Research On Marketing Strategy In China For Huawei Mobile Phone

With the rapid development of communication and information technology,mobile phones are playing an increasingly important role in People's Daily life.From 2G to 5G,from clamshell phones to comprehensive screens,mobile phones are constantly changing and upgrading,from function machines with only calling functions to smart phones that are closely connected with daily life and work and entertainment.Mobile phones not only meet people's needs of social communication,but also become indispensable life tools in commerce,payment,security and other aspects.In the past decade,the market pattern has been changing,and there are lots of mobile phone brands.In the global market,samsung still takes the first place in shipments,followed by huawei and iphone.In the Chinese market,domestic brands huawei,OPPO,vivo and xiaomi have all taken a firm position.The demand for smart phones is gradually becoming saturated,with strong international brands like apple and samsung under the watchful eye,and fierce competition from OPPO,vivo and xiaomi in China.Under this situation,how to develop marketing strategies,maintain the dominant position and keep breaking through has become an important issue worth discussing.Based on the above background and reasons,this paper takes huawei smartphone as the research object,through to the domestic smartphone industry market situation and competitive environment analysis,combing the huawei company external and internal environment,the advantages and disadvantages to find the advantage of the company and can be improved,according to the marketing theory analysis of huawei company existing smartphone brand marketing strategy,and for the future market development in accordance with its actual marketing strategy,and put forward feasible optimization Suggestions,thus in the heat of the mobile phone market competing to achieve lasting competitive advantage,also hope can be some reference and enlightenment to other domestic mobile phone brand.Through analysis and research,the main marketing problems faced by huawei's smart phones include(1)low profit per device,low market share compared with apple,and low profit per device.(2)the market share of third-and-fourth-thread cities is not high,and they face fierce competition from OPPO and vivo;(3)high channel costs and reduced online dividends.According to the situation of the industry and the smart phone marketing of huawei,the optimization Suggestions and safeguard measures are as follows.Price should be stratified to effectively meet the needs of different consumers;strengthen offline channels to achieve the integration of online and offline channels;reduce the publicity strategy of strong exposure and enhance the interactive promotion of consumer experience;build core cultural capacity of "focusing on consumers" and enhance enterprise cohesion;improve the construction of talent teams and develop a reasonable performance appraisal system.