The Path of Enhancing Consumer Stickiness of Mobile Phone Brands in the Digital Marketing Perspective and the Means to Break Through the Bottleneck Period Using Huawei as an Example

Abstract

In current society, smartphones are a necessity of life, but in recent years the development of smartphones has entered a bottleneck period, and global smartphone shipments have continued to fall. This paper uses the review research method to analyze the current situation of Huawei's business, including its product strategy and marketing strategy, as well as the current business difficulties it faces. The book also provides specific suggestions for improving user stickiness and breaking through the bottleneck. Among them, product optimization includes the improvement of part of after-sales service content and brand interconnection function, the enhancement of product differentiation, the enhancement of preferential efforts, and the continuous development of foldable mobile phones; The means of enriching product features promotion includes using short video platforms to display product features more specifically and intuitively; Promoting offline experience includes setting up offline experience museums; Enforcing strict channel pricing controls includes signing agreements with relevant personnel.