Research On Lenovo Mobile Phone Marketing Strategy Under The Background Of 5G Era

With the continuous progress of the development of science and technology,especially the rapid development of 5G technology,the market competition in the 5G mobile phone industry has been further intensified.China is the forerunner of the global 5G industry,as major mobile phone brands begin to accelerate the layout of the 5G market,the smart phone industry is on the cusp of the storm,mobile phone manufacturers’ terminal sales channels and online and offline marketing service channels have occupied the main core,will directly affect the future sales profits of mobile phone manufacturing enterprises.In addition,to a certain extent,it will also affect the brand awareness of mobile phones and the quality of mobile phone services.In this context,some brands of smartphones have not made full use of their own advantages to occupy market share.In this regard,how to get widely recognized in this increasingly competitive Chinese mobile terminal market as soon as possible,and occupy a certain market share,it is necessary to establish industry barriers as soon as possible will be a problem that every mobile phone terminal manufacturer in China needs to solve.Based on the relevant theories of marketing,this paper analyzes the actual situation of Lenovo mobile phone company,analyzes the internal and external environment it faces,conducts research on Lenovo mobile phone company based on marketing theory.Through the PEST data analysis of American Lenovo’s mobile phone company,the overall macroenvironment of American Lenovo’s mobile phone market is understood,meanwhile,the microeconomic environment of American Lenovo’s mobile phone is deeply studied,and the marketing strategy of American Lenovo’s mobile phone products is analyzed from four main aspects:Lenovo’s product strategy,pricing strategy,place strategy and promotion strategy,combining with the main characteristics of SWOT market analysis method of American Lenovo.It has certain reform value and practical value.In view of this,this paper analyzes the following conclusions based on the business status of Lenovo mobile phones and its own problems.The main problems include the narrow scope of brand cooperation,insufficient 5G product models,large price tolerance for mobile phone configuration,and insufficient segmentation of crowd prices;imperfect marketing channels,insufficient combination of online marketing channel promotion and new media,insufficient coordination of online and offline marketing channels;lack of experiential marketing,and slow response of the company with customers.According to this,the corresponding countermeasures are proposed: in terms of product strategy,Lenovo mobile phones should enrich the number of high-end products,continue to innovate based on user needs,focus on developing potential brand cooperation scope,and enrich 5G models.In the pricing strategy,the price is adjusted for the whole life cycle of mobile phone products,and the price is adjusted for different user groups.In terms of place strategy,strengthen new media marketing and improve the coordination of online and offline channel marketing.The promotion strategy focuses on using 5G technology to promote experience marketing,increase 5G network promotion,combine Lenovo’s own brand with Lenovo mobile phone brand,and use its own brand’s domestic popularity and channel resources to make Lenovo mobile phones enter the domestic smartphone market faster.Judging from the current situation and characteristics of the development of Lenovo mobile phone companies,only by innovating in marketing strategy and marketing channel models can we improve our core competitiveness.