Research On Marketing Communication Strategies And Effects Of Mobile Phone Brands On Internet Platforms

With the advent of the consuming era and the substantial improvement of people’s living standards,mobile phone brands,as an important part of multiple brands,have a wide audience and their purchasing power cannot be ignored.Due to the rapid development of the Internet,especially highly interactive social Internet platforms have gradually become the main battlefield for mobile phone brands to carry out marketing and brand communication.At the same time,the complexity of the Internet marketing model continues to affect the marketing and communication strategies of mobile phone brands,and it poses great challenges to it.The current literature research on the application of social media platforms for marketing mainly covers platforms such as Taobao,Weibo,Douyin,Xiaohongshu,etc.The research content includes conclusive statements on the current development status of these platforms and existing problems,but few scholars pay attention to mobile phone brand communication marketing on Bilibili.This is exactly the innovative point of this thesis.This thesis aims to compare and analyze the four representative domestic mobile phone brands of "HUAWEI","XIAOMI","OPPO",and "ONE PLUS" on the Bilibili platform through content and comparative analysis research methods.The released video content can derive the current marketing communication status of the mobile phone brand on the Bilibili platform,combined with the platform’s own marketing advantages,and then propose suggestions for the improvement of the mobile phone brand’s marketing communication on the Bilibili platform.This thesis selects Bilibili,one of the representative social Internet platforms,as the media research object of this study,each brand selects 252 samples,and a total of 1,008 video samples from four selected mobile phone brands.Through comparative study on the contents,it is obvious that according to the information about mobile phone brands on Bilibili,the sources of information are mainly innovative,and many repost video samples are from the cooperative upper.User’s click,like,repost,coin and comment mainly in available information and relationship construction,and releasing interactive videos are conductive to guide users’ behaviors of click,like,repost,coin and comment.Finally,if mobile phone brands want to enhance the effect of brand marketing communication,they must combine the marketing advantages of the Bilibili and learn from each other.In response to the analysis results,the author proposes the following suggestions:first,enriching video content and learning from each other;second,creating high-quality interactive content to increase audience stickiness;third,holding clear goals and creative display selling points;fourth,customizing mobile phone brand live broadcast rooms to deepen brand impression;fifth,linking with IP marketing and grasping interactive scale.