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A Deep Dive Into OPPO Smartphone Product and Market Strategy

出版商 MIC - Market Intelligence & Consulting Institute 商品編碼 358164
出版日期 內容資訊 英文 22 Pages
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Oppo的智慧型手機產品與市場策略 A Deep Dive Into OPPO Smartphone Product and Market Strategy
出版日期: 2016年05月18日 內容資訊: 英文 22 Pages



第1章 中國的智慧型手機市場與Oppo的崛起

  • 全球市場上中國的智慧型手機品牌劇增
  • 中國的智慧型手機市場接近飽和狀態
  • Oppo在中國的智慧型手機市場上嶄露頭角

第2章 Oppo的智慧型手機產品策略

  • Oppo的智慧型手機關注女性消費者
  • Oppo的價格在同樣配置的智慧型手機中最不具吸引力
  • Oppo從中階到高階的價格策略與吸引女性消費者的產品差異化
  • 超細長的機殼,旋轉相機,flash充電技術的顯著改善
  • Oppo重視的產品安全性與易用性強化了用戶體驗

第3章 Oppo的智慧型手機市場策略

  • 名媛行銷:支持名人使用的產品
  • 贊助商行銷:成為流行的TV節目和城市喜劇節目的贊助商
  • 零售行銷:物理性·概念商店的設定

第4章 結論



Product Code: MPRPT16051801

The smartphone market in China was getting close to saturation point in 2015, losing quite a bit of growth momentum compared to the previous years. Major Chinese vendors like Xiaomi and Lenovo are all seeing slow sales except Oppo, which has turned out relatively unaffected by the current market saturation. In fact, the company is making great strides against the trend to become the fourth-largest smartphone vendor in China. This research provides insight into the latest developments in the Chinese smartphone market and the product and market strategies that Oppo has taken to become what it is today in the smartphone market.

Table of Contents

1. Overview of the China Smartphone Market and The Rise of Oppo

  • 1.1 Rapid Rise of Chinese Smartphone Brands in the Worldwide Market
  • 1.2 Chinese Smartphone Market is Getting Close to Saturation Point
  • 1.3 Oppo Comes to the Fore in the Chinese Smartphone Market

2.Oppo Smartphone Product Strategy

  • 2.1 Oppo's Smartphones are Designed with Female Consumers in Mind
  • 2.2 Oppo's Prices Are Not the Most Attractive among Smartphones With Similar Specifications
  • 2.3 Oppo Uses Mid-To-High End Pricing Strategy and Product Differentiation To Attract Female Consumers
  • 2.4 Super Slim Chassis, Rotating Cameras and Flash Charging Technology Bring Significant Improvements
  • 2.5 Oppo Focuses On Product Safety and Ease-Of-Use to Enhance User Experience

3. Oppo Smartphone Market Strategy

  • 3.1 Celebrity Marketing: Using Famous Figures to Endorse Products
  • 3.2 Sponsor Marketing: Sponsoring Trendy Fashion TV Shows and Urban Comedy Films
  • 3.3 Retail Marketing: Setting Up Physical and Concept Stores

4. Conclusion

  • 4.1 Oppo Has Come to the Fore by Targeting Female Consumers And Establishing Physical Stores
  • 4.2 Foreign Companies Should Consider Aligning Their Business Strategy for Specific Markets

List of Companies

List of Topics

Latest development of the Chinese smartphones and includes Chinese brands' shipment volume and share in the global smartphone market in the past few years

Accumulated 3G/4G subscribers in China on the quarterly basis from 2013 to 2015

Analysis of Oppo's product strategies, touching on its major customer base, pricing strategies, product specs and features

In-depth analysis of Oppo's three market strategies: celebrity marketing, sponsor marketing, and retail marketing

List of Figures

  • Figure 1: Worldwide Smartphone Market Share by Vendors, 2012 - 2015
  • Figure 2: China Smartphone Shipment Volume, 2013 - 2015
  • Figure 3: Accumulated 3G/4G Subscribers in China, Q1 2013 - Q3 2015
  • Figure 4: Oppo Sales Volume in China, 2013 - 2015
  • Figure 5: Product Positioning of Smartphones with Snapdragon S615 in the First Half of 2015
  • Figure 6: Product Positioning of Oppo Flagship Smartphones, 2012 - 2016
  • Figure 7: Evolution of Oppo Smartphones Based on Thickness
  • Figure 8: Evolution of Oppo Smartphones Based on Camera Resolution

List of Tables

  • Table 1: Chinese Top-5 Smartphone Sales Volume Ranking by Branded Vendor, 2013-2015

Companies covered

Apple, BlackBerry, HTC, Huawei, Lenovo, Microsoft, Oppo, Samsung, Sony, Xiaomi, ZTE

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