5G商用时间预计比原计划时间提前，2019年会在中国国内进行5G试 商用，2020年正式商用。通信技术的变革会带来手机产品的新一轮的更新 换代，消费者想要使用5G网络带来的便利，则必须更换5G手机。vivo手 机近年来通过多渠道广告宣传提升品牌知名度，并通过销售渠道下沉，走 进广大乡镇农村市场布局销售网点并做出了一番成绩。 vivo手机通过精准的市场细分、确定目标市场和自身的市场定位获得 了巨大的成果。笔者选取vivo手机全国代理体系中业绩排名前列并具有代 表性的广西总代理，结合目前智能手机的现状与未来发展趋势，对该企业 市场营销策略和渠道拓展方式进行深入调查研究。在5G重要技术变革期间， 分析市场营销策略对手机厂商抢占市场份额的重要作用,希望能为其他国 产手机厂商的营销活动提供一定的参考。 本文先以国内外研究现状与相关市场营销理论阐述vivo手机广西市场 营销现状及问题。再运用相关分析工具对vivo手机广西市场营销环境进行 分析，使用PEST对宏观环境进行分析，使用SWOT分析vivo手机优势、劣 势、威胁、机会等方面，通过购买者行为、竞争者与营销中介等方面对研 究对象所处微观环境进行分析。再次运用STP策略对市场进行分类,明确市 场选择与市场定位，运用4P结合4C理论结合提出vivo手机广西市场营销 策略建议。最后通过以上分析给出优化组织体系，加强企业文化打造，完 善人才招聘、培养、挽留制度，鼓励下级代理商内部创新，建立科学的客 II 户管理体系，树立危机意识等六点vivo手机营销策略的实施保障。 关键词：智能手机vivo手机广西市场营销策略 III STUDYONMARKTINGSTRATEGYOFVIVO MOBLEPHONEINGUANGXI ABSTRACT Thecommercialtimeof5Gisexpectedtobeearlierthantheoriginalplan, withcommercialtrialof5GinChinain2019andofficialcommercialusein 2020.Thechangeofcommunicationtechnologywillcausetherenewalof mobilephoneproducts.Consumershavetouse5Gmobilephonesiftheywant toenjoytheconveniencebroughtby5Gnetwork.Inrecentyearsvivohas gainedvisibilityforitsmobilephonesthroughmulti-channeladvertising,and hasmadesomeachievementsinthevastmarketinruralareaswiththestrategy ofsinkingsaleschannel. Vivomobilephonehasachievedgreatresultsthroughaccuratemarket segmentation,targetmarketanditsownmarketpositioning.Theauthorselects therepresentativegeneralagentofGuangxi,whoranksthetopinthenational agentsystemofvivomobilephone,andmakesanin-depthinvestigationand researchonthemarketingstrategyandchannelexpansionmodeoftheenterprise basedonthecurrentsituationandfuturedevelopmenttrendofsmartphone.In theperiodof5gimportanttechnologyreform,thispaperanalyzestheimportant roleofmarketingstrategyformobilephonemanufacturerstoseizemarketshare, hopingtoprovidesomereferenceforthemarketingactivitiesofotherdomestic IV mobilephonemanufacturers. ThispaperelaboratedvivomarketingstatusandproblemsinGuangxi basedonthestatusquoofdomesticandforeignresearchandrelevantmarketing 4Ptheory.Thenrelevantanalysistoolswereusedtoanalyzethemarketing environmentofVivomobilephoneinGuangxi,PESTwasusedtoanalyzethe macroenvironment,SWOTwasusedtoanalyzetheadvantages,disadvantages, threats,opportunitiesandotheraspectsofVivomobilephone,andthemicro environmentoftheresearchobjectwasanalyzedfromtheaspectsofbuyer behavior,competitorsandmarketingintermediaries.Again,STPstrategywas usedtoclassifythemarketandclarifythemarketselectionandmarket positioning.Thencombine4Ptheorywith4Ctheorytomakesuggestionson VivomobilephonemarketingstrategyinGuangxi.Finally,basingontheabove analysis,theauthorgives6tipsonimplementationguaranteeforVivomobile phone,suchasoptimizingorganizationalsystem,strengtheningcorporate culturebuilding,perfectingtalentcultivation,recruitment,retentionsystem, agencysysteminternalentrepreneurshipandinnovation,establishingscientific customermanagementsystem,andbuildingcrisisawareness. KEYWORDS:smartphone;vivophone;guangximarket;marketingstrategy V 目录 摘要...........................................................................................................................................I ABSTRACT............................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究背景..............................................................................................................................1 1.2研究目的和意义..................................................................................................................3 1.2.1研究目的.......................................................................................................................3 1.2.2研究意义.......................................................................................................................3 1.3国内外研究现状..................................................................................................................3 1.4营销管理专业基础理论与分析工具..................................................................................6 1.5研究内容与研究方法........................................................................................................10 1.5.1研究内容和研究框架.................................................................................................10 1.5.2研究方法.....................................................................................................................11 第二章VIVO手机广西市场营销现状和问题.....................................................................13 2.1VIVO品牌简介及VIVO手机概况......................................................................................13 2.1.1vivo品牌简介..............................................................................................................13 2.1.2vivo手机概况..............................................................................................................14 2.2VIVO手机广西市场营销现状............................................................................................15 2.2.1产品策略.....................................................................................................................15 2.2.2定价策略.....................................................................................................................16 2.2.3渠道策略.....................................................................................................................17 2.2.4促销策略.....................................................................................................................18 2.3VIVO手机广西市场营销存在的问题................................................................................20 2.3.1营销策略存在的问题.................................................................................................20 2.3.2核心客户管理体系的问题.........................................................................................20 2.3.3体验店、专卖店运营与管理的问题.........................................................................21 第三章VIVO手机广西市场营销环境分析.........................................................................23 3.1宏观环境分析....................................................................................................................23 VI 3.1.1政治法律环境.............................................................................................................23 3.1.2经济环境.....................................................................................................................24 3.1.3社会环境.....................................................................................................................25 3.1.4技术环境.....................................................................................................................26 3.2微观环境分析....................................................................................................................27 3.2.1购买者行为分析.........................................................................................................27 3.2.2竞争者分析.................................................................................................................28 3.2.3营销中介分析............................................................