Research On Promotion Strategy Of Vivo Mobile Phone Changchun Market

With the rapid development of the economy,the Internet is used more frequently in people’s daily life.As the main carrier of the Internet,smart phones have become a necessity in most people’s lives.At present,the domestic mobile phone market is in the trend of oligopoly,and most of the market share is divided among several major mobile phone brands,and the competition among major mobile phone brands is gradually heating up.The research object of this paper is Vivo Mobile Changchun Branch,which is the agency company of Vivo Mobile Communications Co.,Ltd.in Changchun.It is mainly responsible for the marketing of vivo mobile phones in Changchun.However,in the "4P" theory of marketing,strategies such as product,price,and channel cannot be determined by each mobile phone agent.If you want to gain a higher market share,vivo mobile phone Changchun Branch needs to conduct in-depth research on promotional strategies.The research on the promotion strategy of vivo mobile phone Changchun Branch is based on the theory of promotion mix.Firstly,it briefly introduces the basic situation of vivo mobile phone Changchun branch and the promotion environment of Changchun mobile phone market.Through the questionnaire survey,it understands the basic situation of the promotion strategy of vivo mobile phone Changchun branch.In-depth analysis has been carried out on five aspects including personnel sales,sales promotion,public relations,direct reply and digital marketing;secondly,in order to ensure more targeted optimization of promotional strategies,this paper analyzes the market segmentation and market positioning of vivo mobile phones in Changchun based on STP marketing theory Carried out an analysis;finally,this paper puts forward corresponding optimization suggestions from the five parts of the promotion mix theory,and in order to ensure the smooth progress of promotion strategy optimization,this paper also optimizes the organizational system,perfects the personnel training and recruitment system,and trains employees Innovation awareness,strengthening corporate culture construction and other four aspects put forward the guarantee measures of promotion strategy,and also provide reference for the promotion optimization strategy of other sales agency companies.