Analysis Of European Marketing Strategy Of Huawei Technologies Co.,Ltd

The globalization of economy and information is an important feature of the development of the world today.By providing rapid and fast communication tools,the telecommunication equipment industry has become the most important driving force for the globalization of economy and information.In the process of promoting economic globalization,the telecommunications equipment industry itself has become increasingly globalized.HUAWEI Technology Co.Ltd.specializes in the research,development,production and sales of communication network technology and products.It is committed to providing telecom operators with network solutions in fixed network,mobile network,data communication network and value-added services.It is one of the main suppliers of the China Telecom market.At the beginning of its founding,HUAWEI Technology Co.Ltd.has set up the goal of taking the international road and participating in the international market competition.After the unremitting efforts,HUAWEI Technology Co.Ltd.has basically completed the international layout,established market branches,R&D institutions and joint ventures in many European countries.The products have entered Germany successively.Spain,Russia,Egypt and many other countries and regions.In 2016,HUAWEI's overseas income accounted for 68.9% of the company's sales revenue,and mobile users broke through 540 million globally,and gradually developed into a world-class enterprise.However,facing the increasing demand of overseas market,the increasingly fierce competition in the international telecommunication market and the opportunity and challenge of accelerating the speed of technological innovation,HUAWEI Technology Co.Ltd.how to optimize its existing European marketing strategy and through the implementation of innovative marketing strategy to form the core competitiveness of the company.It is an important problem for technology limited in the future international road.This paper mainly studies one of China's communications equipment manufacturers-Huawei Technologies Co.Ltd.in the face of all these pressures,the current european marketing strategy research and put forward rational proposals.This article's writing ideas are as follows: It is mainly divided into seven parts to discuss,the first chapter introduction mainly introduces the research background,significance,domestic and foreign research status and research content and methods;the second chapter of the theory is summarized;followed by the main part of the article,Chapter Three gives an overview of Huawei's european marketing strategies,followed by Chapter Four,which analyzes the strategic marketing environment in which Huawei is located.Chapter Five studies the problems,causes and analyzes encountered in european marketing.Chapter Six gives out rationalization proposals,the final draw conclusions and prospects.