Communication Strategy Research Of JL Company

Mobile Internet has a huge impact on people's lifestyle and consumption habits,and mobile phone products have become a necessity in people's life.In this context,the competition in the Chinese mobile phone market is becoming increasingly fierce,and the middle and high-end smart phones have become the key to win in the mobile phone market.Under the great market demand,many manufacturers in the mobile phone industry have launched fierce competition in products,channels,services,market and manufacturing technology,upstream and downstream industrial chain and ecological chain.It is urgent for mobile phone companies with serious homogenization to find out suitable mobile phone communication strategies to seize the mobile phone market as much as possible.Taking JL mobile phone as the research object,this paper analyzes its current situation and finds that the communication strategy of JL mobile phone has problems such as low communication rate of brand advertising,low accuracy of selection of sponsored programs and poor influence effect of spokespersons.PEST model is used to analyze the policy environment,economic environment,social environment and technical environment facing the mobile phone industry.The five forces model is used to analyze the bargaining power of suppliers,bargaining power of buyers,threats of new entrants and substitutes,and the competitive power of industry competitors.SWOT analysis of the advantages and disadvantages of JL mobile phone opportunities and threats.Combined with the above environmental analysis,it is concluded that the reasons for the problems of JL mobile communication strategy are the mismatch between target users and the communication audience,conservative naming strategy and inconsistent spokesman style.And according to this,put forward "accurate product positioning and target users,to achieve accurate media placement;Optimize the mix of communication media and make full use of network media;Select targeted spokespersons;Suggestions and enlightenment on strengthening brand construction and enhancing brand image.This is both a detailed analysis of the JL mobile communication strategy,is the domestic mobile phone brand enterprise competition environment and the communication strategy to develop a comprehensive discussion,although JL phone temporarily closed,to summarize the past experience,in order to China's other phones have important reference value to the enterprise strategy formulation.