Research On The Smartphone Network Marketing Strategy Of Y Compan

With the full commercial use of 5G network and the further increase of mobile Internet device penetration rate,China’s mobile Internet has entered the stage of universal popularization.According to the data from the Ministry of Industry and Information Technology,by the end of2022,the number of mobile phone users in China will be 1.683 billion,with a large market size,and the smartphone market will enter the stage of stock competition.At the same time,according to the data of Sino Research Institute,from 2016 to 2020,the proportion of China’s smartphone market network channel shipments increased from 18% to 35%,nearly doubling,network channel’s influence on the mobile phone industry is increasingly expanding.While developing offline channels,major mobile phone brands are constantly seeking online breakthroughs and taking online channels as a new sales growth engine.Y Company has positioned itself as an Internet mobile phone brand since its establishment.In the past 10 years,Y Company has set up flagship stores on Tmall,Jingdong,Douyin and other online platforms successively,and built self-operated online mall.Meanwhile,it has actively laid out new media marketing,with online channel sales accounting for more than 50% at one time,achieving good results in Internet marketing.Also in the e-commerce,new media platform encountered a certain bottleneck,its brand network marketing strategy is worthy of in-depth study.Taking smart phones of Y Company as the research object,this paper adopts literature research method,case analysis method,questionnaire survey and other methods to analyze the problems of Y Company’s mobile phone products in Internet marketing,such as the lack of differentiated selling points online,low profit margin of online main sales products,insufficient penetration of new media channels,and bottlenecks in the growth of e-commerce promotion methods.On this basis,according to STP and 4P marketing theory,the corresponding optimization strategy is proposed for Y company.Specifically,differentiated positioning of products should be sorted out,selling points of "tagging" should be formed online,profit structure of medium and low-end products should be changed in price,and gross profit rate should be improved.In terms of channels,attention should be paid to the fine operation of new media,and the communication matrix of "one super and many strong" should be created.In terms of promotion,innovative marketing methods should be developed to shape brand influence.The research of this paper can provide some reference for Y Company’s smart phone network marketing strategy,and help Y company to further enhance its market competitiveness.