Research On Network Marketing Strategy Of HW Mobile Phone

After entering the 21 st century,mobile communication technology has developed rapidly,and 4G technology has been widely popularized.Since the 21 st century,mobile information technology has developed rapidly,and 4G technology has begun to commercialize on a large scale.Mobile Internet technology has been widely used in human life.Internet users are expanding at an unprecedented rate,as is the smart phone market.Under the background of the rapid development of mobile internet,Internet marketing plays a huge advantage in the marketing of enterprises.In the absence of hardware technology,many mobile Internet companies occupy a place in the Chinese market through network marketing.XIAOMI is one of the best,and at the same time set off a wave of network marketing.HW is the largest smart phone manufacturer in China,and has always maintained the domestic leading edge.However,the following smart phone brands,such as OPPO,VIVO and XIAOMI,are all ready to develop,hoping to surpass HW.Therefore,it is necessary to analyze the current marketing situation of HW Company according to its strategic advantages and disadvantages as well as the development of smart phone market,in order to help our local industry develop faster and better.This paper will be divided into six parts.The first part is the introduction.Firstly,the background and significance of this study are elaborated to understand the research and background of this paper,and also to clarify the role of this study.Secondly,it summarizes the current research status of mobile network marketing,and expounds the related theory of network marketing strategy.Then it introduces the main contents of this paper and the research methods to be adopted.Finally,the research ideas and technical routes are sorted out.The second part is the theoretical basis.Firstly,the related concepts of network marketing are elaborated,including the concepts of marketing and network marketing,and the differences between network marketing and traditional marketing are also introduced.Secondly,two methods of network marketing are introduced,that is,network marketing with websites and network marketing without websites.The third part is the analysis of the current situation and problems.Firstly,the basic situation and development process of HW Company are introduced briefly.Secondly,the current marketing situation of Euro for HW mobile phone is analyzed from four aspects: product,price,channel and promotion activities.Finally,the problems in HW mobile marketing are pointed out from these four aspects.The fourth part mainly introduces the environment of HW mobile network marketing.Firstly,PEST analysis method is used to analyze the network marketing of HW mobile phone from macro perspective,including policy support for the information technology industry,economic improvement of people's living standards and the development of network marketing,social Internet access to all aspects of people's lives,and technological development of mobile phone and communication technology.Secondly,the market environment of smart phones is analyzed,and it is found that the smart phone market in China is changing from shock to downward,and the market capacity space is shrinking rapidly;the intermediate structure is stable,and the sawing battle will continue;the pattern of "37 powder" online and offline will be broken;and the competition of smart phone market will be upgraded.Finally,the network marketing methods adopted by the main competitors of HW mobile phones,including Apple,Samsung,OPPO and VIVO,are analyzed and compared.The fifth part is to optimize the strategy,aiming at the actual situation of HW company,to optimize its network marketing strategy,mainly including three parts: research and design methods,data analysis,strategy customization,select the "thousands of people and thousands of faces" technicians of HW company's internal data using network marketing to analyze;conduct a new survey on the market situation of HW mobile phone,and recall their perception according to the results of the survey.According to the previous investigation and analysis structure,HW brand mobile phone marketing strategy is formulated,including product and price strategy,marketing channel strategy and network marketing strategy.The sixth part is the conclusion,which summarizes the whole research.