Research On Different Marketing Strategies Of Vivo Smartphone's Domestic Market

Global smart phones have entered the stock era,and the overall development sp ace of the Chinese market is gradually becoming saturated.China,as the world's larg est mobile phone market,is a contestable place for major mobile phone brands.Not only has the competition of domestic and foreign brands been intensified,but also th e domestic smart phone brands are flourishing.vivo is a global mobile internet intell igent terminal company.In 2011,the vivo brand officially entered the field of smartp hones.In 7 years,vivo continues to innovate,improve product technology,and is co mmitted to creating smart phone products that are their own characteristics.In the fa ce of serious homogeneity in the industry,vivo not only continuously innovates in pr oduct technology,but also has its own unique concept in marketing strategy.This article mainly focuses on the research and analysis of the marketing strateg ies for the differentiation of vivo smartphones in the domestic market.The first is a general overview of the company and its products,as well as the industry characteristics of smart phone products and the competition in the domestic industry.The SWO T model was used to comprehensively analyze the industry competitiveness of vivo s martphones,their internal strengths,weaknesses,and external opportunities and threat s.The Porter Five Forces model was used to further analyze the threats faced by vi vo.Understand the current market environment and the current marketing situation of vivo,to provide direction and basis for the formulation of marketing strategies.The n,according to the STP theory,the target market of vivo smartphones is selected an d determined,including the segmentation of the target market,the characteristics of t he target market,and the positioning of the target market.Based on the analysis and application of the previous theoretical model and the selection of the target market,the differentiated marketing strategies of vivo smartphones are discussed in terms of products,prices,channels,and promotions.From the standpoint of consumers and the perspective of the company,we compare and study the success of differentiated mar keting strategies,and propose implementation and guarantees for the marketing of viv o smartphones.Finally,we draw conclusions and look forward to the future.It is ho ped that the differentiated marketing strategy of vivo smartphones will provide refere nce and reference for the industry.