The Study On The Marketing Strategy Of 360 Mobile Phone Company

China's smartphone market after several years of rapid development,the overall market annual sales reached 500 million,but in 2016,the mobile phone market growth is slowing down,already from the incremental market to stock market.And rely on the online channel sales Internet phone also encounters the bottleneck of development period.The main purpose of thesis is that 360 company enters the mobile phone market more than a year,how to cater to the needs of the consumers upgrade in order to product positioning and planning,how to determine the marketing strategy development direction,to survive in the fierce competition environment,and development,and achieved a certain market share and market position.Around this purpose firstly expounds on some basic theory about strategic management,marketing strategy and competitive strategy,and the study of this topic by some of the research methods.Secondly,thesis analyzes the external environment,the industry environment and the five forces in the industry,and detailed analyzes the main competitors in the industry form different dimensions,at the same time on the background of the company since its establishment and organizational structure,product introduction,and analyzed some existing resources,the ability of company has a more clear understanding.Again,through the analysis of external factors and internal factors,find out the company has some advantages,but also see the deficiency existing in company,in the face of the external environment of market opportunity how to grasp,face the market test how to resolve,through systematic study and analysis,some alternative strategy direction is given.In integrated comprehensive analysis of the factors affecting the development of the company,combined with the company's future development direction,target market positioning,and in the face of Internet phone brand competition,under the condition of given 360 smartphone strategy goal and path,the choice of competition strategy direction,and in the actual work of the specific marketing mix strategy and implementation plan.