Marketing Strategic Research Of Huawei

Huawei Technologies Co., Ltd.(hereinafter referred to as Huawei), which mainly produces communications equipment and provide customers with a full range of solutions, is a leading global provider of information and communications equipment and solutions. By continuously focusing on customer demand, in line with the spirit of self-innovation and open business cooperation, Huawei has achieved worldwide absolute leadership in the field of telecommunications, networking, terminal and cloud technology. Thomas Friedman said: The world is flat. It’s true, the high-speed information network makes us together more closely, All countries in the world are also conforming to this trend-"internationalization.1Since1996, Huawei began his internationalization sail, however, during the initial international journey, Huawei experienced numerous failures, once struggling and stagnating for some time, which led Huawei to be in unprecedented embarrassment. Then, Huawei started changing his marketing strategies, while continuously enhancing the ability level of its own technology, putting a large of money into research and development,and so, after10years of hard development, finally, Huawei has achieved the monumental success in the internationalization enterprise.Given the importance to Huawei of the international journey, this article will focus on the research and analysis for his internationalization strategy of marketing. In this paper, the structure is divided into six chapters. The first chapter is the introduction part, a brief description of the purpose for choosing the topic, the studying methods and ideas. The second chapter mainly introduces the related concepts and theories. The third chapter, through the analysis of the Huawei’s marketing environment, provides the basis for the Huawei’s strategy. The fourth chapter introduces the marketing strategy and strategy formulation, focusing on the STP (Market Analysis Positioning) and4Ps marketing combination strategy, and the marketing strategy chosen by Huawei. The fifth chapter describes the process that Huawei implements and controls his marketing strategy, according to strategy formulation in the fourth chapter, the author will naturally analyze Huawei’s marketing strategy implementation and control. By research and analysis for Huawei’s marketing strategy, the sixth chapter summarizes the existing problems of Huawei’s marketing strategy and put forward relevant suggestions.The paper Starts from the theory, by the means of the theoretical tools for marketing and strategic management, will do a comprehensive analysis for the whole process of strategy formulation, implementation and control at Huawei, and makes illustration with reference data and examples, finally, briefly describes Huawei’s current problems, and puts rward personal recommendations for improvement. The paper believes that only unswervingly adhering to "research and innovation on basic technology, risk management for full Employee Stock Ownership, balance of domestic and foreign fronts, establishing ASAP a successor regime", Huawei can progress more stable and farther!...