vivo公司智能手机市场营销策略研究

Abstract

Today's society, the smartphone is not only a social tool, more in the business, pay, storage, entertainment and so on various become indispensable important tool life, under the huge market demand creation, the smartphone market has become one of the biggest industrial consumer goods market in our country. The market exists in the first and second line of the brand is about more than 30 species, headed by huawei, millet, OPPO, vivo domestic brands and foreign brands, led by apple, samsung, and headed by a hammer, Letv, the beautiful new entrants, each big brand exhibition, leading to the smartphone industry in our country in recent years is unprecedented fierce competition.

In this paper, the author studies on weaver the mobile communication co., LTD. (hereinafter referred to as the vivo company) of its predecessor is the guangdong backgammon electronics industry co., LTD., due to the need of development in 2009 was renamed "vivo" and became an independent company, in 2011 officially entered the smartphone market. Vivo smartphone product positioning in the low-end market, insist to give priority to with offline sales channels, with intensive advertising maintained a high-speed growth in recent years, its sales have now ranks the top five. But in the current fierce competition in the smartphone market, in vivo company will face both opportunities and challenges, to allow them to use their advantages to seize the development opportunity, can overcome their own disadvantages at the same time to avoid all sorts of risks, towards a greater goal. In this paper, I will apply the relevant theories of marketing and analyze the system of vivo to seek the most suitable development strategy for vivo.

This paper used the PEST analysis and porter five models about the company's external macro and micro environment analysis, think vivo favourable external macro environment, micro environment is the overall competitive market environment, there are many brands, product homogeneity, poor technology, the problem such as low price competition, so the advantage is not obvious in vivo in the same industry. Secondly by using the theory of 4 p the vivo intelligent mobile phone's current marketing strategy analysis, think its within a single product, the price on the high side, narrow target population and the shortage of product competitiveness, etc.

On the basis of above analysis, the author user SWOT matrix model was constructed, through the analysis of all kinds of combination strategy, finally put forward with diversified competition strategy in vivo the basic model of company marketing strategy in the future. The STP theory is used to reposition target market and target population. Using the 4P marketing strategy theory, the current marketing strategies of vivo are put forward from four aspects: product, price, channel, promotion and promotion.

Finally, six marketing strategies are put forward to implement safeguard measures, including employee motivation, enterprise connotation construction, supplier management, customer management, training mechanism and risk control. I sincerely hope that this thesis can provide guidance for the marketing strategy of vivo smart phone, and also hope to provide reference for other similar brand marketing strategies.

Key words: vivo; Smart phones; Marketing; Diversification strategy;