Comparative Study On The Brand Competitiveness Of Apple And Huawei

In recent years,with the rapid development of mobile internet driven by 4g/5g technology,the definition and functional requirements of mobile phone have also changed profoundly.In just a few decades,from the fall of Nokia Giants,and then the emergence of Apple,Samsung,to the domestic mobile phone industry on the world stage.More and more enterprises seize the business opportunities,in the international well-known mobile phone brand to create the road,to create our own smartphone brand.According to GFK's report,Huawei in the Chinese market in 2017 sales of 102 million units,ranked first,Huawei's market share reached 22.82%,an increase of 4.75%.However,the market performance of the Apple is not doing well,only 51.05 million units.Show that Huawei-led domestic handset manufacturers have firmly held the Chinese market share,but Chinese manufacturers only hold the market share but no profit,so how does the domestic mobile phone to break through in the fierce competition environment?This paper attempts to study this by comparing the brand competitiveness of Apple and Huawei.Firstly,this paper analyzes the development of the whole smartphone industry from three angles of market scale,market concentration and product differentiation,sums up the main characteristics of the smartphone market competition,summarizes the competitive status of Apple and Huawei,All of these provide the basis for the study of the latter.Secondly,the brand competitiveness of Apple and Huawei as the research object,through the establishment of Brand competitiveness Evaluation Index system,from the aspects of brand market ability,brand management ability and brand basic ability to compare their brand competitiveness.The weight of each evaluation index is determined by the analytic hierarchy process.Using the comprehensive evaluation model to get the relative score of Apple and Huawei brand competitiveness,compare and analyze the performance of Apple and Huawei in brand competitiveness,and conclude that Huawei is roughly equivalent to the Apple in brand management ability and brand basic ability.But there is a big gap between the brand market ability and the Apple.Finally,on the basis of comparison and analysis,this paper puts forward effective countermeasures to the disadvantage of China's domestic smart phones represented by Huawei mobile phones,so as to make our smartphone brand gain more brand competitive advantage in the market competition at home and abroad.