionnaire;
C) It is critical to understand the business work content and workflow of various functional departments for interviews, so as to ensure that the common language and clear interview ideas are found during interviews;

2. Obtain first-line customer requirements
A) through discussions with students, they have learned about students' learning, life, and work needs and provided a basis for service design;
B) through interviews with teachers, teachers can get their daily work flow, current working status, and demands for mobile information, and their suggestions on the development of the school's ICT business;

3. obtain preliminary business ideas
A) through surveys of teachers and students, obtain the business content that school communications should develop at the initial stage of development;
B) obtain cooperation with which departments to promote the school communications business;
C) which channels can be used to develop the school communications business;

4. Get the preliminary cooperation ideas of school communications
The detailed results of all the above work will reflect the primary part of the ICT business development suggestions in the school, that is, the next part of the content;

Iv. Business Development Suggestions

4.1 target customer suggestions
The target customers of Primary School communications include college students, student groups, and teachers responsible for student management;

▲College students:
They are sensitive and interested in new things, are willing to accept the novel experience brought by advanced communication services, and are willing to experience and try new fashion;
Their data services account for the majority of their overall communication costs;
As a new service for students, school communication uses text messages that are popular and commonly used by students to provide students with information services of interest and interest in data services, providing valuable help and information for learning, entertainment, and life;
Therefore, the primary target customers of school communications are college students;

▲Student groups:
Student groups are often the leaders and influencers of school trends and fashion. They are the information hubs of school activities, entertainment and learning, and are the main targets of training the school's ICT model groups;
Through the preliminary research, we learned that they need to communicate and communicate with all aspects of the school. They need smooth information channels, including information collection, compilation, publishing, feedback, and interaction; they need effective means to organize and publicize activities, and they need to provide channels for students and colleagues to participate in the activities;
These messages can be sent by; through the SMS function, they can quickly and accurately publish notifications, organize activities, collect and publish information;
Therefore, student groups are also the primary target users of school communications;

▲Instructors responsible for student management:
The School Information Service focuses on serving students. Many of the informatization services for students come from teachers responsible for student affairs management, such as recruitment information, examination scores, activity information, and course arrangements;
Therefore, the school Communication Service also provides access for instructors in charge of student management;

4.2 business content suggestions

Through the preliminary research and demand analysis, the school Communication Service focuses on serving students. Its main business functions include:
1. Mobile Information Package for college students, including:
A) Graduation recruitment information (at the school employment guidance center and Social recruitment websites, such as chinacili.com)
B) part-time job (released by the Ministry of Home Education)
C) score query and score notification (uniformly released by the Office of Academic Affairs of the School)
D) Kingsoft word query (cooperating with Kingsoft Company)
E) Notice of major school activities (released by relevant school departments)
F) Lectures/reports (student associations, school departments)
G) Public information: weather forecast, key news (external information resources)

2. Community (Student Union) Information management publishing platform
A) Community activity notification (community announcement, received by members and internal students)
B) Publishing of community announcement information (community announcement, received by members)
C) Lectures/reports (for all students)
D) publish information about tutoring (the Ministry of Education and Education of the Student Union collects information about tutoring)

3. School Management information publishing platform
A) score posting
B) Release of part-time job information ()
C) Release of lecture/report information
D) Recruitment Information Release

4. Third-Party Information Source Access
The information publishing platform provides the following web publishing client interface:
■ External publishing client interface
■ School Publishing client interface: Through Address Book Management,
■ Student group publishing client interface

The information flow diagram is as follows:
4.3 marketing strategy recommendations

4.3.1 marketing objectives
Through marketing and promotion of school communications, the influence of college communications in college students is promoted, and the brand recognition and loyalty of college students are improved;

4.3.2 marketing channel design
■ Service delivery channel
The service delivery channel, that is, the channel through which the user applies to obtain the service. The following four channels are recommended:
1. on-site service delivery channels: Because college students use the campus as the main place for their schools, life and activities, the campus is the main place for school communication service delivery; by setting up a fixed and temporary service window on the campus or the campus gate, you can submit services directly to students on the campus to lower the service access threshold;
2. provide students with the service to apply for opening the school communication service at the school site during the marketing promotion activities of new students;
3. apply to activate the service via SMS; students can apply for the service by sending the Special Service number for activating the SMS to the school;
4. Develop the xuntong business based on the existing agency channels;

■ Channels used
SMS is the main channel for school communications. You can query and consult related information through SMS activities and various information;

■ Payment channel
In the early stage of school communications Promotion (that is, the trial and commercial use of school communications), it is recommended to provide students with school communications services free of charge to reduce the use threshold of students, to expand the influence and obtain customer information, we will explore the market in the early stage;
During official commercial use, new services will be used to charge students for the new school letter-to-school business usage fee. For businesses launched in the early stage, students will still be provided free of charge;
New businesses are provided to students in the form of package, which is mainly reflected in the monthly statement through monthly service rental fee;

■ Channels affected
Through effective influence channels, college students can improve their awareness and recognition of school communications. The specific impact channels include:
1. Marketing students through marketing and publicity; for specific methods, see 4.3.3;
2. college students are influenced through school channels, and students are influenced by the school through various notification and information distribution channels free of charge for the school, the school may recommend that students use their mobile phones to receive emergency notifications from the school in a timely manner;
3. word-of-mouth influence channels; word-of-mouth is often the most effective channel; the influence of school communications is expanded through word-of-mouth communication among students; the key to word-of-mouth transmission is the model group for training school communications, that is, the pioneer of school communication affects the crowd. For details, see 4.3.4;

4.3.3. marketing and publicity
Marketing promotion is an effective and important means during the product marketing promotion period. The marketing promotion suggestions of com are as follows:
1. Early Stage of school communication business
A) in the early stage of school communications development, that is, the trial and commercial use of school communications, select a pilot use of a school. The promotion target is: Students of the pilot school;
B) design the logo of the school communications staff before the school communications promotion;
C) Promotion Method:
I. conduct on-site outdoor media promotion based on the promotion of motion zones, such as banners, advertising lamps, billboards on campus or nearby campus;
Ii. Publicity fold; via the campus site to send publicity fold;
III. organize activities; organize knowledge competitions, singing competitions, training lectures, and other activities through schools or student unions; or sponsor activities organized by schools, such as new students' welcoming parties and New Year's Day celebrations;
Iv. Soft texts of school journals; promotion of soft texts through cooperation with newspapers and periodicals that affect students the most;
V. The campus website; cooperates with the campus website to publicize soft texts, advertisements, and other information; opens the campus communication BBS Forum through the campus network to influence students;

2. Full Promotion Period of the School Information Service
A) in-school ICT comprehensive promotion period, that is, the formal commercial promotion period of School ICT;
B) Publicize and influence students of all colleges and universities in Beijing, and emphasize the influence of university teachers and leaders on the development of the school's ICT business;
C) Promotion Method:
I. continue to use these channels in other schools based on the initial promotion methods;
Ii. publicize through soft texts in key newspapers and periodicals of the higher education industry;
Iii. Advertisement and Soft Text promotion in public journals that are influential to college students;

4.3.4 train model users
The model users play a vital role in the development of new businesses. They will directly affect the bottleneck of new businesses. The Training Suggestions for the model users are as follows:
1. select a sample User Group
A) The model users of school communications should be the key group for campus information communication. The smoothness of their information will affect the flow of campus information, they have a strong influence and exemplary effect on all students and teachers;
B) department student unions and various societies are typical groups that meet the above conditions;
C) Therefore, the model users of school communications are student unions and various societies;

2. Training of sample use groups
A) provides a free publishing platform for various types of information and notices for student unions and various communities, and helps them establish multi-level address books belonging to their internal organizations;
B) Explore new interests of students; reward students who have made valuable suggestions on improving school ICT, enrich and improve school ICT businesses, and mine new interests of students;
C) Encourage more useful use; evaluate the use of ICT in various groups and individuals in school every week, publish this week's star on the school's ICT website, known as "", and reward them; you can also select stars for each month or semester;
D) reward students for valuable promotional activities on school communications organized by student unions and community planning organizations;

4.3.5. Pilot use
Before any new business is officially commercialized, it is recommended that you have a pilot trial process. The following help can be obtained through pilot use:
■ Explore new benefits;
■ Improve business design and business use processes;
■ Effectively evaluate the business and market positioning
■ Accumulated experience for formal promotion;

Pilot Selection: schools with relatively high informatization level can be selected.
Before using the pilot program, we need to make the following preparations:
1. Select trial users in the early stage. It is not easy to conduct trial use within the whole school when the business functions are not perfect and need to be improved through trial use, trial users can be located in a school, department, or even a class;
2. Training of trial users; simple training of users can be conducted through seminars or printed user manuals, and regular communication mechanisms can be established with users;
The trial summary report should be used at the end of the initial pilot period, including suggestions for improving business functions and commercial trial marketing;

4.3.6. How to make profits
How to make a profit is the first thing we should consider when promoting the school communication:
Revenue; by developing the school-level communications business, it will increase the revenue of the school-level communications business itself;
However, through our research, it is too early to emphasize that revenue will impede the development of the school's ICT business. Therefore, our profit strategy is as follows:
1. In the early stages of school communication development, students and teachers will be provided free of charge. Through free services, students will be lowered to use the service and the influence of school communication in college students and teachers will be expanded, cultivate Students' usage habits, establish a school-level ICT service network and influence channels, and reserve resources for future paid services (such as obtaining all address books );
2. After the number of ICT users reaches a certain scale, the school will be charged for the school's ICT business through the launch of more attractive new services. For example, by introducing the Mobile Learning Service Package, the student will be charged for the plan usage fee; however, the features released in the early stage are still free of charge. by limiting the registration of new free users to a certain extent, You can transition to the school-based information delivery service charging service. Some free services are still saved as needed, such as internal transaction notifications, activity notifications, and score query;

Suggestions on the profit strategy of the ICT business shown in:

4.3.7 reward reuse to cultivate user loyalty
Rewarding users for repeated use is an effective way to cultivate the loyalty of school-level ICT users. The specific suggestions are as follows:
1. Reward model users to improve the loyalty of model users. The strength of the model is very powerful, and the loss of model users has a far greater impact than that of normal users; improve their loyalty by establishing a long-term reward mechanism for student unions and associations and providing them with a continuously improved service platform in business design;
2. Regular assessment of users with large usage and long use time, and rewards to the winners;
3. Use Cases and Use Cases with good rewards; for example, the use of school communications in a major activity has produced good results and influences, and can be rewarded;
4. constantly introduce new and interesting functions or continuously improve business functions to attract students' attention and strengthen students' loyalty;
5. Improve Students' loyalty through Humanized Care Services