Research On Optimization Of Smartphone Online Marketing Strategy In Vivo

With the rapid development and popularization of mobile Internet,China's smartphone industry has achieved rapid development.As market competition continues to intensify,the Chinese smartphone market has begun to enter a stage of stock competition.In order to seek breakthroughs,more and more mobile phone brands are turning to the online while stabilizing offline channels,using online channels as a new growth engine for brand sales.Vivo mobile phones take offline channels as the core and attach great importance to offline channel construction.However,as the overall offline market is gradually saturated,vivo is also accelerating the layout of online channels.It has completed online channel models such as the official mall,third-party e-commerce platforms,and online agencies,and is also intensifying in new media Layout.In particular,vivo launched the iQOO Internet brand in February 2019,marking the attitude and determination of vivo's online presence.vivo's online layout has achieved amazing results,but also encountered considerable challenges.This article makes an in-depth analysis of the current status and existing problems of vivo mobile network marketing,analyzes its problems,opportunities and challenges in network marketing,and proposes optimization and improvement solutions.First of all,analyze the status quo and problems of vivo mobile marketing strategy.Guided by the 4PS theory,it analyzes from the four dimensions of online product strategy,online price strategy,online channel strategy,and online promotion strategy,and exposes related problems.Secondly,we analyze the macro and micro environment of vivo mobile phone.The macro environmental analysis is guided by the PEST macro environmental analysis method,which analyzes from the political environment,economic environment,social environment,and technical environment.The overall macro environment is getting better.The micro environment is analyzed by the Porter five-force model from the structure of competitors and upstream Analyze five aspects: negotiation ability,ability to negotiate with downstream,entrants and substitutes.Finally,the optimization suggestions and corresponding safeguard measures of vivo mobile internet marketing strategy are put forward.Starting from the STP theory,market segmentation,target market selection,and market positioning are followed;4PS theory is used as guidance,and recommendations are made from products,prices,channels,promotions,and other Internet marketing strategies;finally,corresponding guarantees are provided.Measures.