OPPO品牌营销策略研究样稿.docx

OPPO品牌营销策略研究
摘要
对着中国经济发展，中国移动通信市场在发展规模和速度上取得了令人瞩目标成就，中国手机市场则被国外品牌占据了主导地位，而在这么环境下，更需要我们国产手机品牌崛起，OPPO近几年来，飞速发展，占领了手机市场上比较大一部分份额。OPPO手机以独特营销方法快速进入中国手机市场。
本文为了达成以下研究目标：1、了解中国现在手机行业环境；2、了解OPPO近几年快速发展起来原因；3、经过对OPPO手机营销案例进行分析，指出在营销过程中不足之处，而且提出对应处理对策，促进OPPO手机可连续发展；4、经过研究，不仅指出OPPO手机营销成功所在，更为其它企业进行营销提供参考提议。本文经过对OPPO手机品牌营销环境，现有营销情况，营销策略存在问题和处理问题提议等几部分对OPPO手机品牌营销策略进行了分析。其中对OPPO手机品牌宣传和价格定位、明星代言宣传、网上宣传、广告传输、市场竞争情况等方面进行了具体分析，并对发觉对应问题提出了处理方案，为OPPO企业深入发展提供参考，而且对其它企业给和借鉴。
关键词 OPPO手机；品牌营销；营销策略
OPPO Brand Marketing Strategy Research Summary
On with China economic of development, China of mobile communications market in development scale and speed Shang made has was attention of achievements, China of phone market is was abroad brand occupy has led of status, and in such of environment Xia, more need we domestic phone brand rise, OPPO in recent years, rapid development, occupation has phone market Shang compared big of part share. OPPO cell phones with a unique marketing approach quickly into the domestic mobile phone market.
Paper to reached following of research purpose: 1, and understand China currently of phone industry environment; 2, and understand OPPO in recent years quickly development up of reasons; 3, and through on OPPO phone marketing of case for analysis, pointed out that in marketing process in the of insufficient of at, and proposed corresponding of solution countermeasures, promote OPPO phone of sustainable development; 4, and through research, not only pointed out that OPPO phone marketing of success where, more other enterprise for marketing provides reference recommends.
Based on the OPPO Mobile brand marketing environment, current marketing situation of marketing strategy issues and proposals for solving the problem sections, such as the OPPO Mobile brand marketing strategies were analyzed. OPPO Mobile brand awareness as well as price and stars publicity, online publicity, advertising, and a detailed analysis of the competition, and prop