Research-based Marketing Strategy G Smartphone 4R Theory

With the arrival of the era of the mobile Internet, smart phones will become mainstream products in mobile phone market. But the laggard marketing concept of smart phone industry in China, the copy of foreign marketing theory, the uncombined theory and the specific situation, result in endless problems emerging in smart phone marketing.Firstly, this article analyzes and compares the three marketing theory.4P marketing theory, focusing too much on the enterprise’s own state, with a low degree of differentiation in products, channels and promotion, in the form of "post-economic", gradually lost its force;4C marketing theory, with some progress, lack in initiative, and passively to meet consumers’ demand, causes the increase of the cost, low profit, which is contrary to corporate survival and development principles;4R marketing theory, with competition-oriented, the improvement of corporate brand assets as its starting point, drives the brand value increased, which increases the price as well as the corporate profits, and further improve the market competitiveness of enterprises.Secondly, it analyzes and studies the marketing environment and the marketing status quo G smart phone enterprises are facing. Through the analysis of G smart phone external resources, competitive advantage and other aspects, it is found that G smart phone business advantages and opportunities far outweigh the disadvantages and threats. As long as the G smart phone enterprises adopt the growth-oriented marketing strategy, it will be conducive to the further integration of market resources and expanding market share. After the study of constitution of G smart phone consumers and demand characteristics, the enterprises clears the selection of the target market, market positioning and forms the sharing of resources under the same system, each breakthrough, all-round development. And thus they develop a4R theory-based marketing strategy:association strategy, response strategies, relations strategy, return strategy, to build a specialized marketing image, so as to further enhance the value and impact to flourish in a competitive market economy.