新冠疫情下成功的智能手机营销策略探讨

Discussion on Successful Smartphone Marketing Strategies under the COVID-19 Epidemic

2020年新冠疫情全球性大爆发导致许多公司亏损甚至破产。在这次疫情带来的未知黑洞中,企业尽早摸索出合适可行的营销策略是当务之急。本文以LG、中兴、华为和小米公司为研究分析对象,基于4Ps理论分析和探讨疫情期间可以帮助企业成功实现智能手机产品和促销策略的目标。研究表明,智能手机公司在疫情期间专注于多个细分市场,尤其是年轻消费者群体的产品定位策略是可行的;以5G技术为核心的智能手机产品策略也是一个可以帮助公司提高市场占有率的有效手段;专注于线上促销会比其他的促销方式效果更佳;企业社会责任(CSR)与促销策略的融合也是一个独特且有效的营销策略。另外,在海外市场的促销活动中,公司需要招聘更多优秀的本地化员工来帮助公司克服疫情带来的困难。

Many companies were facing losses or even going bankrupt because of the global outbreak of the COVID-19 pandemic in 2020.In the unknown black hole brought about by the pandemic,it is imperative for the companies to fi gure out appropriate and feasible marketing strategies.This paper will take LG,ZTE,Huawei and Xiaomi companies as the comparative analysis objects.Based on the 4Ps Theory,this paper analyzes and explores smartphone product and promotion strategies that may help companies to successfully achieve their goals during the pandemic.The study fi ndings show that the smartphone product positioning strategy focusing on multiple market segments,especially young consumer groups,may be feasible during the pandemic;the smartphone product strategy with 5G technology as the core may also be an effective means to help the companies increase its market share;focusing on online promotion may be more effective than other promotion methods;the integration of Corporate Social Responsibility(CSR)and promotion strategy may also be an unique and effective marketing strategy.Moreover,in terms of the promotion activities,the companies may need to recruit more outstanding localized employees to help them overcome the diffi culties caused by the pandemic in overseas markets.