An Research On The Marketing Strategy Of ZTE's 5G Mobile Phone

Established in 1985,ZTE Corporation is one of the world's leading providers of integrated communications solutions and equipment,and ranks third in the global communications industry.However,ZTE Mobile gradually faded out of sight after winning the national sales championship in 2012.Among them are political factors: two consecutive US sanctions,resulting in a loss of 7.6 billion Yuan,forced to lay off most of the mobile phone business;also have their own marketing strategy mistakes: missed the opportunity of the smartphone era.And 2020 is the first year of 5G construction,which will bring huge potential economic value.In May 2019,ZTE took the lead in releasing the Tian Ji 10 Pro 5G mobile phone in China,hoping to develop and restore the mobile phone business and increase market share under the huge economic opportunity brought by the 5G network.In the future,how to take advantage of the large-scale expansion of the 5G market at home and abroad and the advantages of being a 5G system integration equipment supplier to formulate a marketing strategy in line with ZTE's 5G mobile phone and expand the market share of ZTE's 5G mobile phone is the focus of this paper.This article takes ZTE's 5G mobile phone as the research object,combined with ZTE's advantages as a 5G equipment manufacturer in R & D and integrators,and the competition of 5G mobile phone manufacturers at home and abroad.Firstly,the SWOT matrix is used to analyze the advantages,disadvantages,opportunities and challenges of ZTE's 5g mobile phone in the future market.Secondly,the STP positioning strategy(market segmentation,target market and market positioning)+ 4Ps marketing theory(product,channel,price and promotion)is used)Combined with the actual situation of ZTE's current market competition,this paper analyzes the marketing strategy;finally,according to the analysis results of marketing strategy,it formulates the market positioning and marketing strategy combination in line with ZTE's 5g mobile phone,so as to improve the terminal penetration of ZTE's 5g mobile phone,and expand the market influence to promote the share growth and brand awareness,so as to achieve corner overtaking and catch-up Catch up with industry leaders.