Market Strategy of Vivo

Abstract

This literature review focuses on the market strategy used in the mobile phone market. In the market, mobile brands
increasingly optimize product systems to meet the different needs of consumers, combine in-person services with online
advertisement to attract consumers, and cooperate with other brands to improve their reputation. This paper takes a
brand from China called Vivo as an example to illustrate those strategies. By analyzing the strategy of Vivo, it shows
that following consumers’ needs, improving technology, and finding a partner to cooperate with is the key for a brand to
survive in such a market.