Research On The Communication Strategy Of Independent Mobile Phone Brands Of China Mobile Group Device Co.,Ltd

With the advent of the era of electronic information,smart phones have become an indispensable part of people's work and life.Mobile phones have also expanded from remote communication to a multi-functional product integrating communication,entertainment,leisure and video.The fast-charging features have spread rapidly across the country,and it is hard for people to leave the phone for a while.As a result,many smartphone manufacturers came into being,targeting the smartphone market.In line with the trend of the times,China Mobile Communications Group has established China Mobile Terminal Company to develop,develop,produce and sell its own mobile phones.From M series to A series and N series,we have continuously made technological breakthroughs,product innovations and functional developments,and gradually obtained some consumption.The trust of the company occupies a part of the market share,but as the mobile phone industry matures,the homogenization of products produced by various manufacturers is getting higher and higher,the difference is getting smaller and smaller,and it is difficult to carry out the technology,function and performance.In this way,the sales of mobile phone products not only depend on the product itself,but also the promotion and promotion of the brand plays a vital role in the sales of the product.On the other hand,the market share of China Mobile Terminal's own mobile phones has gradually shrunk,sales have decreased,and there are problems with the spread of brands.There is an inseparable relationship without effective communication.The author hopes to provide new strategies,ideas and methods for the brand's communication through research and analysis.Based on this purpose,firstly,the first chapter of this paper introduces the background and significance of the research,and comprehensively discusses the research methods and theoretical foundations of this paper.Secondly,the second chapter begins with the research on the status quo of the brand communication of China Mobile Terminal Company's own mobile phones.The comparative analysis method is used to compare and analyze the top five mobile phone brands in the market—Huawei,Apple,VIVO,OPPO and MI-phone.The channel draws the four aspects of brand name and image,product quality,lack of physical retail channels,and limited methods of communication channels,and analyzes the causes of each problem,providing direction and ideas for propagating communication strategies;The chapter further analyzes the internal and external environment of the company's own mobile phone brand communication.On this basis,SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of the company in terms of brand communication,and determine the advantage-opportunity(SO)combination.Strategy to spread and promote the brand;finally,the fourth chapter uses the STP theory to segment the market,select the target market,and brand positioning,establishing a brand name mark to reshape the brand image,improve product quality word-of-mouth communication,open a physical store to enhance the experience,increase the multi-channel advertising four strategic combinations,solve the company's brand communication The problem is to discuss the implementation of brand communication strategy from the aspects of personnel,organization,technology and finance,and ensure the effective implementation of communication strategy to further promote the popularity and recognition of products,promote and spread the brand,and finally promote the product.Sales and market share.