The Research Of Marketing Case For Bird's Mobile Phone

Faced the high-speed development of Internet in China, Internet marketing was born and to become a new weapon in building competitive advantage of companies. Companies such as Bird have also carried out a bold attempt in the mobile phone industry. However, Internet marketing is whether or not a panacea to cure all diseases? What conditions are needed to support the successful network marketing? This is a very relevant study.First of all,this paper accounts objectively marketing process of Bird's mobile phone business in a case,including the results have been achieved, the current situation and problems encountered,use of the Internet to try to carry out the process of marketing especially. And then the paper tries to intensive study the cause of Bird's marketing difficulties using theory of traditional marketing and network marketing, including market re-positioning errors, pricing errors,which are not keep up with the pace of development of Bird's mobile phone. Bird did not combine their own actual situation to change the channel leading to channel errors in a radical way. As well as coming from outside the enterprise environment,which is the entire domestic mobile phone industry faces a significant decline in performance and huge losses in recent years. Finally, the paper puts forward specific proposals for strategy and tactics of Bird's Internet marketing.This article concluded that Bird's mobile phone business need to make adjustments on marketing strategies, it is truly considered that online marketing has lots of advantages than offline marketing, such as low cost, high efficiency, wide coverage, etc. Recently, it has formed the biggest domestic e-commerce agent, which is called Beidou Mobile Marketing Net. Therefore, frankly speaking, Bird not only available to open on-line marketing, but also excavates in-depth other important functions of marketing of Internet.