"Huawei" Corporate Marketing Strategy Research

Huawei technologies co.,LTD(hereinafter referred to as Huawei),was incorporated in Shenzhen in 1987.Founded as a communications equipment agent,Huawei now has grown into a world's leading provider of ICT solutions.With more than 170,000 employees 5 its ICT solutions,products,and services are used in more than 170 countries and regions,serving over one-third of the world's population.The story of Huawei takes an important part in the history of private enterprises.In its development process,the marketing strategies also keep pace with the times,and make substantial contributions to Huawei 5s success.Because of the slowdown of telecommunication equipment industry,Huawei starts to looking for new business grow points.Huawei entered enterprise market in 2011 and begin to provide sales and services for relative products and solutions for government and enterprise customers.The paper mainly takes the development of HUAWEI's enterprise business as a case,analyze the marketing problems and solutions in the process how Huawei establishes its band image and grows from a new entrant to a leader in the ICT industry.In this paper,the structure is divided into seven chapters.The first chapter is the introduction part,which explains the background and purpose of choosing this topic.The second chapter mainly introduces the related concepts and theories of marketing strategies.The third chapter mainly presents the history and current situation of Huawei marketing in enterprise business.Through the analysis of its intermal resources,it leads to the advantages,disadvantages,opportunities and threats of Huawei enterprise business.The fourth chapter uses PEST method to analyze the extermal environment from the political,economic,social,scientific and technological elements.The fifth chapter introduces the marketing strategies chosen by Huawei for its enterprise business based on STP and 4P.The sixth chapter describes the guarantee factors of Huawei's marketing success from the aspects of corporate culture,human resource and process system.The final chapter summarizes the existing problems of Huawei's enterprise marketing strategies and puts forward prospective suggestions,hoping to provide a feasible reference of its future developmentThe paper starts from the backgroxnd of this research,including the profile of Huawei and its enterprise business.Then analyze the macro-external environment and internal resources of Huawei,summarize its the success and weakness as well as the opportunities and threats.Finally,this paper also gives forward looking advice to Huawei in its marketing strategies in order to provide a feasible reference for its future development.