XM Company Mobile Phone Marketing Strategy Research

Today,the global mobile phone market has developed rapidly.From non-intelligent machines to smart phones,from heavy to thin,from small screens to full screens,mobile phone products have become more and more homogenous,and consumer buying habits have changed quietly.In the domestic market after the big waves,only Huawei has maintained a good momentum in the “China Cool Alliance”.In the face of the constant changes of international manufacturers Apple,Samsung and domestic veteran mobile phone manufacturers Huawei,OPPO and vivo,XM still follows the same trend.The development of cost-effective “hunger marketing” will inevitably lead to a decline in market share and further reduction in profits.Affected by the weakening of the overall mobile phone market in 2017 and the impact of its own products,XM's mobile phone sales growth rate has slowed down,and the profit margin of a single mobile phone is still the lowest compared to other mobile phone giants.This series of problems is in front of the market and its marketing strategy.There is a considerable relationship.Therefore,XM's mobile marketing strategy should make timely adjustments based on current and future market environment development changes and user needs.This paper uses the knowledge of marketing management to research and analyze the mobile marketing strategy of XM company,and the macro and micro environment of XM company's industry.It finds that XM company is not superior to other manufacturers in marketing,and needs to change the marketing strategy to improve its competitiveness.This paper holds that XM company should further subdivide the market,pay attention to the characteristics of consumer consumption,seek for new growth points,and re position the market and reshape its image.In terms of marketing strategy,we should adjust the product line,formulate different price strategies for different product segments,strengthen the construction of offline sales network,and distinguish the trend of product categories sold by different channels.This will further improve the attraction of XM mobile phones to consumer groups and further consolidate the market position in the fierce competition.