Research On Marketing Strategy Of P Company's Smartphone

In recent years,China's smart phone industry has developed rapidly with the continuous update of communication technology.A large number of excellent brands have emerged in the market,and the smart phone of the P brand is one of them.Company P is a well-funded multinational company from the United States.Its smartphone officially entered the Chinese mainland market in 2009,which caused a great response in the market.With the upgrade of the mobile phone,Company P has gradually become the market leader.one.The evolution of communication network technology from 2G to 5G has made smartphones play an increasingly important role and role in consumer life.The number of smartphone users has also increased from less than 100 million in 2010 to nearly 12 in 2018.Billion,almost a manpower.Driven by favorable factors such as national policies and regulations and capital market support,domestic smartphone brands have developed rapidly,their market share has gradually increased,and their brand values have been gradually recognized and accepted by domestic consumers.On behalf of the "foreign brands" launched an impact.In recent years,the "US-China" relationship has gradually cooled down due to a series of economic policies.As a well-known American brand,its business has also suffered a significant impact.Shipments have declined significantly,and business optimiza tion is imminent.This article takes the current economic policy and market environment as the background,starting from the current situation of P company's smartphone marketing,based on the analysis framework of marketing management,brand competition,business management and other theoretical frameworks,and combining P company's operating status to conduct research work;At the same time,through in-depth research on the smart phone industry to obtain first-line marketing data and information,use PEST,SWOT and STP analysis models to study the P mobile phone marketing strategy,and draw the conclusion of marketing strategy optimization.This article is divided into six parts.The first part is the introduction,which introduces the era background of sm art phone development,the significance and research methods of the thesis,as well as the specific research content and thinking framework of the thesis.The second part specifically expounds the marketing theory and development status of the thesis resea rch,as well as some innovative marketing concepts and ideas.The third part mainly introduces the internal and external environment of P company,and uses the PEST method to analyze the external environment of the company.Conduct macro analysis in political,economic,social and technical aspects,and study the impact of various factors on company P's smartphone sales.The fourth part uses SWOT and STP analysis methods to conduct multi-dimensional research and analysis on P company.The fifth part is base d on the marketing 4P strategy theory,and puts forward suggestions for the optimization and adjustment of P company's marketing strategy.The sixth part is the conclusion part of this thesis,which systematically summarizes the research contents and main research conclusions of the full text,points out the main innovations and deficiencies of this thesis,and the direction of future research efforts.