魅族手机市场营销策略研究

本科论文AbstractWith the rapid development of mobile Internet,people's life and mobile phone are inseparable.According to the latest data of the Ministry of industry and information technology,by the end of2019,the total number of mobile phone users in China has exceeded 1.5 billion,ranking first in theworld.In recent years,with the aggravation of "Matthew effect"in the domestic mobile phone market,Meizu,the earliest mobile phone manufacturer in China,has encountered unprecedented difficulties,which is a very typical example for small mobile phone brands with increasingly narrow livingspace.The failure of marketing strategy is one of the main reasons for its market share collapse.Therefore,the success of marketing strategy has become the key to their survival.This paper mainly analyzes and studies the marketing strategy of Meizu mobile phone.On thebasis of introducing the relevant theories of marketing,it analyzes the macro environment faced byMeizu mobile phone.Through PEST model and SWOT model analysis,it determines the currentmarketing situation of Meizu mobile phone,establishes the target market and market positioning ofMeizu mobile phone through STP,and finally analyzes the operation of Meizu mobile phoneMarketing strategy,combined with the full text of Meizu mobile phone put forward thecorresponding suggestions.I hope this paper can provide some suggestions and guidance for Meizumobile phone marketing and other aspects.If there are companies with similar marketing strategyproblems,I hope it can also play a reference role.Key words:Meizu mobile phone;marketing strategy;SWOT