A Company Mobile Phone Brand Communication Strategy Research

With the coming of information era,mobile phone has become a main tool to obtain information and interoperability,optimize network infrastructure and tariff standards and fall,more people are more and more depend on mobile phone,mobile phone industry,so there is a huge market space.More and more mobile phone manufacturers began to realize the mobile phone market will bring in huge profits and growth.Therefore,these manufacturers invest a lot of time and energy by optimizing the product function,construction of marketing channels;improve the service level of the way to win the market share,hoping to be able to occupy a space for one person in the market competition.But with the aggravation of global competition,foreign mobile phone manufacturing also aimed at the cash Chinese market,using the advantages of technology and brand continue to erode the market share of domestic mobile phone manufacturers,the domestic mobile phone manufacturers are facing a serious threat.At the same time,we also clearly see the domestic mobile phone manufacturers in the technical level and service level and foreign mobile phone manufacturers have not got obvious,but in the price and sales volume has been at a disadvantage,resulting in the domestic mobile phone manufacturers generally have lower profits,higher marketing costs of the phenomenon,the main cause of this problem is therefore domestic mobile phone manufacturers lack of brand awareness,not to establish a strong brand influence in the industry market,brand recognition and awareness is generally low,to resist foreign mobile phone manufacturers to win the domestic market,so as to improve the competitiveness of products is undoubtedly the key problem.Based on this,this paper hopes to strengthen starting from the perspective of brand communication,based on the STP theory and integrated marketing theory as the theoretical basis,through the analysis of the questionnaire of brand communication strategy of A company’s current implementation of the existing problems,mainly reflected in the lack of propaganda,propaganda and products is not high product market segmentation,communication channels,customer participation is low,the four aspects of poor interaction.At the same time,this paper also describes the progress of a foreign mobile phone manufacturers advantages in brand communication,that A can reference the foreign mobile phone manufacturers in the brand in terms of brand communication advantages based on China’s consumer spending habits and consumer preferences for further improvement and optimization of brand communication strategy.Make it more consistent with the characteristics of China market.The main strategies include increased marketing investment,enhance the brand communication efforts,based on the market segmentation to improve the accuracy of communication,brand image,increase customer experience.In order to better implement the brand strategy of A company,this paper puts forward a brand communication strategy and the relevant security measures were introduced,including system security,organizational security,human security and marketing security four aspects,hope A can improve relevant safeguard measures as soon as possible,to ensure the smooth implementation of brand communication strategy.