Study On Markting Strategy Of Vivo Moble Phone In Guangxi

The commercial time of 5G is expected to be earlier than the original plan,with commercial trial of 5G in China in 2019 and official commercial use in2020.The change of communication technology will cause the renewal of mobile phone products.Consumers have to use 5G mobile phones if they want to enjoy the convenience brought by 5G network.In recent years vivo has gained visibility for its mobile phones through multi-channel advertising,and has made some achievements in the vast market in rural areas with the strategy of sinking sales channel.Vivo mobile phone has achieved great results through accurate market segmentation,target market and its own market positioning.The author selects the representative general agent of Guangxi,who ranks the top in the national agent system of vivo mobile phone,and makes an in-depth investigation and research on the marketing strategy and channel expansion mode of the enterprise based on the current situation and future development trend of smart phone.In the period of 5g important technology reform,this paper analyzes the important role of marketing strategy for mobile phone manufacturers to seize market share,hoping to provide some reference for the marketing activities of other domesticmobile phone manufacturers.This paper elaborated vivo marketing status and problems in Guangxi based on the status quo of domestic and foreign research and relevant marketing4 P theory.Then relevant analysis tools were used to analyze the marketing environment of Vivo mobile phone in Guangxi,PEST was used to analyze the macro environment,SWOT was used to analyze the advantages,disadvantages,threats,opportunities and other aspects of Vivo mobile phone,and the micro environment of the research object was analyzed from the aspects of buyer behavior,competitors and marketing intermediaries.Again,STP strategy was used to classify the market and clarify the market selection and market positioning.Then combine 4P theory with 4C theory to make suggestions on Vivo mobile phone marketing strategy in Guangxi.Finally,basing on the above analysis,the author gives 6 tips on implementation guarantee for Vivo mobile phone,such as optimizing organizational system,strengthening corporate culture building,perfecting talent cultivation,recruitment,retention system,agency system internal entrepreneurship and innovation,establishing scientific customer management system,and building crisis awareness.