Analysis Of XM Company's Mobile Phone Business Marketing Strategy

The 21 st century is a time of vigorous development of knowledge,rapid progress of science and technology,and the continuous progress of human society.With the continuous development and breakthrough of Internet technology,human daily life can no longer be separated from mobile terminal products(the main research object of this paper is mobile terminal).It is taking advantage of the technology to mature,mobile phone has gradually developed from the original "functional mobile phone" era to a multi-functional "smartphone" era.The rapid development of intelligent industry is naturally inseparable from the great contribution of Chinese market.Since the first generation i Phone release of apple in 2008 and the follow-up of domestic manufacturers such as millet,Huawei and oppo,the whole mobile terminal products have been booming.With the increasing number of mobile phone brands at home and abroad,the market competition becomes more and more fierce.In 2015,millet mobile phone occupied the first "throne" in domestic market,and fell to fourth place in 2020.The foreign market share is not easy to open up some situations,but also with the entry of new domestic and foreign mobile phone manufacturers,it has been quickly eroded market share.There are problems in product itself,decision-making and marketing strategy(this paper mainly discusses the marketing strategy).In my opinion,product quality is the life of the enterprise,and the effective marketing strategy is the soul of the whole enterprise.The starting point of marketing strategy is customer demand,the goal is customer service,the core is to start with customer demand and provide good customer service as the key.As a new company which was founded soon,millet company can help it keep and occupy more market share only if it aims at certain target market and adopts some effective marketing strategies.Starting from the related theories of marketing strategy,this paper first describes the development process,research status and influencing factors of marketing strategy at home and abroad,and summarizes most of the views of domestic and foreign scholars on the research of marketing strategy in the mobile phone industry today.Based on the background of the development of China's mobile phone industry,this paper investigates the marketing status of millet mobile phone,and briefly introduces the development course of millet mobile phone.Then,PEST analysis and Porter's Five Forces Model analysis are used to analyze the macro environment and micro environment that XM phones are facing.The 4P theory is used to analyze the existing marketing strategies of MIUI,and the SWOT analysis method is used to point out the advantages and disadvantages,opportunities and threats of MIUI.Finally,this paper puts forward the development direction of XM in the future from five aspects,namely,the improvement of its brand image,product cost control,the construction of sales channels,the change of promotion mode and the improvement of after-sale system.Mainly summarized as :(1)establish brand image,strengthen brand construction;(2)Construction of cost management system,scientific and reasonable cost control;(3)Strengthen the construction of sales channels and implement differentiated marketing strategies;(4)Innovate marketing mode and improve promotion quality;(5)Improve the after-sales service system and improve the overall quality of after-sales service.