Research On "Internet+" Marketing Model Of Smartphones In Chinese Market

China being the largest smartphone market all over the world,in recent years,domestic and foreign smartphone brands successively joined the fight for market shares.As a result,the competition of smartphone brands in Chinese market is extremely fierce.With the diversification of user demands and constant improvement of consumption level,smartphone enterprises are facing unprecedented pressure and challenges due to the increasing difficulties in retaining original customers,developing new customers,raising customers’loyalty and enhancing user adhesiveness.In recent years,Internet technology has been applied in all walks of life.In this context,Premier Li Keqiang raised"Internet+ " action plan to a national strategic level in 2015.For Chinese smartphone brands,to gain long-term development,it is very important to conduct multi-party and cross-industry integrated marketing in the context of Internet +.As "Internet+" is a product of the new age,smartphone industry is a highly volatile industryand smartphone marketing in Chinese market is still at the exploration stage,relevant theories are needed to lay a foundation for the marketing development.Hence,this thesis aims to explore marketing strategies for smartphones in Chinese market in the context of "Internet+".In this thesis,four smartphone brands of Xiaomi,Huawei,Samsung and Apple were selected as research objects.After systematically collecting data related to Internet+ marketing cases of the samples,grounded theory was adopted to research the internal mechanism of classic cases.Then through open coding,axial coding and selective coding,data analysis on the marketing model of smartphone brands in Chinese market was conducted.Next story line description of the four samples was illustrated,with a view to forming marketing strategies and obtaining research conclusions.Lastly,substantial suggestions and expectations on the strategies were proposed,which provide certain reference to the research on marketing model of smartphones in Chinese market.In the researching process,based on collected detailed data,grounded theory,literature research and case analysis methods were integrated to filtrate,conclude and integrate,thus making the research conclusions more scientific.It is found that user ideas,cross-industry integration and interconnection are the three most important ideas in "Internet+" marketing strategies.Namely,in accordance with user ideas,online and offline modes,innovative technologies,network culture and all sorts of marketing modes,"Internet+"finance are all integrated,thus connecting everything by Internet in the marketing process,which promotes industrial transformation,esTable lishes favorable brand images and contributes to high flow capacity for smartphone enterprises.