“碎片化”背景下提升国产智能手机品牌价值研究

Improving the Value of Domestic Smart Mobile-phone Brand under the Background of Fragmentation

通过解析信息时代"碎片化"的现状,对比分析国内外智能手机品牌,具体针对国产智能手机品牌现状及其存在的问题展开深度研究。在此基础上,提出国产智能手机品牌在"碎片化"背景下,运用差异化定位策略、体验互动营销策略以及线上线下整合营销传播策略,实现品牌的全面深度传播。最后总结了提高国产智能手机品牌竞争力和品牌价值的三种方式:优化产品、创新技术,为品牌注入更多内涵以及加强品牌管理体系建设。

Based on the analysis of the fragmentation state in information time and the comparison of do- mestic and foreign smart mobilephone brands, a deep study was conducted around the status and problems of domestic smart mobilephone brands. Therefore, it was put forward that under the background of fragmentation it is necessary for domestic smart mobilephone brands to use the locating strategy of differentiation, and to experience interactive marketing strategy and online and offline integration marketing communication strategy in order to realize the complete depth communication of brands. Finally, three methods to improve the competitiveness and value of domestic smart mobilephone brands were concluded, which were optimizing products, innovating technology,and enriching the connotation of brands and strengthening the construction of brand management system.