Research On Marketing Strategy Of Huawei Mobile Phones In Russia

This study explores the marketing strategies that Huawei should adopt to promote its smartphones in the Russian market.As one of the largest smartphone manufacturers in the world,Huawei has encountered a series of difficulties and challenges due to the attacks waged by the United States of America against the Chinese telecom giant.Huawei’s phone sales declined 44.1% year over year in the fourth quarter of 2020,and it reported declining in the next two years in every region(including Russia)except its native China.Under this background,the author investigated Huawei’s marketing strategies in Russia and compared the opinions of 172 people regarding their attitudes towards Huawei and their products.In addition,a comprehensive analysis of the company’s strategy based on SWOT was made.The results showed that the attitudes of the Russian consumers towards Huawei products are ambiguous.Many do not trust the company,as they believe that the quality is at an insufficient level.That is why it was necessary to develop a marketing strategy that would help shape Huawei in a positive way among Russians and encourage them to use the company’s products.Three main marketing strategies are proposed for Huawei as countermeasures: Loyalty Marketing Strategy,Direct Marketing Strategy,and Digital Marketing Strategy.From a marketing point of view,this study highlights the need to consider the influence of buyers on a company’s marketing strategy and choice of directions for its development.