Optimization Of The Marketing Strategy Of Mobile Phone Brand C In Shandong Area

From 2011 to 2013, as the three telecom operators of China supplied high subsidies to customized mobile phones, a number of mobile phone manufacturers relied on subsidies succeeded, which included both old and famous brands and small foundry brands. In 2014 the subsidy to customized mobile phone was reduced substantially, so mobile phone manufacturers which once won market share with high listed speed of models and low price then became basically difficult. As the first year of 4G in domestic industry of mobile phone, this industry ran into a new round of competition with the growing permeation of the Internet model in 2015.New year’s Day and Labor Day were peaks of sales in the industry in 2015, and many new brands appeared on terminal market like bamboo shoots after a spring rain, which mostly came from other industries as new entrants. But the atmosphere of sales is like a raging fire. In such a red sea of competition, compared with experienced mobile phone manufacturers with strong technology and large-scale, which advantage could they rely on to survive and develop?The domestic Brand C this paper analyzed is as the same as the other national enterprises, especially the marketing situation in the Shandong market. A high level of profitability relies on high investment with a very low level of profitability or even losses in individual months. As the Internet continues to penetrate, the extensive pattern of operation of the market in traditional channel already is decadent. Extensive investment wastes resources and makes manufacturers anxious and fearful. Now it is necessary to carry out precise investment by marketing rules, and it’s the most rational way to analyze relevant theory, experience and data model.This paper analyzed in the order of the whole domestic industry, the Brand C and Brand C in Shandong, from large to small. It focused on the marketing research of Brand C in Shandong area. First of all, the main line of analysis is the 4P marketing theory, and it summed up the marketing laws in domestic market, such as rules of the combination of product and price, rules of the channel, rules of the combination of marketing. It helps Brand C find the lack and opportunity in marketing strategy. Next, by the analysis of SWOT, it analyzed the advantages and disadvantages of Brand C in competition, found out its pain points, and summed up the offensive and defensive strategy of Brand C. Then, through further comparing of data and regression analysis of marketing work in Shandong in 4Ps, it found out the basic law of marketing work in Shandong in 4Ps, and use the regression model to test one of its program, find and correct its problems. Then, with marginal analysis, the input elements of the brand in marketing decision-making were directed once again. In the core part of the comprehensive analysis after quantitative and qualitative analysis above, it put forward optimized marketing measures of Brand C in Shandong. In the actual marketing work, we must quantify the proportion of various resources, and decide a clear marginal increase in specific resources to bring about the best results. Finally, according to the data of Shandong marketing work of Brand C in recent five years, this paper established its specific scheme generator model in order to improve the efficiency of making a marketing decision of a product. In this model, we just input five variables, and it would output the combinational strategy.The main features and innovations of this paper are:Firstly, it evaluated the marketing work and put forward optimized strategy by taking the analysis of Brand C in Shandong as the core and comparing between the whole industry and Brand C from the perspective of 4Ps marketing theory, SWOT analysis, regression analysis and marginal analysis. Secondly, this paper provided a generator model to solve the marketing work of Brand C, which could improve the efficiency in developing the marketing combination in Shandong. Lastly, the rules supplied by this paper and the research methods can be useful to other enterprise.