SUSTAINABLE INTERNATIONAL MARKETING MODEL CONSTRUCTION FOR OPPO IN THE GLOBAL SMARTPHONE INDUSTRY

Abstract

With the rapid iteration of the global smartphone industry and the deepening of sustainable development concepts, the industry competition pattern has changed profoundly. As a core player in the global smartphone market, OPPO has achieved remarkable international expansion results but faces challenges such as fierce market competition, regional demand differences, and the balance of commercial interests and sustainable development goals. This study takes OPPO’s international marketing as the research object, adopts literature research, case analysis, questionnaire survey and data analysis methods, and combines sustainable marketing theory, international marketing theory and STP theory to analyze its current marketing situation, existing problems and root causes, and construct a targeted sustainable international marketing model. The research finds that OPPO has advantages in product innovation, brand influence and channel layout, but has obvious deficiencies in sustainable product R&D, localized marketing adaptation, green marketing practice and sustainable brand building. Based on this, a four-module sustainable international marketing model (product sustainability, marketing localization, green marketing, brand sustainability) is constructed, and corresponding implementation strategies are proposed. This study provides practical guidance for OPPO to enhance its global sustainable competitiveness, offers references for other Chinese smartphone enterprises, and enriches the research on sustainable marketing in the global smartphone industry.