Study On Meizu Mobile Marketing Strategy

With the rapid development of mobile internet, people’s lives have been inseparable from the mobile phones. At of the end of December 2015, the number of Chinese mobile phone users reached 1.36 billion. This is where the smart phone market share accounted for nearly half. According to statistics, in 2015 the number of smartphone users in China will reach at 5.74 million and this figure will grow at a rate of 8% per year. Smartphones have changed the way people lives, many people using phones from the general telephone calls, text messaging, to mobile payments combining various functions range of Apps, a smart phone can almost have the same functions as a PC, and even better in some respects than PCs. China is the largest consumption and using of mobile country in the world, it also has the largest potential market. Under the background of economic integration and information globalization, the competition of global mobile phone market are intensifying, the market looks like a piece of red sea. Besides in the mobile industry, the speed of information and technology are updating very fast, even a little mistake may cause the failure.Meizu is one of the earliest mobile manufacturers in China, since 2009 it launched its first mobile phone M8, the sales volumes still at a very common level, Meizu brand showing us a minority brand. However, after 7 years’ efforts, Meizu is changing the way it thinking, and trying to the make breakthrough. This dissertation is based on the analysis of the marketing strategy of Meizu Mobile phones, combining the concept and knowledge of marketing; analyzing the environment of both internal and external of Meizu; using Pest model,Porter’s 5 forces model and SWOT model to make marketing strategy. At the end of this paper, I come up with the methods for strategy implementing guarantee. I hope this paper can provide guidance for Meizu mobile marketing management, as well as a reference for the marketing strategy of same products.