Research On Marketing Strategy For HUAWEI Smart Phone

With the rise and development of mobile Internet,smart phones have become an indispensable tool in our life and work.A wide range of APP applications can easily solve most of the practical problems.In the past 10 years,apple and Samsung have firmly occupied the global smart-phone market.With the rise of mobile Internet in China and the increase of domestic population base,there is no doubt that China has become the largest consumer market of smart phones.In addition to Samsung and apple,the domestic brands represented by Huawei and Xiaomi have had a significant impact on the world.Huawei has become the number one mobile phone brand in China through its own research and development capability.In 2019,the sales volume reached 240 million,and the sales volume has increased nearly seven times in eight years.However,compared with advanced brands,there is still a certain gap between China's national brands and apple,three stars in core areas such as chips,screens,systems,etc.,and there are also some problems in brand marketing.This paper takes Huawei as the research object,analyzes and studies the marketing and strategy of Huawei mobile phone on the premise of reading literature and learning theory.First of all,based on the introduction of the basic situation of Huawei mobile phone,this paper describes the current marketing situation of Huawei mobile phone series products,and analyzes the problems and reasons in the marketing process,such as price,market share,marketing promotion,etc.Secondly,PEST analysis of smartphone market and external environment is carried out.The specific analysis includes the analysis of the environment and supporting conditions;Further,through SWOT analysis,the paper discusses the different choices and characteristics of the company's marketing strategies,and then clarifies the conclusion that the strategic choice of Huawei's marketing strategies should be so combination mode.The research shows that under the background of fierce competition in the whole smart phone industry,Huawei smart phone should further strengthen brand publicity,further improve the competitiveness of products,and realize the promotion of consumers' recognition of Huawei series products by means of the implementation of marketing strategies.Thirdly,on the basis of the above analysis,the market segmentation,target market and market positioning of Huawei mobile phone products are studied in depth.In view of the current situation that Huawei mobile phone is in the leading position in domestic sales scale,but there are still problems in three aspects: offline channel,publicity and promotion,price and quality control,this paper puts forward specific marketing strategies.At the same time,it puts forward the guarantee measures for Huawei to formulate reasonable implementation plan and ensure the effectiveness of marketing of series products.Through the research on the marketing strategy of Huawei smart phone series products,this paper hopes to provide some ideas for Huawei to use its own advantages to improve market share,expand product market share and improve the company's profitability.