The Comparative Study On Market Brand Positioning Of OPPO And Apple In Thailand Mobile Phone Market

With the rapid development of the mobile phone industry and the high penetration rate of the traditional mobile phone market,the global smart phone shipments have declined.The competition in the mobile phone industry is fierce.Mobile phone companies need to explore emerging markets to seek new development opportunities.The development of mobile phone companies in emerging markets not only helps companies to obtain high profits and expand market share,but also helps to maintain steady growth of foreign trade.Thailand is a country with rapid economic development in Southeast Asia.Its political,economic,geographical,and population aspects all provide development opportunities for mobile phone companies to.The research on the mobile phone market in Thailand is of great significance for studying other countries in Southeast Asia.With the improvement of the overall consumption level in Thailand,Thai consumers are paying more and more attention to brand influence when purchasing mobile phones.Mobile phone companies in Thailand have to face the competition of well-known brands and the local market culture.The development of enterprises faces severe challenges.Therefore,it is of far-reaching significance to study how mobile phone companies adopt brand positioning strategies to enhance their brand competitiveness in the Thai market.This thesis uses literature research and case study methods to study the brand positioning of mobile phone companies in the Thai market.First of all,this thesis expounds the theoretical basis of mobile phone enterprise brand positioning,and chooses the diamond model positioning theory and international marketing theory as the theoretical support.Secondly,this thesis analyzes the development environment of the mobile phone market in Thailand,the overview of mobile phone brand building,the development status and problems,and the consumers in the Thai market.Then,this thesis analyzes OPPO and Apple's brand positioning point and brand marketing combination strategy separately,compares and analyzes the difference between the case brand positioning point and marketing combination strategy.Finally,this thesis summarizes the paper and puts forward corresponding suggestions for the company to enhance the brand influence.Through research,this thesis finds that mobile phone companies lack the independent R&D technology,the brand image is seriously cured,the advertising cost is too high,and the mobile phone imitative behavior is serious in the brandpositioning process of the Thai market.It is believed that the enterprise should focus on the core technology and improve brand quality,strengthen brand building and increase market share,strengthen local cooperation and expand sales channels,create a unique image and form a brand style in brand positioning.The innovations of this thesis are as follows: First,the combination of mobile phone companies and brand positioning strategies will enrich the research in the field of brand positioning.Second,compares the similarities and differences between the brand positioning strategies of OPPO and Apple's,provides corresponding suggestions for enterprises that have entered the industry or want to.Thirdly,it puts forward suggestions on the brand positioning of mobile phone companies in the Thai market,and provides theoretical support for the long-term development of related companies in the Thai market.