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论文通过对互联网时代下的经济大环境、国内外手机行业发展现状中的手机品牌竞争和市场竞争、OPPO手机的品牌定位和品牌文化等多方面进行分析,利用定性的研究方法,发现OPPO手机当前营销组合策略存在产品功能同质化、产品特色易于模仿、缺少高端定价、高价低配被人诟病、线下渠道多而杂、过于依赖人员推销等问题。基于此,提出了OPPO手机在互联网时代下的差异化营销策略:产品差异化营销、价格差异化营销;使其实施起来更具有可行性,还可以为其它手机品牌的营销策略提供借鉴。在互联网+背景下,国内外手机品牌必然会进行一轮激烈的竞争,OPPO手机要想在竞争中拔得头筹,就必须改变企业的差异化营销策略,最终通过营销策略获得消费者青睐、在竞争中赢得先机。
Through the analysis of the economic environment under the Internet era, the mobile phone brand competition and market competition in the domestic and international mobile phone industry, the brand positioning of the OPPO mobile phone and the brand culture, the dissertation uses the qualitative research method to find that the current OPPO mobile phone Marketing combination strategy exists homogeneity of product features, product characteristics easy to imitate, lack of high-end pricing, high prices with low being criticized, many and varied offline channels, over-reliance on staff marketing and other issues. Based on this, we propose a differentiated marketing strategy for OPPO handsets under the Internet age: product differentiation marketing and price differentiation marketing; make it more feasible to implement and also provide reference for other mobile phone brand marketing strategies. In the context of the Internet +, mobile phone brands both at home and abroad will inevitably undergo a fierce competition. If an OPPO mobile phone wants to take the lead in the competition, it must change the differentiated marketing strategy of the enterprise and eventually obtain the favor of consumers through the marketing strategy. Win the competition in the competition.