China Huawei's Marketing Strategy Research In Zambia

With the continuous expansion and strengthening of huawei's brand in China,the Chinese market has been unable to meet the development requirements of huawei.Focusing on the international market is a necessary process for huawei to start its international development strategy.Zambia,as an important landlocked country in South Africa with very rich copper resources and tourism resources,is an important link in China's implementation of One Belt And One Road strategy.China's huawei has set its development target on the vast market of Zambia,which is a mutually beneficial move for China and Zambia.Research based on this,through to China's huawei in the Zambian market sales strategy in detail needs further investigation,in order to find out the deficiency of China's huawei in Zambia market marketing strategy,to help China's huawei target Suggestions of improvement and consummation countermeasure,to let China's huawei to grow better market development in Zambia.First of all,the research uses SWOT,PEST crossover matrix analysis model,respectively,for the development of China's huawei in Zambia market macro environment and micro environment investigation,summarizes the analysis of China`s huawei in the Zambian market in all aspects of market development such as environmental factors,including political factors in Zambia,economic development,social culture and technology level and so on.Secondly,by using the STP target marketing strategy and the 4Ps product sales strategy,this paper conducts an in-depth investigation on the target market selection and positioning of huawei in the Zambian market as well as specific sales strategies.By using the STP target marketing strategy,the Zambian market is segmented,selected and positioned,and the target market is concluded to be young people and successful business people who pursue individuality and fashion.,at the same time in terms of broadband business target market selection,to home users as the main market in Zambia,but not forgetting school users as well as enterprises and government users.By using the 4Ps product sales strategy,investigation and analysis of sales of China's huawei in the Zambian market,this paper respectively investigates the market sales of the products and product pricing,sales channels,sales promotion methods.Four aspects were investigated,and from the four aspects,summarizesChina's huawei currently on the market in Zambia's product strategy are:product brand development strategy,customer demand oriented strategy,innovation,research and development production strategy;Pricing strategies include:low price penetration strategy,differentiated pricing strategy;Channel strategies include:online and offline joint sales strategy;Promotion strategies include diversified publicity strategies,diversified preferential strategies and cooperative sales strategies.Finally,through questionnaires in the Zambian market of China's huawei,market analysis of the sales situation,according to sales of products and product price China's huawei brand in the Zambian market,sales channels and promotions for the questionnaire design,containing a total of 12 items,about 156 questionnaires were statistically analyzed and summed up the sales problems China's huawei is facing in the Zambian market,in combination with the practical situation of the development China's huawei,huawei in China put forward many constructive Suggestions and countermeasures,that could help huawei of China to achieve better sales performance in the Zambian market.