A Case Study On Marketing Analysis Of OPPO In Guangzhou

In recent years,the competition in the domestic mobile phone market is becoming more and more fierce.With apple as the representative of foreign brands,HUAWEI and Xiaomi as the representative of domestic brands occupy a large number of market share,which has brought obvious competitive pressure to other mobile phone enterprises.As one of the fastest growing domestic mobile phone companies in recent years,OPPO is facing the pressure to maintain sales growth.In the economically developed and densely populated area of Guangzhou,the competition of each mobile phone brand is becoming more and more hot.As the sales company of OPPO in Guangzhou region,how to maintain competitiveness is the main problem that OPPO is facing.This paper,taking Guangzhou OPPO as the research object,first discusses the related research results of mobile marketing as the theoretical basis for the analysis of the case of Guangzhou's OPPO marketing.Secondly,it introduces the marketing cases of Guangzhou OPPO through the enterprise resources,ability and culture of Guangzhou OPPO and from the angle of STP theory and 4P theory,and again carries out the enterprise environment for Guangzhou OPPO.Analysis: the PEST analysis method is used to analyze the macro environment,the Potter five force model is used to analyze the industry environment,the consumer demand analysis and the SWOT analysis model are used to obtain the SWOT strategic choice.Finally,the STP theory and the 4P theory are used again to put forward the questions and the reasons and suggestions for the marketing of Guangzhou OPPO.Through the analysis,this paper thinks that the marketing strategy of Guangzhou OPPO has the problem that the market segmentation is not deep enough,the target market is too small and the market positioning is single.It is suggested that the market segmentation,the target market and the market orientation are expanded in many angles,and the marketing strategy has the lack of core technology,the lack of low price models and the channel.The problem of high cost and low promotion staff culture is suggested.It is suggested to strengthen the research and development of core technology,introduce low priced models,expand the channels of e-commerce and strengthen the management of promoters.