Research On Nova Series Mobile Phones Of HUAWEI In Liaoning Market

With the rapid development of the global mobile Internet industry and gradual improvement of people's living standards,the global mobile industry has entered a period of rapid development.But at the same time,competition among handset makers is intensifying.In order to gain an advantage in the competition,HUAWEI brand constantly improves its R&D strength and expands its market scope.According to the statistics of relevant institutions for 2018,HUAWEI's mobile phone sales volume in the global market is now second,only to SAMSUNG and APPLE brand,with a global sales volume of 202.90 million units in 2018,and the market share of 13%.As a country with a large population.China's mobile phone penetration rate has reached 112.2 units/100 people in 2018.it can be seen that China is a large consumer market in the phone industry.However,China is a vast country,and consumers in different regions have different living habits and consumption preferences.For the HUAWEI brand to gain competitive advantages in various regions and further expand its market scope.Therefore,corresponding market strategies must be developed according to the actual situation of the region and phone products.This paper mainly focuses on the marketing strategy research of nova series mobile phones of HUAWEI in Liaoning province.Firstly,this paper systematically sorts outrelevant theories of marketing,including the concept of marketing,4Ps marketing mix strategy,STP target market positioning theory and marketing analysis tools.Secondly,HUAWEI company and its nova products are introduced in detail,and then the macro environment is analyzed from four aspects including politics,economy,society and technology by using PEST analysis model.Used Porter's five forces model is adopted to interpret the industrial environment.At the same time,the internal marketing environment of HUAWEI from the four aspects of production capacity,research and development capacity,marketing resources and corporate culture is analyzed and elaborated.SWOT analysis model is used to analyze the advantages,disadvantages,opportunities and threats of HUAWEI nova series mobile phones in Liaoning market.And according to the target market positioning of Liaoning market,develop the corresponding marketing mix strategy,including product strategy,channel strategy,price strategy,promotion strategy four aspects.Finally,relevant safeguard measures are constructed form the four aspects of marketing personnel,marketing system,promotion activities and after-sales service.the research on the marketing strategy of HUAWEI nova series mobile phones in Liaoning can be effectively implemented.This paper has a certain reference significance for the study of how to adopt effective marketing strategies for mobile phones so as to obtain competitive advantages in regions where they are sold.