Research On Marketing Strategy Of HM Mobile Phone Of India

With the development of science and technology and the continuous improvement of people's living standards,the penetration rate of mobile phones is increasing.India has a large population and a relatively backward economy,but the economy is growing at a remarkable rate,the disposable income per capita is rising year by year,the consumption of mobile phones,especially smartphones,is growing steadily,and the mobile phone market has great potential.At a time when the global mobile phone market is barely growing,India's mobile phone market has been able to keep growing steadily,overtaking the United States as the world's second largest smartphone market,mobile phone manufacturers around the world are eager to compete for the Indian mobile phone market this "Blue Sea.".Competition in the Indian mobile phone market has reached a heated stage.The XM mobile phone has been in the Indian market for more than six years and has become the largest mobile phone manufacturer in India,at the time,HM accounted for the bulk of XM's handset sales in India.Although HM enjoys strong brand recognition in the Indian mobile phone market,how can the existing independent HM mobile phone continue to maintain its advantages in the increasingly competitive Indian mobile phone market environment,and seek to further continue to expand and develop,this has become the current HM mobile phone in the Indian mobile market is facing an important issue.How to accurately grasp the diversified demands of Indian mobile phone consumers in the future and adopt more realistic marketing strategy of Indian local market is the focus of this paper.In this paper,HM mobile phone marketing strategy as the research object,using literature induction method to collect a large number of marketing theory,the Indian mobile phone market,the status of mobile phone enterprises.On this basis,the development status of HM mobile phone in the Indian market is analyzed,the macro-environment of HM mobile phone in India and the current situation of mobile phone market(market scale and characteristics,consumer demand characteristics,main competitors)are analyzed systematically Through analyzing the macro-micro environment of HM mobile phone in India market,the habits of Indian market consumers,combining with STP theory and 4P theory,this paper analyzes the current marketing situation of HM mobile phone in India,furthermore,it points out the shortcomings of HM mobile phone in the Indian market: In terms of product positioning,the mid-and high-end product positioning is not sufficiently subdivided,and consumer psychology is still the image of the low-end machine with high performance and low price ratio;in terms of sales experience,as the leading "online marketing" and "Hunger Marketing" in pre-sales service and after-sales experience greatly lags behind competitors,customer experience satisfaction is not high,it is difficult to form a loyal consumer groups;the distribution of offline channels is extremely weak,this and India's urban and rural population distribution and consumption habits form a great contrast,the blank market area is larger.As XM's main consumer group,income levels continue to rise,the range of options in the HM phone series is limited,a large number of purchase customers,in the transfer of loss.In addition,HM has adopted a ODM strategy in core technology and major components,and its product R & D investment is relatively low,although it has cost and time advantages,but it is not enough to support the trend of diversified consumer demand growth.Using the STP theory,this paper puts forward the key strategies in market Segmentation,target market and Positioning of HM mobile phone Using the 4P marketing theory to analyze the current product strategy of HM mobile phone market in India: In view of the changing trend of consumer demand,constantly introduce new product strategy with accurate positioning;Product Price Strategy: With the increase of the consumption level of the Indian people and the increase of the frequency of exchange,in terms of product price positioning,while sticking to "high cost performance",we should also introduce products at various consumer prices and increase R & D investment in high-end products.Channel Strategy: The combination of online and offline can better give consumers more experience,to deepen the distribution of off-line channels,standardize the services of on-line and off-line partners,and improve the channel management system,can rapidly penetrate the blank market of HM mobile phones.In the promotion strategy,with the distribution of offline channels,product,price diversification,in the past internet promotion,should increase offline experience,on-site fan activities and other diversified promotional means.It is hoping that this paper can provide the marketing strategy optimization suggestions for the development of HM mobile phone brand in India,and also provide the product marketing strategy optimization enlightenment for Chinese mobile phone companies in the Indian mobile phone market.