The Marketing Strategy Analysis Of Chinese Mobile Phone In West Europe

With the development of science and technology,people's living standard,and the coverage of mobile phone is rising.What is more,people become more and more inseparable from the mobile phone in their daily study,and daily life.In recent years,China mobile phone industry developing rapidly,and the domestic market is becoming saturated,but the markets overseas still have great market development space,especially compared with the mobile phone brand in China already has a high occupancy rate of southeast Asia and Africa and other developing markets,represented by Western Europe's high-end mobile phone market development space is huge.Facing of the fierce competition in the mobile phone market,domestic mobile phone how to use effective marketing strategy to improve the market share in Western Europe is becoming a urgent problem to our mobile phone manufacturers.With the excellent quality,good grasping of customers demand,adjusting measures of local conditions,Huawei standout in the fierce competition in the Western Europe and becoming the most famous China's mobile phone brand in Western Europe.Based on the above background,this paper select Western Europe mobile phone market as the research object,Huawei mobile phone as a case,based on the theoretical basis of academic research before,I intended to to explore the suitable market strategy for domestic mobile phone brand in Western Europe by analysing the environment of Western Europe and marketing strategy of Huawei.First of all,the paper carding the development of mobile phone brand in China,and analyzed the development condition of Chinese mobile phone brands in Western Europe market.Later,using PEST model analyzes the marketing environment in Western Europe.Then is the focus of this article,named Huawei mobile phone Western Europe marketing case analysis,in this chapter I us the STP marketing strategy and 4P strategy to analysis Huawei mobile phones market positioning in Western Europe which is the high business type.And its advantage which is the high quality product quality and excellent performance.But the lack of international management experience,the differences between the China and western,and the lack of mobile phone accessories is still a problem to Huawei.So,other domestic mobile phones should learn the advantages of Huawei and avoid its disadvantages.That means,other domestic mobile phones should increase investment in research anddevelopment to achieve their own patents,and continuously improve the core competitiveness of the product to win the market instead of low price strategy,is the king words of winning the market in Western Europe.