A Research On The Contextualized Community Marketing Of Domestic Smart Phone Brands

This research takes four smart phone brands which have excellent performance in recent years global market : HUAWEI,Xiao mi,OPPO,vivo as examples,and explained why their brand community marketing is so successful from the perspective of context theory and try to sum up the essential factor during their brand marketing communication.By doing this,this paper is valuable for those companies who are already in this market and those not but trying to.The first part of this research illustrates the theoretical basis and realistic basis of contextualized community marketing.First,through combing the history of the context theory and the related research results,the concept of "Context" is defined.In this paper,"Context" is considered as an effective entrance to the mind of the consumer,and human's needs,situation,system of information are three critical elements of it.Then,the characteristics of "Context ages" are explained respectively.Finally,three new changes in the marketing organization management are proposed.In the second part,this research uses questionnaire survey,interview,and case analysis method analysis the domestic smart phone context community marketing process from three aspects.The result shows that,the domestic smart phone brands have gathered fans and constructed the online community marketing scene by manage the media platform.Then,the cohesiveness and spiritual attraction of the community are enhanced by the content,offline activities and community culture.Finally,the community makes capital available by products,and trans boundary innovation has been an effective way to create more economic value.At the same time,this part also proposed some problems in the process of domestic smart phone community marketing.At the third part of this study,an operable framework is summarized on the basis of the second chapter.And three strategies were proposed for the further community marketing,namely,the core fan radiation outer edge,the community scene vertical subdivision,and the construction of the participation sense.