Research On Marketing Strategy Of Nice Mobile In West Africa

In recent 10 years,the situation in West Africa has been relatively stable and the economy has been developed at a high speed.However,West Africa is currently the least developed region in the global telecommunications and communications industry.The number of people using broadband is less than 1%of the total population,but the number of people using mobile is a large number.West Africa is the important market China's enterprises and brands to go out.In this paper,we regard the NICE Mobile brand which expands the West African market as the research object,its market in West Africa on the marketing strategy proposed optimization recommendations.Firstly west Africa marketing strategy was studied by using PEST model,STP stratedy and 4P theory.On the basis of summarizing the current research situation both at home and abroad,this paper analyzes the macroeconomic environment of electronic consumer products from four aspects:political,economic,social and technical aspect,and carries on the analysis from the customer demand,the competition pattern and the consumption channel.Secondly this paper introduces NICE Mobile from three aspects:brand positioning,brand design and communication,and brand strategy.It introduces the status of NICE Mobile's marketing combination from four aspects:product,price,channel and promotion,and points out its problems and Cause.Thirdly,according to STP theory,the marketing strategy of NICE Mobile in West Africa should be given from three aspects:market segmentation,target market selection and market positioning.Then,using the classic marketing 4P theory,from the four aspects of products,prices,channels,promotion of a series of targeted marketing strategy to improve the proposed recommendations.Finally,from the four aspects of system security,organizational security,personnel protection,risk control and other aspects of how to make sure NICE Mobile improved after the implementation of the combination strategy of West African marketing.The innovation of this paper is as follows:This paper focuses on NICE Mobile's optimization of the marketing strategy of NICE Mobile under the existing marketing situation,and analyzes the problems that should be paid attention when carrying on the implementation of the optimization strategy.Also,it aims to provide a theoretical reference for the international development of China's smart phone companies.