H Company Smartphone Market Marketing Strategy Research

With the development of mobile Internet technology, the concept of 3 g and mobile data business began to be widely used, has brought the new change mobile phone age. Smartphone sales in the first quarter of 2013 for the first time function mobile phones, has accounted for more than more than 50%of market share and become the new mainstream.This article first to the smartphone market marketing present situation analysis, mainly for smart phones and discussed on the basis of product differentiation theory, discusses about the present situation of the smartphone market marketing.Secondly, from the H company mobile phone management environment and competition situation analyses the marketing environment. Can be concluded that H company in terms of price and hardware technology and relatively close to apple and Samsung, and in software, operating system, brand awareness and market share is a great disparity, etc.Again, H company’s own conditions and the current marketing strategy and SWOT analysis, analyses its current situation of H company mobile marketing strategy. Smartphones that H company mainly mid-range market positioning, product homogeneity phenomenon is outstanding, failing to master the core technology and brand construction ability is weak, making it hard to on a par with international brands. Concluded that H company main problems of the current marketing strategies include: price, exist a pricing strategy is not clear and the lack of price stability, product pricing, such problems as lack of scientific nature and the market sale price is out of control. Brands, the brand image problems such as lack of fashion sense and small terminal brand awareness. H company only rely on their own technological advantage, break the international famous smartphone manufacturers technical monopoly, from the spell appearance, spelling a price for technological transformation, customer experience, innovative technology, form the core competitive advantages, insist on its own brand line, to create their own features, so as to occupy a place in the fierce competition.Finally, the analysis of H company’s marketing strategy, the paper expounds the H company target market positioning, competitive strategy, marketing and marketing strategy optimization.Target market positioning. H company should adopt a strategy of diversifying markets and use the brand in the face of the market segment, target market and high income people and of the intelligentsia to pay attention to the group of women using smart phone design.Competition strategy, H company should adopt low-cost strategy and differentiation strategy.Marketing strategy optimization. Product strategy. Should perfect the differentiation strategy, strengthen capacity for independent research and development and supply chain management, reduce the product category, internal competition and avoid products. The formation of H company’s smartphone brand strategy. Price strategy, H company in the smartphone product pricing strategies should be taken to skimming pricing method, including mobile phone new product pricing strategy is given priority to with gradient pricing, give priority to with high ratio of low-end mobile phone pricing strategy, product segmentation as the characteristics of the end product pricing strategy and implement boutique high-end product pricing strategy. Channel strategy, establish community stores to carry out direct selling activities, establishing the independent B2C e-commerce channels, to achieve real marketing channel flattening and development group customer channel, implement key management service on a regular basis. Sales promotion strategy, should strengthen the traditional marketing and highly interactive microblogging marketing strategy and marketing by means of professional website.