Research On Marketing Program Design Of M Cell Phone Of AL Shaanxi Branch

With the rapid development of science and technology,mobile phones have basically achieved universal popularization,and the mobile phone industry has experienced rapid growth and entered a period of slower growth and increased competition.How to adapt to the trend of the development of the Internet and design an efficient and feasible marketing program to become a mobile communication equipment distribution company with mobile phones as the main sales products must consider the proposition at this stage.This article takes AL Shaanxi Branch as the research object,based on the marketing project of the company's main sales product,the M mobile phone,focusing on analyzing the company's M mobile phone marketing status and problems,and conducting a detailed analysis of the company?s marketing environment and exploring The distribution model of O2 O direct supply service platform based on micro-marketing was established.Based on this,the marketing strategy of M-phones was designed,and the implementation guarantee for the implementation of the marketing plan was formulated.Based on the status quo of the development of China's mobile phone industry,the article introduces the background and significance of mobile marketing programs for mobile phone distribution companies,and details the research status at home and abroad,and determines the overall research content and research methods of the article.In order to better study this proposition,the article systematically explains related theories,including marketing-related theories,marketing program-related theories,and value-chain theory and transaction cost theory.On the basis of academic theory,combined with the status quo of the marketing business of Shaanxi Shaanxi Branch,the status quo,existing problems and causes of M mobile phone marketing were analyzed.After fully understanding the status quo and issues,we analyzed the environment of M-Mobile marketing from the internal and external environment and SWOT analysis.After determining the marketing strategy of AL Shaanxi Branch,starting from the aspects of market positioning,marketing goals,marketing strategies,etc.,designed a marketing plan for M-cell phones based on the new distribution model.In order to ensure the smooth implementation of the marketing plan,the article finally recommended AL Shaanxi Branch to make efforts from the aspects of improving the organizational structure,improving the quality of personnel,and improving marketing strategies.This research has drawn the following conclusions: First,in the future,the company's marketing strategy selection,AL Shaanxi branch should choose WT strategy,that is,defensive strategy.Secondly,the micro-marketing-based O2 O direct-supply service platform distribution model is beneficial to AL Shaanxi Branch to expand the product distribution range,reduce the company's operating cost,strengthen upstream and downstream management,and enhance the overall service level.Thirdly,the M mobile marketing program should consider market positioning and product conditions comprehensively,and establish and improve a combination strategy consisting of a product strategy,a price strategy,a sales channel,and a promotion strategy on the basis of implementing marketing goals.Fourth,AL Shaanxi Branch shall promote the successful implementation of the M-Mobile marketing program by improving the organizational structure and improving the marketing system;strengthening personnel training,improving performance appraisal and improving micro-marketing strategies.This essay draws the following conclusions: first,in the strategic choice of Future Ltd,the Shaanxi branch of AL company should choose the WT strategy,that is,the defensive strategy.Second,the distribution mode of O2 O direct supply service platform based on micro marketing is beneficial for AL company Shaanxi branch to expand product distribution scope,reduce operation cost and cost,strengthen upstream and downstream management and enhance comprehensive service level.Third,M brand marketing programs should take into market positioning and product conditions account,based on the implementation of marketing goals,establish a portfolio strategy composed of product strategy,price strategy,sales channel and promotion strategy.Fourth,AL Shaanxi branch should promote M brand marketing program based on micro marketing through improving organizational structure,improving marketing system,strengthening personnel training,improving performance appraisal and perfecting micro marketing strategy.