Research On Marketing Strategy Of Baidu Smart Speaker Under AISAS Model

China’s smart speaker industry has experienced a period of chaos,the major brands crazy crowded in,and then gradually "fever",Baidu smart speaker with strong AI technology and capital strength,in many new brands stand out,together with Xiaomi,Alibaba,accounted for more than 90% of the market share.Baidu smart speaker marketing rapid effect is significant,a short time to open the visibility,but in recent years the speed of development has slowed down,low subsidy strategy is not a longterm solution,Baidu smart speaker next marketing road how to go is worth thinking about.This article to Baidu speakers as the research object,the first level is to analyze the marketing environment and the status quo,first by using 4 p marketing theory summary on Baidu speakers existing marketing strategy,and then using porter five model analysis on Baidu speaker industry environment,lists the main competitors at present,and advantages and disadvantages of comparison analysis.The second level is combined with intelligent speakers of consumer behavior questionnaire survey,summed up the significant behavior characteristics,through the data mining and analysis found that smart speaker consumers "search" and "share",in a wide range of consumer behavior model,put forward with Dentsu company AISAS model features highly match,so this article chooses the model as the theoretical basis,From a new perspective,carry out research on the marketing of Baidu smart speakers,build new marketing strategies around the five links of Attention,Interest,Search and purchase Action and interactive Share proposed by the model.In the Internet era of rapid development,information search tools are convenient for consumers to have unprecedented ’right to know and voice,sometimes even decided directly by viral word of mouth "life and death" of the product,marketing on the one hand,to consider the age and the technical environment,on the other hand to consumers as the center,satisfy the consumer anticipation,for the era of smart home Truly reflect the intelligent speaker to improve the quality of people’s life.This paper,based on AISAS model,takes consumer behavior changes as the main line and advances step by step,proposes a new way to construct Baidu’s smart speaker marketing strategy,refines the strategy to the maximum extent,formulates feasible implementation steps,and also provides some references for the development of smart speaker industry.With the continuous progress of artificial intelligence technology and the rise of the concept of meta-universe,the application scenarios of smart speakers in the future are more diverse and even subvert the existing imagination.