Samsung Smart Mobile Phone Marketing Strategy Research In China

In recent years,with the continuous development of mobile Internet technology,smart phones have entered everyone's life with more and more powerful functions and an increasingly important position.With the continuous development of Chinese product brands in the Chinese mobile phone market this year,domestic brands represented by OPPO,VIVO,Huawei,and Xiaomi have gradually occupied the Chinese mobile phone market in the past five or six years and have won the favor of Chinese consumers..As the first batch of Samsung smartphones that entered the Chinese market and once enjoyed great success in the Chinese smartphone market,sales in the Chinese market have been declining in recent years.Understanding user needs and improving brand image and product sales are issues that Samsung's smartphones urgently need to solve in the Chinese market.This paper takes Samsung's smart phone marketing strategy in the Chinese market as the research object,and first reviews marketing related theories and marketing related literature in the mobile phone industry at home and abroad.Secondly,through the literature research method,SWOT analysis,STP analysis and other methods,the current marketing strategy and sales of Samsung smartphones in the Chinese market are analyzed,and the problem with its existing marketing strategy in the Chinese market is: Samsung smartphone products Focusing on the high-end mobile phone market,there is not enough attention to low-end and middle-end products with greater market demand,and the product selling points are not prominent enough compared with competitors;the marketing concept is still product-centric,and the marketing strategy does not start from the perspective of consumer thinking.There is no interaction and connection with consumers.Through the above analysis,it is proposed that Samsung mobile phones in the Chinese market need to pay more attention to the low-end market while paying more attention to the high-end market;to operate users as the target,carry out self-media marketing;create experience scenes for users,conduct scene marketing;Provide decision-making information and conduct content marketing;build a user community platform to promote community marketing.Samsung smartphones must abandon traditional marketing concepts,use the advantages of self-media channels to communicate with users,understand user needs,and increase users' loyalty to brands and products,in order to seize opportunities in the current rapidly changing Chinese smartphone market.Re-emergence in the Chinese market.