EMBA学位论文 作者：赵卫卫
努比亚公司红魔游戏手机市场营销策略研究
努比亚公司红魔游戏手机市场营销策略研究
中文摘要
经过多年的发展智能手机行业进入存量市场阶段，华为、小米、OPPO、VIVO
等智能手机品牌为了抢占市场，不断进行价格战，行业竞争进一步加剧。努比亚
缺乏规模优势，在惨烈的价格竞争中，市场占有率逐步下滑，为了应对风险，同
时抓住电竞行业的机会点，努比亚开始进行游戏手机布局，成立红魔子品牌。红
魔品牌自 2018年进入游戏手机市场，虽然在 3年的市场深耕下奠定了一定的市
场地位，但随着红魔品牌的不断发展，逐步暴露出诸多问题，影响了红魔游戏手
机的发展。因此，红魔要想快速扩大市场份额，需要建立完善并行之有效的营销
策略。
在此研究背景下，本文以红魔游戏手机制定出有效的营销策略为研究目标。
首先，调查红魔游戏手机的营销现状，总结红魔游戏手机营销中存在的问题。其
次，通过 PEST分析法以及波特五力模型对红魔游戏手机的宏观环境和行业竞争
环境进行分析，同时对努比亚公司的内部环境进行分析，并结合 SWOT分析法，
对其优劣势、面临的机遇与挑战进行分析，并选择出适合红魔游戏手机的营销策
略组合。再次，运用 STP营销理论完成红魔游戏手机目标市场选择及市场定位，
并依据 7Ps营销理论为红魔游戏手机制定营销策略：在产品策略方面，需要丰富
产品线、调整新品上市节奏、优化产品体验；在价格策略方面，需要采取组合定
价、优化生命周期定价、加强渠道价格管控；在渠道策略方面，需要丰富销售渠
道、优化经销商合作模式、加强经销商管理；在促销策略方面，需要合理分配传
播费用、聚焦电竞人群、针对性的营销动作；在人员策略方面，需要打造专业团
队、加强绩效刺激；在有形展示策略方面，需要直观展现产品性能、生态产品全
场景展示、增加虚拟人物、传播内容视频化；在服务过程策略方面，需要关注服
务全过程、建立服务评价系统、氪金用户差异化服务；最后，为确保营销方案的
顺利执行，提出该方案的实施计划和保障措施。
本文研究成果有助于为红魔游戏手机制定合理的市场营销策略，提升红魔游
戏手机整体营销水平，力争红魔游戏手机可以继续保持向上的发展态势，持续扩
大红魔品牌市场占有率，同时也能为游戏手机行业的发展提供一定的指导与借鉴。
关键词：努比亚公司，电子竞技，5G，营销策略，红魔游戏手机
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EMBA学位论文
作者：赵卫卫
努比亚公司红魔游戏手机市场营销策略研究
RESEARCH ON MARKETING STRATEGY OF
REDMAGIC GAMEPHONE OF NUBIA
TECHNOLOGIES CO.,LTD.
Abstract
After years of development, the smartphone industry has entered the stock market
stage. In order to seize the market, huawei, Xiaomi, OPPO, VIVO and other smartphone
brands have been engaged in price wars, and the industry competition has been further
intensified.In order to deal with risks and seize opportunities in the e-sports industry,
Nubia carried out gamephone layout and established the Red Magic sub-brand. Red
Magic entered the game phone market in 2018. Although it has established a certain
marketpositionafterthree yearsofmarketcultivation,withthecontinuous
development of Red Magic brand, many problems have been gradually exposed,
affecting the development of Red Magic gamephone. Therefore, the Red Magic want
to rapidly expand market share, need to establish a perfect and effective marketing
strategy.
In this context, this paper aims to develop effective marketing strategies for the
Red Magicgamephone.First,it introducesthe marketingstatus ofRed Magic
gamephone, summarizesthe problems existingin the marketingof RedMagic
gamephone; Secondly, through PEST analysis and Porter's Five Forces model, the
macro environment and industry competition environment of Red Magic gamephone
are analyzed. Meanwhile, the internal environment of Nubia is analyzed. Combined
with SWOT analysis, the advantages and disadvantages, opportunities and challenges
are analyzed, and the combination of marketing strategies is selected. Thirdly, using
STP marketing theory to complete the target market selection and market positioning
of Red Magic gamephone, and according to the 7Ps marketing theory for Red Magic
gamephone marketing strategy: In terms of product strategy, it is necessary to enrich
the product line, adjust the new launch pace, optimize the product experience. In terms
of price strategy, it is necessary to adopt portfolio pricing, optimize life cycle pricing
and strengthen channel price control. In terms of channel strategy, it is necessary to
enrich sales channels, optimize dealer cooperation mode and strengthen dealer mana.
In the aspect of promotion strategy, it is necessary to rationally allocate communication
costs, focus on e-sports crowd, and take targeted marketing actions. In terms of
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EMBA学位论文
作者：赵卫卫
努比亚公司红魔游戏手机市场营销策略研究
personnel strategy,it is necessaryto builda professional teamand strengthen
performance stimulation; In terms of tangible display strategy, it is necessary to
intuitively display product performance, display ecological products in full scenes, add
virtual characters and disseminate content in videos.In terms of service process strategy,
it is necessary to pay attention to the whole process of service, establish service
evaluation system, and provide differentiated service for users; Finally, in order to
ensure the smooth implementation of the marketing program, the implementation plan
and safeguard measures are put forward.
The research results of this paper is to set reasonable marketing strategy for the
Red Magic gamephone,promote the overall levelof marketing the RedMagic
gamephone, strive for the Red Magic gamephone can continue to keep up with the
development of situation, continue to expand the Red Magic brand market share, but
also for he development of the gamephone industry provide certain guidance and
reference.
Keywords: Nubia, e-sports, 5G, marketing strategy, red magic gamephone.
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