Research On Huawei Mobile Phone Marketing Strategy

China's mobile phone industry started relatively late.In the early 1990 s,it began to introduce analog-signal mobile phones.In the initial stage of the industry's development,it completely relied on imports.In the 21 st century,the transition from a joint venture brand to an independent brand was completed.In the past 15 years,China's mobile phone industry has experienced rapid development.No matter if it is the number of Internet users or mobile Internet users,which is the first in the world.In the process of the development of the industry,many excellent brands have emerged.Huawei mobile phone is a representative of the steady development of domestic mobile phones in the past 10 years.The marketing strategy has typical characteristics of the times,both accidental and inevitability.Huawei mobile phone as a representative of domestic high-end mobile phones started relatively late with respect to internationally renowned manufacturers such as Samsung,Apple,and Nokia.Huawei actively explored its own development path in the face of the Chinese mobile phone market that had been occupied by the three major brands at that time.Under the implementation of a series of new product development and marketing strategies,it has gradually taken a favorable position in domestic and international markets.In recent years,Huawei's mobile phone business has continued to grow and develop in China.The mobile phone business has become an important part of Huawei's global business.Facing the rapid changes in the mobile phone industry,it is still a long-term task for Huawei,which has become a leading brand in the industry,and it needs to constantly correct deviations in marketing strategies.All of this is based on consumer demand.Based on the marketing theory,this article first analyzes the development background of the Chinese mobile phone industry.Through the investigation and research on the status of Huawei mobile phone business,it briefly introduces the Huawei mobile phone product introduction,brand division,and market sales.Analysing the macro-environment and brand internal competition environment faced by Huawei mobile phone using the PEST analysis method,we found that in the context of China's economically stable development and implementation of national strategies such as the Belt and Road,Huawei mobile phones actively explored the market,especially overseas markets,which achieved remarkable results.Secondly,using the SWOT analysis method,we analyze the competitive environment of Huawei mobile phones,refine the current major competitors in the industry,and analyze the typical characteristics of its marketing strategy and changes in brand patterns in recent years.Thirdly,through the 4P combination marketing and STP analysis method,the current combination marketing strategy of Huawei mobile phones is analyzed in depth and the main characteristics of the dual brand marketing strategy are summarized.Compared with other brands that have implemented the same dual brand strategy,how does Huawei avoid this? The contradiction created by the dual-brand parallelism,the advertising public relations and the promotion of the floor brand promotion,etc.Finally,Huawei mobile phone STP,brand positioning and price points,marketing channels and promotional opportunities,and other marketing strategies,combined with their own industry experience,gives simple management advice,mainly summarized as:(1)further strengthen customer management,broaden the core The breadth and depth of customers;optimize product lines,increase the advantages of high-end machines and low-end machines;(2)strengthen team building,especially in the market supervision of sinking channels;(3)enhance the advantages of self-owned channels and strengthen the market The supervision of order;(4)Precisely placing outdoor advertisements,continuing to promote the combined innovation of forms and means of promotion;(5)Constructing a new product marketing ecology and adjusting the structure of marketing expenses.