Study On Nubia Mobile Markreting Strategy

The high speed development of telecom information technology has brought tremendous changes to human society.Smartphones not only meet the social communication requirements of human beings,but become the most indispensable life tool in the field of business,payment,security,etc.Catering for the huge market demands,the market of smartphones has already become the largest industrial consumer market in China.The huge market demands attract the successive investments;not only many traditional smartphone manufacturers such as Huawei,MI,Lenova,OPPO/VIVO,ZTE invest more money to launch their characteristic products,but newcomers including LeTV(TV industry),360(Security Software),Meitu(Software app)invest lots of money in the market.The competition in the smartphone industry has suddenly become fierce.The predecessor of Nubia Technology Co.,Ltd in this paper is Shenzhen ZTE Mobile Telecom Co.,Ltd,which was a wholly-owned subsidiary of China's largest listed telecom equipments provider and the world's fourth largest smartphone manufacturer—ZTE Corporation.In June,2015,the company has renamed to Nubia Technology Co.,Ltd.Nubia is oriented in the high to middle end smartphone markets and manufactures the smartphones with major selling points including powerful photographing functions.On Dec.31,2015,China's largest retailing enterprise Suning increased the investment by 1.93 billion RMB and held 33.33% shares of Nubia Technology Co.,Ltd.Thanks to the support and sharing in the field of technologies,patents and supply chains from ZTE Corporation,as well as the huge investment from Suning to guarantee sufficient and stable capital chain,Nubia carries innate advantages in the field of smartphones.Its persistent innovation in smartphone photography meets the consumers' increasing rigid requirements on smartphone photography,therefore Nubia will hopefully hold a tiny space in the intense market or even occupy most of the market share.However,as a new brand,Nubia still has a long way to go in the market competition since its rivals including Huawei,OPPO/VIVO,MI,etc.have already occupied favorable market position and channel sources.As a witness of Nubia's development,I had all along worked in the front line of market and deeply understood all kinds of opportunities and challenges that nubia smartphones have encountered on marketing strategies.Based on the marketing theory,this paper analyzes the internal and external environment of nubia Smartphones through PEST model,Michael Porter's Five Forces Model and SWOT model;plans the marketing strategy of nubia Smartphones through STP analysis;and refines the formulated marketing strategy through 4Ps analysis.Finally,this paper gives detailed opinions on the safeguard measures required for execution of marketing strategy.I believe that this paper can not only give instructive advice on the development of nubia Smartphones in Chinese market,but provide reference significance to the similar products and industries.