Research On Marketing Strategy Of Huawei's Mobile Phone Business

Since the reform and opening up,China's economy has ushered in rapid development,and the corresponding mobile phone industry has entered the runway of rapid development with the economic take-off.After fierce competition,there are only Huawei,Xiaomi,oppo,vivo,glory and other brands in China's smartphone market in 2021.Huawei is a latecomer,successfully sitting in the leading position of domestic smart phones,and successfully squeezed into the ranks of global high-end smart phones such as apple and Samsung.But since twentieth Century,the global economic situation has been in a doldrums.The outbreak of COVID-19 is a dark cloud covering the global economic recovery and the safety of people's lives.At the same time,limited by the sanctions of the U.S.government,Huawei's mobile phone business is also facing unprecedented difficulties.Therefore,the research on the marketing strategy of Huawei mobile phone has become very important.In this paper,Huawei mobile phone as a case study object,using a variety of theoretical tools of the marketing to analyze and evaluate the current Huawei Mobile Phone Marketing Strategy: First,the basic situation of Huawei mobile phone was introduced,on this basis,this paper analyzes the current status of Huawei's mobile phone marketing,and points out the main problems;Secondly,through the 4P theory from the product,the price,the channel and the promotion four Stratification Planes Analysis Huawei Handset Business Marketing present situation and the existence question.It concludes that Huawei's mobile phone business was doing well until it was sanctioned by the U.S.government,but after the sanctions,Huawei's mobile phone business has stagnated,and there are product production is difficult to carry out,single item profit is relatively low,channel layout and lack of promotion.Then we conducted the Market analysis,first of all,using PEST analysis theory to analyze the macro environment of the political environment,economic environment,social environment and technological environment of Huawei's mobile phone business marketing,it is concluded that the macro environment of Huawei's mobile phone is not conducive to the healthy and sustainable development of Huawei's mobile phone business,even though Huawei's mobile phone has a good social and technological environment,but the political and economic environment is very tough because of the U.S.sanctions.Secondly,through the SWOT analysis theory,the advantages,disadvantages,opportunities and challenges of Huawei Mobile phones are analyzed,the advantages and disadvantages of the current Huawei Mobile phones are identified,and the conclusion that the current Huawei mobile phones face more challenges than opportunities is drawn.At last,it puts forward the formulation and implementation guarantee of Huawei's mobile phone marketing mix strategy.First of all,using the STP theory to carry out research on the market segmentation,target market and market positioning of Huawei Mobile phones,making it clear that the Huawei mobile phone market should be clearly divided into high,medium and low-end markets,and that the positioning of the high-end market should be given priority to,based on this positioning,the concrete optimization strategy and safeguard measures are designed.Huawei mobile phone needs to combine its own situation,pay attention to enhance the cultural connotation of its brand,improve the user's recognition of the product,change the marketing strategy,so as to be able to better enhance their core competitiveness.In the marketing strategy above should re-adjust the existing product line,and according to different consumer characteristics,draw up different price strategy,in the distribution channel should also be combined with the different characteristics of online and offline to formulate a different channel sales strategy.