一加手机的营销策略研究【摘要】近几年，国内手机品牌激烈竞争、不断发展，不仅在国内市场获得良好的成绩，更是在国际市场角逐赛中也屡创佳绩，如华为、小米、一加等品牌在国际市场份额的比例愈来愈高。而一加手机在一开始选择海外直销体系，拿出了如“病毒式营销”的市场方案，同时与全球领先的物流公司 DHL 签订物流协定，使优秀的产品在合理的时间送到国外消费者手中，为国外消费者提供了优良的物流和服务，营造了中高端手机的形象，打造了良好口碑，在美国市场大获成功，随后也在国际其他市场获得成功。一加手机虽然在海外市场大获成功，但在国内市场知名度还不够高，且市场瞬息万变，一加手机应及时调整营销策略，保持竞争力。本文将通过 SWOT 分析法和 STP 分析法对一加手机的营销环境进行分析，讨论适合一加手机的营销策略，提供参考。【关键词】一加手机；营销策略；SWOT 分析The Country of Research on marketing strategy of OnePlus mobile phone[Abstract] In recent years, through fierce competition and continuous development, domestic mobile phone brands have not only achieved good results in the domestic market, but also achieved good results in the international market competition for many times, such as Huawei, Xiaomi, OnePlus and other brands in the international market share is becoming increasingly high.And one plus phone choose overseas marketing system in the first place, take out the market plan, such as "viral marketing", at the same time with a leading global logistics company DHL logistics agreement, make best product in a reasonable time abroad to consumers' hands, for foreign customers with excellent logistics and services, create a high-end phones in the image, create a good public praise, a great success in the us market, and also in the international success in other markets.Despite the great success of OnePlus in the overseas market, its popularity in the domestic market is not high enough, and the market is changing rapidly. OneP...
