Research On The Celebrity Endorsement Strategy Of Domestic Smart Phones

In recent years,as the domestic market demand has become saturated,the competition in the domestic smart phone market has become increasingly fierce,and major domestic smart phone brands have tried to obtain the attention and purchase of users.In the fierce market competition,entertainment marketing has become an important means of brand development.As one of the most effective strategies in entertainment marketing,celebrity endorsement has become the magic weapon for all major domestic smartphone brands to open the market.In addition,with the rise of purchasing power after 90,00,in order to cater to the favor of young users,the domestic smart phone industry has set off a wave of celebrity endorsements.When celebrity endorsement becomes a universal marketing tool,whose celebrity endorsement strategy is clearer and more influential,and whose celebrity endorsement effect will be more prominent,it is more likely to gain an advantage in the current domestic smart phone market competition.Based on this phenomenon,this paper combines relevant theories,existing literature,case data and so on to deeply explore the domestic smartphone celebrity endorsement strategy,and analyze the reasons for the domestic smartphone celebrity endorsement and the strategy and method of discovering the domestic smartphone celebrity endorsement.Suggestions for the problems existing in the current domestic smartphone star endorsements.