Research On Smartphone Marketing Strategy Of Company A

As the fast development of the global internet industry and the wide spread of smartphone technology, smartphone industry has greatly developed. Smartphone market is now facing fierce competition. In this situation, each competitor has developed a unique mode under the industry chain. Especially in 2014,4G has become more widespread, and customer's needs and consumption concept has changed under the big data environment. What's more, E-commerce is developing in a fast pace. All these factors have made the traditional smartphone agent dealer a disadvantage situation in the fierce competition. The agent dealer need to change their marketing strategies in order to survive and develop.In this dissertation, the author will take company A as an example, via documentary method, field investigation, case study and other method, to find out problems, analyze problems and solve problems. The author will investigate the internal and external environment of A company smart phone. SWOT analytical method will be used to analyze the advantages, disadvantages, opportunities and threatening of its smartphone. Costumers' satisfaction theory, costumer relationship theory and difference marketing theory will be the theoretical base of this dissertation. Combined with the 4P model, the author will propose the marketing strategies for A company. The following will introduce the structure.The first part:introduction., This part will introduce the research approach and innovation part; explain the significance of the research and introduce the basic direction of the dissertation. The second part, theoretical foundation and literature review. The author majorly elaborates the related theories and marketing researches in and out of our country. This part laid a good theoretical foundation for A company marketing strategy making. The third part will mainly describe the external environment of A company smartphone. The current development of A company smartphone market, external environment, competition environment and target market will be introduced in this part. The forth part, the internal environment will be analyzed. The author will introduce the basic information of A company, the inner resources and ability of A company and especially will illustrate the barriers during the marketing process and analyze the smartphone marketing environment by using the SWOT analytical method. The fifth part, the author will come up with the marketing strategies for A company. The strategies will be designed through products, price, promotion and distribution. The six part, conclusion. The author will come up with new ideas and suggestions towards the marketing notion and marketing strategies.