Research On Integrated Marketing Communication Strategy Of OPPO Mobile Phone In Vietnam

In the era of market competition,companies are very concerned about how brands can be better spread.Therefore,competition between brands of companies is often more common than competition between products.Branding is not just about distinguishing one product from another,but the other is the position of the product in the market.Branding is a process that requires the marketing department and all employees of the company to work hard.Building a brand in the market requires developing a brand in the market.Today,many companies are aware of the importance of this brand,but there are still many places to explore for effective brand communication.The business environment is constantly changing,which requires the company to adopt a targeted brand communication strategy for changes in the external environment.The Chinese mobile phone brand OPPO mobile phone entered the Vietnamese market in 2013,and then developed rapidly and surpassed other Chinese mobile phone brands such as Huawei mobile phones and Xiaomi mobile phones,becoming one of the largest mobile phone brands in the Vietnamese market.This paper first analyzes the current situation of OPPO mobile phone marketing and communication in Vietnam,and then analyzes the OPPO mobile phone in the Vietnamese market SWOT analysis,combined with SWOT analysis of the internal advantages and disadvantages of OPPO mobile phone in the Vietnamese market and external opportunity threats.The advantages of OPPO mobile phone development in the Vietnamese market include product design advantages,product price advantages and marketing service capabilities;disadvantages include quality disadvantages and technical disadvantages.The main opportunities are the establishment of China-ASEAN Free Trade Area,the promotion of the “Belt and Road” strategy,and the change in the consumption concept of young Vietnamese consumers.The main threats are mainly the threat of foreign mobile phone brands such as Samsung Apple and Chinese mobile phones such as Huawei Xiaomi.The threat of the brand.Finally,the OPPO mobile phone's integrated marketing strategy proposal in Vietnam is proposed.Firstly,the STP positioning strategy is adopted to locate the development of the brand mobile phone in the Vietnamese market from three aspects: market segmentation,target market and market positioning.Then proposed the integrated marketing communication strategy of the mobile phone in the Vietnamese market?...