In response to the current mobile marketing market, mobile phone companies will formulate marketing strategies in order to further complete market goals. The following information on mobile marketing mix strategies is available for reference.
1. The company's market goals Mobile phone companies in order to achieve the company's market goals, will generally use the introduction of new mobile phones. Different market goals have different new mobile phones to achieve, different types of new mobile phones with different corporate goals.
(1) Promote the corporate image and reflect the market goal of the enterprise's strength If a company wants to be bigger and stronger, it is impossible to have a good image. A good image makes people feel trustworthy. Embodying strong strength is also an advantageous means for consumers to rest assured.
High-end technology, new and practical functions, and cutting-edge technology have made a new machine with infinite charm, and it has also given enterprises a strong leading position.
(2) The goal of a fast-track profit-making business is to make profits, but there are only direct and indirect differences. In order to obtain profits, the company will launch some mobile phones with strong fashion, and the appearance, function and other aspects have a strong fashion. They are mainly aimed at white-collar workers and some young and buying fashionistas.
(3) The goal of occupying the market Occupying the market is one of the fundamental goals of the company. There is no market where the business survives. The vast market share can increase the output and sales of the company, and the large output can bring economies of scale to the company. And large sales can effectively beat opponents, because the market is certain, you eat more, others can only eat less.
2. The product positioning of the new mobile phone has different corporate goals for different products. Different new product positioning can formulate corresponding marketing mix strategies to promote sales.
(1) High, new and sharp new mobile phones This new mobile phone company is used to enhance the image and strength, and can bring considerable profits to the company. Its goal is to be a successful social person who has money, status, and needs for high, new and sharp mobile phones, such as business people. The mobile phone “big brother†that first appeared in the Chinese market was first used for business contacts. Of course, it does not rule out that they are trying to show their strength. Someone else has shown our strength with our things. Is “Big Brother Big†itself not the greatest strength? This is also the embryonic form of another important role of mobile phones - fashion goods.
(2) The super-fashionable new mobile phone The competition state of the mobile phone market in recent years is the best description of the mobile phone as a fashion product. All kinds of new phones, whether it is appearance, function, or even accessories are full of fashion atmosphere.
This new machine is the flagship product of mobile phone companies. Their target groups are white-collar workers, young people with economic strength, and large numbers of people with fashion preferences, such as stars, young people, and white-collar workers. They have a larger number of people and higher income, and the profit space is considerable. This new machine requires ubiquitous fashion and can grasp the popular direction.
(3) New low-cost and high-quality mobile phones As the price of mobile phones continues to decline, ordinary people have become a powerful force in the mobile phone market. To meet their requirements, the company is not just for profit, but to ensure the brand's effect, establish a good corporate image; expand market share and form economies of scale.
This phone requires practical features and is inexpensive. Do not need too many flashy things, the most important thing is practicality.
3. High, new, sharp new mobile phone marketing mix strategy (1) product mobile phone companies must always pay attention to the mobile phone market trends. Mobile phone products are high-tech products. Each major technological advancement is a reshuffle of the mobile phone market, which means that technology is a decisive factor for the product. It is precisely because the mobile phone technology is undergoing constant change and innovation, and it needs to be developed on mobile phones. Great input.
The market share of color screen mobile phones in 20xx increased significantly. By the end of the year, color screen mobile phones accounted for about 80% of the entire mobile phone market. At the same time, camera functions have become one of the essential functions of mobile phones. The market share of color-screen camera phones in 20xx also increased significantly. Therefore, domestic mobile phone companies should increase their investment in R&D of color-screen camera phones and reduce the technological gap with foreign brands.
(2) High-priced features, technologies, no competitors, and new mobile phones that are in a leading position in the market, generally adopt high-price rouge pricing strategies. Because the target is high-income successful people, they have lower price elasticity, so they generally adopt high-price strategies. Once other companies have mastered the same technology, this phone will lose its value, so it must be expensive as soon as possible.
The large part of the profits of mobile phone manufacturers come from this piece, which is why the competition for domestic mobile phones has been at a disadvantage, because the technology of domestic mobile phones can't compare with foreign mobile phones. In addition, high-priced and high-performance products can also enhance the company's high-quality image.
(3) Channels can be sold through the company's regular channels, but this product is a time-limited period, so it should be listed as soon as possible for consumers; this kind of mobile phone is also one of the main sources of corporate profits, and channels should be minimized. Length, reduce the loss of profits. Stores are generally sold in stores or directly to terminal retail stores.
(4) Promoting to do some artistic advertising, giving a sense of beauty, because the target population is more literate and cultural crowd. They will disregard admiring advertising.
In this kind of product that embodies corporate image, we must pay more attention to the image of the enterprise itself. Public relations is an important marketing tool. It is a powerful means to promote and present corporate image.
I. Build awareness. Corporate publicity will spread as the news media spreads. If corporate publicity really has news value, all news media are rushing to report on it, and the effect is much better than advertising. Through media articles or introductions, domestic mobile phone companies can attract public attention to products and services, which is very important for brand awareness of mobile phone companies.
II. establish trust. Since public propaganda is written from the perspective of third parties, reporting in the news media reflects the interests and opinions of the outside public. Consumers often think that it is an objective and real point of view. It is more reliable for the audience than advertising. More credible. Therefore, through public relations marketing, the public can trust the brands and products of domestic mobile phone companies and increase brand loyalty.
4. The marketing mix strategy of super fashionable new mobile phones (1) The appearance of the new mobile phones of products has occupied an increasingly important position in the consideration of consumers' choice of purchase. A successful mobile phone design can not only increase the sales volume of mobile phone products, but also increase the popularity of mobile phone brands. It is beneficial to the continued development of mobile phone manufacturers, such as Nokia's compact and lightweight, Samsung's brilliant and beautiful, Motorola V998. Light and luxurious folding type. Therefore, domestic mobile phone companies must pay attention to the design of the product.
In the past, the competition of mobile phones was not very fierce, and there were few choices of users. Therefore, one or two successful mobile phones can occupy a large market share for a long time. Motorola's V998 and Nokia's 8210 are typical examples. However, in the case of fierce competition in the mobile phone market and the rapid update of mobile phone models, a mobile phone model will quickly become bored by users, and the price of the mobile phone will drop extremely quickly in the process of entering and exiting the market if it does not introduce new ones. Products will not guarantee the profitability of mobile phone sales. Therefore, for mobile phone companies, only by increasing the frequency of launch of new products can they maintain market share and mobile phone profitability.
(2) Price Although this mobile phone is not technically comparable to a cutting-edge mobile phone, it has unique features in terms of fashion sense. Therefore, it is like a cutting-edge mobile phone. It is a commodity that can be used as an exotic commodity, and it is also necessary to adopt a high-price rouge strategy and try to quickly obtain it. Back to cost, get a lot of profit.
(3) The sales channels of channel-style mobile phones are similar to those of high, new, and sharp new mobile phones because they have strong timeliness. After a certain period of time, they will lose value greatly, so they should be used in comparison. Short sales channels. It can be directly distributed to retail outlets, and it can also access large-scale electrical retail stores such as Gome and Fair Trade. Because the sales of fashion-type mobile phones are relatively large, the more channels, the more consumers can have access to mobile phones.
Fashion-type mobile phones also have an important channel - online sales. Although various aspects of online sales are still not perfect, today's network technology is widely popularized. Fashionistas are typical worms and the network is indispensable to them. Nowadays, white-collar workers and young people are also in a very tight time. Online sales can reduce the purchase time for them. Online sales can also save channel time, so that new mobile phones can reach consumers at the first time. This is critical for consumers and businesses and is willing to accept them.
(4) Promotional advertising is the most commonly used and most effective promotion method for mobile phone companies to launch new mobile phones. TV advertisements can promote the selling point of new mobile phones most directly and quickly, and enhance brand awareness. Newspapers and magazine advertisements must provide in-depth coverage of the unique aspects of products and services, interests, and the company’s core concepts, strengths, and unique claims. Outdoor advertising aims to spread the company's image and increase its popularity.
Advertising celebrity advertising on brands and products is an effective advertising communication strategy. As a fashion product, mobile phones are perfect for advertising with fashionable stars. The TCL advertisements made by Korea's first beauty Kim Hee Sun and famous director Zhang Yimou made TCL's new mobile phones sensational and made the entire TCL brand a leading brand in China's mobile phone industry. The singer Li Yong’s “Fighter in Mobile Phones†Jean Bird The cell phone was famous; Super Girl Li Yuchun's “Axiax’s straightforward cell phone†with her outspoken personality in line with Amoi’s outspoken style and so on were all successful examples of celebrity ads on new phones.
5. The combination of cheap and new mobile phone marketing strategy (1) The new mobile phone market is not necessarily the highest technology, the best mobile phone. For the coverage of product lines, it is sometimes necessary to introduce new mobile phones with appropriate functions and low prices. This kind of new machine requires practical functions, not too many fancy things, and the price is cheap. Not fashionable does not matter, the key is practical and cheap.
(2) The new mobile phones with price functionalities and practical appearance will generally occupy and expand the market with lower prices, reflecting the popularity of the brand, indicating that the company is for the sake of consumers, and is always committed to launching products that are cheap and attractive. For the majority of consumers. Most people use mobile phones are actually the best advertisements for companies.
(3) Channel household appliance retail giants such as Gome, Suning, Sanlian, Yongle, and professional mobile phone chain stores such as Dixon, Zhongyu, Zhongfu, these newly emerging large-scale retail terminals have a wide coverage, large volume, flexible operation, and more direct In the face of end-users, especially the price strategy is very flexible, is the ideal sales channel for such new mobile phones with low prices and high prices.
The products of first-class agents and agents, such as China Post Technology and Tianyin, are familiar with the field of telecommunications and have relatively mature market agency experience. They are often agents of multiple brands and can be said to be one of the mobile phone sales. The main force. There are also traditional IT distributors. Such agents often have strong channel sales capabilities across the country and have formed a systematic channel system, such as Digital China and Ingram Micro. These are good sales channels for cheap and new-style mobile phones.
This kind of mobile phone can also be used for online sales, because it is cheap, the risk of online sales is relatively small, consumers can easily sit at home to buy, and have a wide choice of space.
(4) Promotions These types of mobile phones are generally promoted using the method of selling people.
Personnel marketing is the promotion of the company's salespeople to confirm, activate and meet customer needs, and promote customers to understand and favor the company's products and services in order to implement the purchase, to achieve long-term mutual benefit of buyers and sellers of a promotional approach.
Personnel marketing is a traditional sales method, and it is also an important promotion method used by mobile phone companies for the listing of new mobile phones. Due to the special nature of the communication products, the mobile phone functions have been increasing, and the operators' new services have been introduced. The sales personnel are required to have a good understanding of the business knowledge. At the same time, the focus of marketing should be different for different target markets. For students, we can focus on short message, mobile Internet features, etc. For business people, we can focus on mobile banking and other functions.
Advertising promotions are generally carried out in the corporate image of the overall promotion, generally do not do a special advertising for this type of new mobile phone.
Sales promotion is the most powerful promotion for this type of new mobile phone.
Sales promotion is a short-term stimulus for companies to respond quickly to target products. In the increasingly fierce market competition, the growth rate of sales promotion expenditure expenses has surpassed advertising, and has been increasingly valued by companies.
I. For consumer promotions. You can use tailor-made promotions around the characteristics of your target group, and then respond to them on your gifts. You can also engage consumers in the entire promotion, emphasizing brand-to-consumer communication and product affinity, and consumers. The high degree of recognition, such as allowing consumers to call for free on the scene, photographing, etc.; some of the use of cultural works, such as buying a mobile phone to give movie tickets, body painting and other forms of promotional activities, etc., to increase the cultural activities of promotional activities, greatly reducing Commercial atmosphere.
II. Dealer's promotions. A purchase discount may be taken, that is, a certain amount of discount may be given to the middleman within a specified period of time; at the same time, a dealer meeting may be held to give intermediary advertisements and merchandise display support.
1. The company's market goals Mobile phone companies in order to achieve the company's market goals, will generally use the introduction of new mobile phones. Different market goals have different new mobile phones to achieve, different types of new mobile phones with different corporate goals.
(1) Promote the corporate image and reflect the market goal of the enterprise's strength If a company wants to be bigger and stronger, it is impossible to have a good image. A good image makes people feel trustworthy. Embodying strong strength is also an advantageous means for consumers to rest assured.
High-end technology, new and practical functions, and cutting-edge technology have made a new machine with infinite charm, and it has also given enterprises a strong leading position.
(2) The goal of a fast-track profit-making business is to make profits, but there are only direct and indirect differences. In order to obtain profits, the company will launch some mobile phones with strong fashion, and the appearance, function and other aspects have a strong fashion. They are mainly aimed at white-collar workers and some young and buying fashionistas.
(3) The goal of occupying the market Occupying the market is one of the fundamental goals of the company. There is no market where the business survives. The vast market share can increase the output and sales of the company, and the large output can bring economies of scale to the company. And large sales can effectively beat opponents, because the market is certain, you eat more, others can only eat less.
2. The product positioning of the new mobile phone has different corporate goals for different products. Different new product positioning can formulate corresponding marketing mix strategies to promote sales.
(1) High, new and sharp new mobile phones This new mobile phone company is used to enhance the image and strength, and can bring considerable profits to the company. Its goal is to be a successful social person who has money, status, and needs for high, new and sharp mobile phones, such as business people. The mobile phone “big brother†that first appeared in the Chinese market was first used for business contacts. Of course, it does not rule out that they are trying to show their strength. Someone else has shown our strength with our things. Is “Big Brother Big†itself not the greatest strength? This is also the embryonic form of another important role of mobile phones - fashion goods.
(2) The super-fashionable new mobile phone The competition state of the mobile phone market in recent years is the best description of the mobile phone as a fashion product. All kinds of new phones, whether it is appearance, function, or even accessories are full of fashion atmosphere.
This new machine is the flagship product of mobile phone companies. Their target groups are white-collar workers, young people with economic strength, and large numbers of people with fashion preferences, such as stars, young people, and white-collar workers. They have a larger number of people and higher income, and the profit space is considerable. This new machine requires ubiquitous fashion and can grasp the popular direction.
(3) New low-cost and high-quality mobile phones As the price of mobile phones continues to decline, ordinary people have become a powerful force in the mobile phone market. To meet their requirements, the company is not just for profit, but to ensure the brand's effect, establish a good corporate image; expand market share and form economies of scale.
This phone requires practical features and is inexpensive. Do not need too many flashy things, the most important thing is practicality.
3. High, new, sharp new mobile phone marketing mix strategy (1) product mobile phone companies must always pay attention to the mobile phone market trends. Mobile phone products are high-tech products. Each major technological advancement is a reshuffle of the mobile phone market, which means that technology is a decisive factor for the product. It is precisely because the mobile phone technology is undergoing constant change and innovation, and it needs to be developed on mobile phones. Great input.
The market share of color screen mobile phones in 20xx increased significantly. By the end of the year, color screen mobile phones accounted for about 80% of the entire mobile phone market. At the same time, camera functions have become one of the essential functions of mobile phones. The market share of color-screen camera phones in 20xx also increased significantly. Therefore, domestic mobile phone companies should increase their investment in R&D of color-screen camera phones and reduce the technological gap with foreign brands.
(2) High-priced features, technologies, no competitors, and new mobile phones that are in a leading position in the market, generally adopt high-price rouge pricing strategies. Because the target is high-income successful people, they have lower price elasticity, so they generally adopt high-price strategies. Once other companies have mastered the same technology, this phone will lose its value, so it must be expensive as soon as possible.
The large part of the profits of mobile phone manufacturers come from this piece, which is why the competition for domestic mobile phones has been at a disadvantage, because the technology of domestic mobile phones can't compare with foreign mobile phones. In addition, high-priced and high-performance products can also enhance the company's high-quality image.
(3) Channels can be sold through the company's regular channels, but this product is a time-limited period, so it should be listed as soon as possible for consumers; this kind of mobile phone is also one of the main sources of corporate profits, and channels should be minimized. Length, reduce the loss of profits. Stores are generally sold in stores or directly to terminal retail stores.
(4) Promoting to do some artistic advertising, giving a sense of beauty, because the target population is more literate and cultural crowd. They will disregard admiring advertising.
In this kind of product that embodies corporate image, we must pay more attention to the image of the enterprise itself. Public relations is an important marketing tool. It is a powerful means to promote and present corporate image.
I. Build awareness. Corporate publicity will spread as the news media spreads. If corporate publicity really has news value, all news media are rushing to report on it, and the effect is much better than advertising. Through media articles or introductions, domestic mobile phone companies can attract public attention to products and services, which is very important for brand awareness of mobile phone companies.
II. establish trust. Since public propaganda is written from the perspective of third parties, reporting in the news media reflects the interests and opinions of the outside public. Consumers often think that it is an objective and real point of view. It is more reliable for the audience than advertising. More credible. Therefore, through public relations marketing, the public can trust the brands and products of domestic mobile phone companies and increase brand loyalty.
4. The marketing mix strategy of super fashionable new mobile phones (1) The appearance of the new mobile phones of products has occupied an increasingly important position in the consideration of consumers' choice of purchase. A successful mobile phone design can not only increase the sales volume of mobile phone products, but also increase the popularity of mobile phone brands. It is beneficial to the continued development of mobile phone manufacturers, such as Nokia's compact and lightweight, Samsung's brilliant and beautiful, Motorola V998. Light and luxurious folding type. Therefore, domestic mobile phone companies must pay attention to the design of the product.
In the past, the competition of mobile phones was not very fierce, and there were few choices of users. Therefore, one or two successful mobile phones can occupy a large market share for a long time. Motorola's V998 and Nokia's 8210 are typical examples. However, in the case of fierce competition in the mobile phone market and the rapid update of mobile phone models, a mobile phone model will quickly become bored by users, and the price of the mobile phone will drop extremely quickly in the process of entering and exiting the market if it does not introduce new ones. Products will not guarantee the profitability of mobile phone sales. Therefore, for mobile phone companies, only by increasing the frequency of launch of new products can they maintain market share and mobile phone profitability.
(2) Price Although this mobile phone is not technically comparable to a cutting-edge mobile phone, it has unique features in terms of fashion sense. Therefore, it is like a cutting-edge mobile phone. It is a commodity that can be used as an exotic commodity, and it is also necessary to adopt a high-price rouge strategy and try to quickly obtain it. Back to cost, get a lot of profit.
(3) The sales channels of channel-style mobile phones are similar to those of high, new, and sharp new mobile phones because they have strong timeliness. After a certain period of time, they will lose value greatly, so they should be used in comparison. Short sales channels. It can be directly distributed to retail outlets, and it can also access large-scale electrical retail stores such as Gome and Fair Trade. Because the sales of fashion-type mobile phones are relatively large, the more channels, the more consumers can have access to mobile phones.
Fashion-type mobile phones also have an important channel - online sales. Although various aspects of online sales are still not perfect, today's network technology is widely popularized. Fashionistas are typical worms and the network is indispensable to them. Nowadays, white-collar workers and young people are also in a very tight time. Online sales can reduce the purchase time for them. Online sales can also save channel time, so that new mobile phones can reach consumers at the first time. This is critical for consumers and businesses and is willing to accept them.
(4) Promotional advertising is the most commonly used and most effective promotion method for mobile phone companies to launch new mobile phones. TV advertisements can promote the selling point of new mobile phones most directly and quickly, and enhance brand awareness. Newspapers and magazine advertisements must provide in-depth coverage of the unique aspects of products and services, interests, and the company’s core concepts, strengths, and unique claims. Outdoor advertising aims to spread the company's image and increase its popularity.
Advertising celebrity advertising on brands and products is an effective advertising communication strategy. As a fashion product, mobile phones are perfect for advertising with fashionable stars. The TCL advertisements made by Korea's first beauty Kim Hee Sun and famous director Zhang Yimou made TCL's new mobile phones sensational and made the entire TCL brand a leading brand in China's mobile phone industry. The singer Li Yong’s “Fighter in Mobile Phones†Jean Bird The cell phone was famous; Super Girl Li Yuchun's “Axiax’s straightforward cell phone†with her outspoken personality in line with Amoi’s outspoken style and so on were all successful examples of celebrity ads on new phones.
5. The combination of cheap and new mobile phone marketing strategy (1) The new mobile phone market is not necessarily the highest technology, the best mobile phone. For the coverage of product lines, it is sometimes necessary to introduce new mobile phones with appropriate functions and low prices. This kind of new machine requires practical functions, not too many fancy things, and the price is cheap. Not fashionable does not matter, the key is practical and cheap.
(2) The new mobile phones with price functionalities and practical appearance will generally occupy and expand the market with lower prices, reflecting the popularity of the brand, indicating that the company is for the sake of consumers, and is always committed to launching products that are cheap and attractive. For the majority of consumers. Most people use mobile phones are actually the best advertisements for companies.
(3) Channel household appliance retail giants such as Gome, Suning, Sanlian, Yongle, and professional mobile phone chain stores such as Dixon, Zhongyu, Zhongfu, these newly emerging large-scale retail terminals have a wide coverage, large volume, flexible operation, and more direct In the face of end-users, especially the price strategy is very flexible, is the ideal sales channel for such new mobile phones with low prices and high prices.
The products of first-class agents and agents, such as China Post Technology and Tianyin, are familiar with the field of telecommunications and have relatively mature market agency experience. They are often agents of multiple brands and can be said to be one of the mobile phone sales. The main force. There are also traditional IT distributors. Such agents often have strong channel sales capabilities across the country and have formed a systematic channel system, such as Digital China and Ingram Micro. These are good sales channels for cheap and new-style mobile phones.
This kind of mobile phone can also be used for online sales, because it is cheap, the risk of online sales is relatively small, consumers can easily sit at home to buy, and have a wide choice of space.
(4) Promotions These types of mobile phones are generally promoted using the method of selling people.
Personnel marketing is the promotion of the company's salespeople to confirm, activate and meet customer needs, and promote customers to understand and favor the company's products and services in order to implement the purchase, to achieve long-term mutual benefit of buyers and sellers of a promotional approach.
Personnel marketing is a traditional sales method, and it is also an important promotion method used by mobile phone companies for the listing of new mobile phones. Due to the special nature of the communication products, the mobile phone functions have been increasing, and the operators' new services have been introduced. The sales personnel are required to have a good understanding of the business knowledge. At the same time, the focus of marketing should be different for different target markets. For students, we can focus on short message, mobile Internet features, etc. For business people, we can focus on mobile banking and other functions.
Advertising promotions are generally carried out in the corporate image of the overall promotion, generally do not do a special advertising for this type of new mobile phone.
Sales promotion is the most powerful promotion for this type of new mobile phone.
Sales promotion is a short-term stimulus for companies to respond quickly to target products. In the increasingly fierce market competition, the growth rate of sales promotion expenditure expenses has surpassed advertising, and has been increasingly valued by companies.
I. For consumer promotions. You can use tailor-made promotions around the characteristics of your target group, and then respond to them on your gifts. You can also engage consumers in the entire promotion, emphasizing brand-to-consumer communication and product affinity, and consumers. The high degree of recognition, such as allowing consumers to call for free on the scene, photographing, etc.; some of the use of cultural works, such as buying a mobile phone to give movie tickets, body painting and other forms of promotional activities, etc., to increase the cultural activities of promotional activities, greatly reducing Commercial atmosphere.
II. Dealer's promotions. A purchase discount may be taken, that is, a certain amount of discount may be given to the middleman within a specified period of time; at the same time, a dealer meeting may be held to give intermediary advertisements and merchandise display support.
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