Research On Brand Strategy Of OPPO Guangdong Mobile Communication Co.,Ltd

As a well-known local mobile phone brand,OPPO has developed into a leading mobile phone manufacturer at home and abroad after experiencing from MP3 to music mobile phone,and then to today's "Zhimei Technology".The research on the brand construction of OPPO mobile phone is of great significance to the future brand building of OPPO,also has important reference value to other mobile phone manufacturers in the mobile phone industry.With the increasingly fierce competition in the mobile phone industry,appropriate brand management and brand management can help enterprises enhance their influence and create their exclusive and loyal brand followers,so as to help enterprises stand in the long-term and fierce competition.This paper analyzes the current situation of mobile phone brand management of OPPO Guangdong Mobile Communication Co.,Ltd.,and points out the problems existing in brand management of OPPO Guangdong Mobile Communication Co.,Ltd.It also makes a SWOT analysis on the internal and external environment of the brand management of OPPO Guangdong Mobile Communication Co.,Ltd.,points out the opportunities and threats,advantages and disadvantages faced by OPPO in the brand management,and gives the corresponding brand management strategy.Through the analysis of the current situation of brand management of OPPO Guangdong Mobile Communication Co.,Ltd.,it is found that there are some problems in the brand management process of OPPO,such as unclear brand positioning,insufficient brand differentiation,insufficient brand maintenance,and the product ecosystem has not been established.Compared with peers such as Apple and Huawei,its brand influence is weak among consumers,although the shipment volume of mobile phones in China is high,however,there is still much room for improvement in the international market,and OPPO brand needs to further strengthen the relationship with consumers.Therefore,this paper gives the corresponding brand strategy from the three aspects of brand positioning,brand image and brand operation,and formulates the guarantee measures of brand strategy from the four aspects of organization,personnel,technology and capital to ensure the smooth implementation of the brand strategy of OPPO Guangdong Mobile Communication Co.,Ltd.,so as to help OPPO Guangdong Mobile Communication Co.,Ltd.further sublimate the brand value and obtain its own loyal brand followers and achieve long-term development.