Research On Marketing Value Orientation Of Domestic Mobile Phone Brand

In recent years,domestic mobile phones have emerged,and the reason for such achievements lies in successful brand marketing strategy and continuous progress in scientific and technological research and development.The success of its strategy is not only reflected in the economic sense,but also in the value meaning advocated by some domestic mobile phone brand marketing.Through data collection,this paper combs the development history of domestic mobile phones,and expounds in detail how domestic mobile phones have developed into today's prosperity.In the process of combing,the author finds that Huawei mobile phone brand marketing advertising in recent years began to reflect the value orientation in line with the mainstream of human society.By passing it on to consumersThe value orientation of the body,to spread more brand value culture.Therefore,the author takes Huawei mobile phone as a sample to analyze the value concept contained in its brand marketing,so as to explain the importance and supporting function of correct value orientation to brand marketing.Huawei mobile phone is the leader in domestic mobile phone,and the research on Huawei mobile phone may bring some reference significance for other domestic mobile phones.The value orientation conveyed by Huawei mobile phone in brand marketing is consistent with the overall value concept and value principle of Huawei enterprises,precisely because Huawei Company takes hard work,vigilance and continuous innovation as its core values.Only then has Huawei mobile phone "Make It Possible(to practice)" brand idea.In this paper,11 items of human general values scale revised by Schwartz and Boehnke(2004)are used as analytical tools to analyze the collected samples,and the following results are obtained.Huawei mobile phone mainly reflects the value orientation of self-level and social level in the process of brand marketing.Huawei mobile phone in its brand marketing focuses on the role of its products in the realization of personal value.As a result,Huawei mobile phones in its brand marketing to the target consumers to promote personality and self-worth of the message.In different models,the focus ofits performance is different.However,Huawei mobile phones do not emphasize the satisfaction of personal desires,but also pay more attention to social issues,such as social issues,environmental protection issues,human welfare and so on,will help Huawei mobile phones to create a just and merciful brand image.Huawei mobile phone productsThe value-oriented transmission of brand marketing is obviously consistent,because Huawei enterprises always emphasize the sense of social responsibility,which makes it pay attention to social responsibility in the brand marketing of mobile phone brand.On the basis of continuously improving quality and service,Huawei mobile phone maximizes the communication effect of brand through the integration of different communication channels,so that the brand image is deeply rooted in the hearts of the people.Finally,the author analyzes the problems existing in the value orientation of Huawei mobile phone brand marketing and puts forward the optimization strategy.Based on the research conclusions,this paper puts forward the reference significance of Huawei mobile phone brand marketing to other domestic mobile phones.