The Study of OPPO Mobile Phone Marketing Strategies

Citation

Huang, Xun. (2017). The study of OPPO mobile phone marketing strategies. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

The release of iPhone 4 in June 2010 marked the beginning of a smart phone era for the mobile industry worldwide. Apple and Samsung held the majority of the market share in the global smart phone market. In the past two years, China’s mobile industry has become increasingly mature due to the development of science and technology, particularly communications technology. Chinese mobile brands such as Huawei, OPPO, VIVO and Xiaomi have rapidly emerged, with the gap between them and brands including Apple and Samsung gradually narrowing. In recent years, OPPO mobile phones have experienced sound development. In 2017, they ranked fourth in smart phone shipments worldwide, and second in smart phone shipments in China.

The reasons for the increase of their market share over the past few years include OPPO mobile products themselves and their marketing strategy, which for other brands, are worth learning from. Despite their excellent performance in recent years, OPPO mobile phones are still faced with fierce competition within the mobile industry: Apple and Samsung are holding the majority of the market share in the high-end market; in the mid-range market, they are competing with Huawei, Xiaomi, VIVO and other competitors. Compared to 2016, smart phone shipments both worldwide and in China declined in 2017. Faced with this highly competitive environment within the mobile industry and the increasingly low frequency of mobile replacement among consumers, OPPO and other mobile brands need to improve their marketing strategy, so that they can increase their shares in the mobile market and achieve better development without being easily eliminated in this era when new models come out at an increasingly high speed.

Through consulting journals and other literature from libraries and the Internet, this article is written based on previous established theories and in combination with specific cases. The research methods adopted in this article include PEST analysis, Michael Porter’s Five Forces Model and SWOT analysis. By combining the methods of literature analysis, case analysis and induction, it analyzes the marketing strategy of OPPO mobile phones and the problems it has, as well as offers advice on how to improve it. The author hopes that this article will help OPPO mobile phones develop better under the fierce competition among different mobile brands and offer insights for other mobile brands to draw on.

Keywords:  OPPO mobile phone, Marketing strategy, 4P theory, SWOT, PEST.

The Study of OPPO Mobile Phone Marketing Strategies

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand