| Today’s society,smart phone has become an indispensable tool in social networking,payment,storage,entertainment,business and other fields,and the market of smart phone products has also become one of the largest industrial consumer goods markets in China.As smart phone products enter the stock era,the competition between domestic and foreign smart phone brands is becoming increasingly fierce,and consumers’ purchasing behavior is also changing day by day.The traditional marketing model has been unable to meet the diversified needs of consumers.In order to maximize the economic and social benefits of smart phone brands under the new situation,the innovation of marketing model is an inevitable trend of enterprise management.Based on STP marketing theory,4P,4C marketing theory and customer transfer value theory,this paper reviews the literature on the marketing environment of smart phones,marketing strategies of smart phones,the background,content,advantages and application of precision marketing in electronic product marketing.Behind,this article expounds the O company profile,analyze its smartphone product marketing present situation,and combined with its smartphone product consumer questionnaire survey further analysis of the current strategy of market positioning fuzzy,increased risk of product homogenization,inflexibility of the price system,high channel operating costs,promotional effects not up to expectations,to choose accurate marketing strategy is put forward.Based on relevant theories and the actual situation of O Company,this paper puts forward the construction idea of O company’s smart phone precision marketing strategy,and puts forward the guarantee mechanism for the smooth implementation of precision marketing strategy.Through the above research,the conclusions are drawn:(1)O company’s current traditional marketing strategy has been unable to better adapt to the changes in the marketing environment and meet the diversified and decentralized needs of consumers,so it is imperative to implement precision marketing transformation.(2)The precise marketing strategy of O’s smart phone products should be constructed from five aspects: "precise positioning of the market strategy","precise optimization of the product strategy","precise control of the price strategy","precise design of the channel strategy" and "precise planning of the promotion strategy".(3)The smooth implementation of precision marketing strategy also requires additional corresponding safeguard measures and timely effect evaluation.(4)This research is not only conducive to expanding the market share of O company’s smart phone products and realizing the steady growth of sales in the national market,but also provides some reference value for the formulation of marketing strategies of similar smart phone brands. |
