Samsung And Huawei Mobile Phone Brand Competitiveness Analysis

China smart phone market has many years of development history and has formed a mature industry chain. The proportion in the whole GDP is also increasing which is very important for a national economy.The analysis shows that over lo smartphone manufacturers and brands enter China smartphone market by June this year that total smartphone manufacturers are more than 100. China smartphone market was developing rapidly and has reached the saturated status that the growth rate tends to slow. According to recent ZOL survey analysis report, smartphone competition continues to change and report data shows that Huawei mobile phone brand attention growing rapidly which reach to 14.3% in the ranking, while Samsung brand mobile phone brand attention has been 17.4%.It can be said that Samsung and Huawei brand is the most brand awareness and competitiveness in the mobile phone manufacturers.Based on brand competition theory and research, this paper evaluate system of mobile phone brand competition and compare Samsung and Huawei smartphone brand competition. Through the analysis of each brand competition, get the point of two brands operating status and shortage, give the advice for improving brand competition.This article analyze current status and structure of brand building then draw the conclusion.The first chapter is the introduction, which mainly about the background, purpose and significance of this research, then put forward the contents and method of the research.The second chapter is the summary of the related theory and the method of this thesis. Firstly, introduce brand theory and the basic knowledge, and then explain principle of method.The third chapter is the construction of mobile phone brand competition system.The fourth chapter is the main content of this thesis which analysis brand competition between Samsung and Huawei.This part give the introduction from the point of brand basis ability, brand management ability, brand marketing capability. Finally give the summary of total brand competition status.The fifth chapter is discuss about suggestions and strategy of brand competition on the basis of Samsung and Huawei brand operating status and provide the reference theory and methods for other mobile phone brand.The last sixth chapter is about the discussion for this thesis which is mainly for conclusion and limitation of this paper. This article will give the significant data base and theory foundation for other mobile phone brand in the market.