I Vivo 手机产品营销策略研究内 容 摘 要如今的科技正迅速发展，智能手机也成为人们日常生活中必不可少的一部分，vivo 品牌自成立以来也获得不少荣誉和口碑，然而，在我国智能手机市场逐渐趋向饱和状态的情况下，使得 vivo 手机与其他品牌手机的市场竞争日益激烈，加上 5G 手机时代的到来，这给 vivo 手机产品的营销策略提出了更高的要求。本文在结合市场营销相关知识与收集到的资料基础上，运用 PEST 分析法和SWOT 模型对 vivo 手机产品目前所处的市场竞争环境进行分析，并运用波特五力模型对 vivo 手机产品面临的威胁做进一步的分析研究，最后结合 4P 营销策略对 vivo 手机产品现行的产品、价格、渠道、促销策略提出优化建议。关键词：vivo；智能手机；SWOT 分析；4P 营销策略IIResearch on marketing strategy of Vivo mobile phone productsAbstractWith the rapid development of technology and smartphones becoming an integral part of people's daily lives, Vivo brand has received many honors and praise since its establishment. However, with the gradual saturation of the smartphone market in China, the competition between Vivo phones and other brands is becoming increasingly fierce, coupled with the advent of the 5G mobile phone era, this puts higher demands on the marketing strategy of Vivo's mobile phone products. Based on the marketing knowledge and the data collected, this paper analyzes the current market competition environment of Vivo mobile phone products by PEST analysis and SWOT model, based on the analysis of the threat to Vivo mobile phone products by using porter's five-force model, the optimization suggestions of current product, price, channel and promotion strategy of Vivo mobile phone products are put forward combining with 4P marketing strategy.Key words: Vivo; smart phone; Swot Analysis; 4P marketing strategyIII 目 录内 容 摘 要..........................................IIAbstract.............................................
