Research On Network Marketing Strategy Combination Of Smart Phone

With the development of computer information network technology,widespread use of 3G and 4G,human entered the mobile Internet Era.Since the 21 st century,the rapid expansion of Internet users,the rapid expansion of the smart phone market.And with the development of mobile Internet,network marketing has a great advantage.A lot of mobile Internet company without hardware technical background(such as Millet)has been a great success in the Chinese market through the network marketing tools.And they set off a wave of network marketing.Taking Huawei as an example.Firstly,this paper introduces the research background,meaning and so on.Secondly,it reviews the related network marketing research,summarizes the concept and methods of network marketing.Then,this paper focuses on the marketing environment of Huawei,the marketing strategy of competitors,and summed up the issue of Huawei's network marketing strategy.Then the questionnaire is designed in this paper.The questionnaire includes consumer basic information,preferences for smart phones,consumer evaluation of the branded mobile phone used,and consumer Internet habits and attitude towards internet marketing.The questionnaire was collected and the data were collated.Cluster analysis was used to analyze the customer demand data,and four different market segments were obtained.Factor analysis isused to analyze the performance scores of brand mobile phone and draw of the perception map.Finally,according to perception map,the characteristics of market segments and the problems of Huawei's online marketing strategy,this paper puts forward two principles of Huawei's mobile phone marketing strategy: to seize the “perfectionist of the pursuit of cost-effective” and “pragmatist who does not pay attention to appearance”,catch hold of “high-end consumers who pay attention to the brand and function”.And based on these two principles,strategies which include the product & price,channel,network marketing are proposed.On the product:(1)continue to improve the "boutique strategy" and "product differentiation strategy",the different products should be effective segmentation,highlighting product differentiation;(2)streamline the product line,reduce the product line of internal competition,improve the brand Positioning.(3)continuous technical innovation,to solve the problem of cell phone homogeneity.In terms of price,Huawei should continue to carry out technological innovation,with particular attention to software research and development,reduce machine costs,At the same time,Huawei should pay attention to the radical innovation of high-end products rather than gradual improvement.In terms of channels,Huawei should improve the "operators channel + social channels + electric business channel strategy." Reduce shipments through the operator's channel,increase the retail terminal construction,strengthen the site and publicity.In the network marketing,for the market segments 1 and 2,Huawei should make full use of social media and third-party electricity business platform for joint publicity,especially the user base of strong WeChat and QQ.Using controlled hunger marketing,word of mouth marketing and event marketing.Marketing activities should be integrated into the creativeelements in the form and content.For the breakdown of the market 4mainly through the network and television advertising and organization of the name of the form of activities or joint publicity with the way operators.The promotion of market segment 4 is mainly through network and television advertising and organization of the title of the form of activities or joint publicity with the operators.The purpose of this paper is to provide reference for the development of Huawei smart phone and other domestic smart phone manufacturers.