国际经济与贸易学院知识库

       近年来，中国智能手机产业已迈入一个成熟且稳定的阶段。然而，面对本土市场日益加剧的竞争态势和逐渐饱和的市场环境，国内手机厂商普遍面临产能过剩的问题。OPPO手机作为其中的佼佼者，自2009年进军国际市场以来，始终根据产品特性进行精准的市场定位，不断拓展海外市场。通过制定和实施紧跟时代潮流的国际市场营销策略，OPPO手机在国际舞台上取得了显著成就，其出货量与销售额均在国内品牌中名列前茅。这一成绩不仅彰显了OPPO手机在国际市场的竞争力，也为中国智能手机产业的国际化发展树立了良好的典范。
        本文以OPPO手机的国际市场营销策略为研究主体，以STP、国际市场进入模式、4Ps等国际市场营销相关理论为基础，来深入地阐述和梳理OPPO手机的国际市场营销策略，并且与华为、小米进行对比，分析OPPO手机在国际市场营销过程中的优势与不足，并针对其存在的问题提出合理化的建议。由此得出，OPPO手机在国际市场营销中存在着国际市场结构尚需进一步优化、核心技术竞争力不足、缺乏完整的销售体系以及缺少品牌效应等一系列问题。针对这些问题，提出了相对应的改进措施。首先通过以自身优势来更加深入新兴国家市场，并借鉴其他厂商经验进一步拓展发达国家市场，从而稳固并扩大国际市场的布局。其次对理念进行创新、吸引和培养研发人才和加强企业之间的合作的方式来研发核心技术。然后，通过优化线下销售渠道、增强线上销售渠道建设，进而将线上线下销售渠道相结合构建完整销售体系。最后，在提升品牌影响力方面要做到塑造良好的品牌形象，保证产品与服务质量，及时与消费者有效沟通。
        本文希望通过对OPPO手机国际市场营销策略的研究与分析，总结出适合OPPO手机进一步拓展其海外业务的方式，提升OPPO手机的竞争力，增加其市场份额，解决其当前在发达国家市场所面临的困难，同时也希望能够为其他国产手机企业在进行国际市场营销时提供帮助与启发。

    In recent years, the Chinese smartphone industry has entered a mature and stable stage. However, facing the increasingly fierce competition in the local market and the gradually saturated market environment, domestic mobile phone manufacturers generally face the problem of overcapacity. As a leader among them, OPPO mobile phones have been accurately positioned in the international market since entering the market in 2009 based on product characteristics, continuously expanding overseas markets. By formulating and implementing international marketing strategies that keep up with the trend of the times, OPPO mobile phones have achieved significant success on the international stage, ranking among the top domestic brands in terms of shipment volume and sales. This achievement not only demonstrates the competitiveness of OPPO smartphones in the international market, but also sets a good example for the international development of China's smartphone industry.
    This article takes the international marketing strategy of OPPO mobile phones as the research subject, based on international marketing theories such as STP, international market entry mode, and 4Ps, to deeply elaborate and sort out the international marketing strategy of OPPO mobile phones, and compare it with Huawei and Xiaomi to analyze the advantages and disadvantages of OPPO mobile phones in the international marketing process, and propose reasonable suggestions for their existing problems. From this, it can be concluded that OPPO mobile phones face a series of problems in international marketing, such as the need for further optimization of the international market structure, insufficient core technological competitiveness, lack of a complete sales system, and lack of brand effect. Corresponding improvement measures have been proposed to address these issues. Firstly, by leveraging our own advantages to further penetrate emerging country markets and drawing on the experience of other manufacturers to further expand developed country markets, we can stabilize and expand our international market layout. Secondly, innovate the concept, attract and cultivate R&D talents, and strengthen cooperation between enterprises to develop core technologies. Then, by optimizing offline sales channels and enhancing the construction of online sales channels, a complete sales system is constructed by combining online and offline sales channels. Finally, in enhancing brand influence, it is necessary to shape a good brand image, ensure product and service quality, and communicate effectively with consumers in a timely manner.
    This article aims to summarize the suitable ways for OPPO to further expand its overseas business, enhance its competitiveness, increase its market share, and solve the difficulties it currently faces in developed country markets by studying and analyzing the international marketing strategies of OPPO mobile phones. At the same time, it also hopes to provide assistance and inspiration for other domestic mobile phone enterprises in international marketing.