The Application Analysis Of Huawei Intelligent Mobile Phone Marketing Strategy

:In recent years, with the development of the social economy and the science technology, people’s living standard is improving too. The number of the mobile phone is more and more, which is very helpful to people’s work, people’s life and people’s learning, The companies of Chinese mobile phone are in rapid growth. Especially the Chinese intelligent mobile phone market has exceeded America became the largest intelligent mobile phone sales market.The domestic mobile phone market in the increasingly fierce competitive environment. Because of the domestic mobile phone manufacturers’various problems, such as brand awareness, marketing ability, core technology, quality and after-sale service, their competitive advantages are weakening, and their market shares have declined year by year. How to grasp the opportunity and get rid of the difficulties, then enhance their core competitiveness, as well as make some marketing strategies which are more accord with the competitive environment, have a lasting competitive advantage, gain a firm foothold in the world market, are the problems of the domestic mobile phone enterprises need to consider now.Under this background, this paper will research and analysis the marketing strategy and corresponding policy of Huawei in the early China mobile phone market, analyse the macro environment which influences the development of Chinese mobile phone industry and the present development situation of China mobile phone market, and further combined with the analysis of the internal environment of the Huawei, clear the advantages, disadvantages, opportunities and challenges of Huawei in the domestic mobile phone business development This paper presents Huawei should take centralized strategy when first enters the city market. And to meet the various demands of the customers, Huawei should have the professional advantage first, then using the appropriate strategies to occupy other consumer markets. In the end, based on marketing theory, strategic management theory, economics theory, further optimization of the Huawei sales strategy, in order to wish the Huawei company to maintain a good development in the fierce competitive environment, also hope to bring some reference development strategies and tactics to other domestic mobile phone brands.This paper is mainly about the research of Huawei intelligent mobile phone marketing strategy. The first chapter introduces the background, purpose and significance of the study and also introduces the contents and methods of the research. The second chapter is the review of the oretical literature, mainly introduces the theories of strategic management, environment, PEST analysis, STP analysis, five forces model, Potter chance advantage analysis method and marketing strategy analysis and also introduces the domestic and foreign scholars on the competition strategy research. The third chapter firstly introduces the current development of Chinese intelligent mobile phone market, then has carried on the analysis from two aspects Huawei mobile phone business environment, competition situation of the marketing environment. Firstly, analyzes the four good mobile phone manufacturers on the market, respectively is the foreign brand mobile phone manufacturers-apple, Samsung; domestic mobile phone manufacturers-Jin, millet. The fourth chapter is Huawei’s own conditions and the current marketing strategy and SWOT analysis, analysis of some existing marketing strategy of Huawei mobile phone. The fifth chapter analyzes the competition and development strategy of Huawei, elaborated Huawei target market, competitive strategy and marketing combination strategy. The sixth chapter is on the current Huawei mobile phone marketing strategy for the optimization, first analyzes the facing marketing dilemma of Huawei mobile phone, secondly optimizes the marketing strategy and the strategy for its development. The seventh chapter is the conclusion and outlook, summarizes the research contents and results, put forward to the deficiencies of this study and future research directions.