OPPO品牌营销策略讲义.docx

学士学位论文  PAGE \* MERGEFORMAT 35 OPPO品牌营销策略研究 摘要 对着我国经济的发展，我国的移动通信市场在发展规模和速度上取得了令人瞩目的成就，中国的手机市场则被国外品牌占据了主导的地位，而在这样的环境下，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的一部分份额。OPPO手机以独特的营销方式迅速进入国内手机市场。 本文为了达到以下的研究目的：1、了解我国目前的手机行业环境；2、了解OPPO近几年迅速发展起来的原因；3、通过对OPPO手机营销的案例进行分析，指出在营销过程中的不足之处，并且提出相应的解决对策，促进OPPO手机的可持续发展；4、通过研究，不仅指出OPPO手机营销的成功所在，更为其他企业进行营销提供参考建议。本文通过对OPPO手机的品牌营销环境，现有的营销状况，营销策略存在的问题以及解决问题的建议等几??分对OPPO手机品牌营销策略进行了分析。其中对OPPO手机品牌的宣传以及价格定位、明星代言宣传、网上宣传、广告传播、市场竞争情况等方面进行了详细的分析，并对发现的相应问题提出了解决方案，为OPPO公司的进一步发展提供参考，并且对其他企业给与借鉴。 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