Research On Optimization Of Domestic Smartphone Marketing Strategy Of L Company

The global outbreak of COVID-19 has had a serious impact on many domestic small and medium-sized export manufacturing companies,and many mobile phone companies that have long focused on foreign markets have suffered a heavy blow in their foreign marketing strategies.Meanwhile,because of the effective control of the epidemic,the domestic market economy has recovered its vitality quickly.Many mobile phone exporting enterprises have transferred the market direction to this market,and have formulated their own marketing strategy for the domestic market.This paper selects Shenzhen L company as the research object,which is a mediumsized mobile phone export manufacturing enterprise.Due to the impact of the epidemic,the company’s business in foreign markets has declined seriously,so the company has re formulated its marketing strategy for the domestic market.This paper first introduces the research background and purpose,and uses the literature research method to summarize the relevant research literature at domestic and foreign,then expounds and discusses the STP and 4P’s marketing theories,and at the same time analyzes PEST,Porter’s five forces model and SWOT analysis tools.A brief introduction is given,which lays a theoretical foundation for subsequent research.Secondly,using pest,Porter’s five forces model and SWOT,combined with the development status of domestic mobile phone industry,this paper analyzes the domestic marketing environment and competitive environment faced by L company from the macro,meso and micro perspectives,and finally uses SWOT matrix to suggest that enterprises grasp the current market opportunities,give full play to their advantages and actively deal with the threat of external environment.Through the analysis of the domestic marketing status of L company,it is found that the company has some problems,such as outdated products,insufficient understanding of market demand,unclear product pricing objectives,no stratification,no online sales promotion channels and single promotion methods.Finally,based on STP and 4P’s theory,this paper puts forward optimization suggestions for L company’s domestic marketing strategy,and suggests that the company should take effective measures such as reshaping corporate culture,adjusting organizational structure and strengthening human resource management to ensure the smooth implementation of the company’s domestic marketing strategy.Finally,in view of the potential risks of the company’s smartphone domestic marketing strategy,it is suggested that enterprises should take precautions,adjust their strategies in time,and make preparations in many aspects to deal with the fiercer market competition in the future.