Research On Marketing Strategy Optimization Of XM Company’s Mobile Phone Products Based On Online Commodity Reviews

With the rapid development of the Internet and e-commerce,online shopping has become the main consumption pattern in our country.The marketing model presents diversified characteristics with the change of the consumption pattern,and the internet marketing emerges in this context.Internet marketing is a new type of marketing method based on the Internet and uses the interaction of digital information and network media to achieve market goals.Compared with the traditional marketing models,the Internet marketing gives more value to communicating with consumers,listening to their opinions and suggestions,and making corresponding adjustments.Online product reviews can provide important data for the improvement of marketing strategies.The reviews provide an important platform for consumers to describe their shopping experience and express their evaluation of important aspects of products such as product quality and service.At the same time,they also provide an important channel for companies to obtain consumers’ feedback.Previous studies show that online product reviews contain rich,complex and valuable product information,which is of great reference value for companies to adjust their marketing strategies,improve product quality and service levels.However,previous studies of online product reviews tend to focus on the discussion of the importance of specific information contained in the reviews or the mining of sentimental information,etc.There is little discussion on the analysis of specific evaluation of the micro characteristics of commodities in the reviews.There is no specific discussion on how to link such information with the marketing of specific companies’ products and how to assist the companies to optimize and improve their marketing strategies.Such being the case,based on the classic 4C marketing theory,this study attempts to use the techniques and methods in Corpus Linguistics to identify 4 aspects(i.e.‘Customer’,‘Cost’,‘Convenience’ and ‘Communication’)of evaluation information from the online product reviews of a certain mobile phone product of XM company on the Amazon platform.It systematically presents the product features that consumers are most concerned about and their evaluation opinions.The results show that 1)the customers are most concerned about the features of ‘consumer’(e.g.the evaluation of the desirability of system/software performance),followed by ‘cost’(e.g.the evaluation of the reasonability of price),‘convenience’(e.g.the evaluation of the desirability of express delivery)and ‘communication’(e.g.the evaluation of the authenticity of information provided).2)Specifically,the desirability of system/software performance,the difficulty of camera performance,and the reasonability of price are the most frequently expressed evaluation information,which respectively point to the advantages and problems of XM mobile phone product in specific aspects.Based on these evaluation data,the study provides XM with real,systematic and useful product information feedback from the perspective of consumers,and then provides a series of optimization suggestions for the enterprise’s marketing strategy.For example,for ‘Consumer’,the study suggests reducing the loopholes of the system itself,reducing the number of redundant settings,improving the stability of the system and the operability of specific software;In terms of ‘Cost’,it is suggested that XM should not simply rely on the low price strategy to seize the market,but gradually improve the product quality and develop high-end products;For ‘convenience’,this study suggests expanding the team of maintenance personnel and strengthening the skill training of maintenance personnel;In terms of ‘Communication’,it is recommended to monitor the service level of the sales personnel of the cooperative e-commerce platforms.