Huawei's Southeast Asia Marketing Strategy Research

Huawei Company is one of the pioneer beginning there "go abroad "strategy. From 1996, Huawei experienced failures time and again during the course of carrying out the "go abroad "strategy. After 10-year hard work, Huawei makes great achievements on international market. But the disquisition thinks that if Huawei wants to be really successful in international market, it must win more of the developed countries'market. Most important of all, Huawei should summarize the experiences of internationalization in the past 10 years, which will be helpful to Huawei. In the process of internationalization it is essential for Huawei Company that a lasting core competitive and powerful capacity should be formed through innovative marketing strategy implementation.The article introduces the basic information of Huawei Company, points out problems of Huawei's international marketing strategies, recommends international target markets and market positions after considering both internal and external marketing surroundings. By applying marketing and related discipline theories to this case, the author institutes proper solutions on product strategy, price strategy, place strategy and promotion strategy etc. This research will offer valuable reference to Huawei's marketing strategy institute and digital product development.The main objective of the thesis is to probe into the experience from the process and analysis of Huawei's internationalization, and then provide some referential guide to China's companies who want to internationalize.