Research On Marketing Strategy Of Huawei Mobile Phone In Shandong

In 2021,the"Government Work Report" frequently mentioned the digital economy,and artificial intelligence and digital marketing based on big data continued to receive attention.Artificial intelligence is permeating every aspect of people’s daily work and life.With the rapid development of the Internet era,smart phones are rapidly permeating people’s daily life and work scenes as a medium.Apple,Huawei,Samsung,OPPO,Xiaomi,VIVO,and Y ijia are some smartphone brands available now.The competition in domestic and international markets is fierce,and the problem of product homogeneity is serious.With the popularization and development of 5G network,the upgrading of mobile phones has triggered a new round of competition in the smart phone market.The Kirin CPU supply of Huawei equipment is adversely affected by US sanctions against Huawei.Due to chip supply problems and the impact of the epidemic,Huawei’s market share in the domestic mobile phone market decreased by 68%in 2021,and its domestic market share fell from 31%in 2020 to 10%in 2021.Huawei is typical and representative in the marketing strategy of smart phones,because it is a company integrating communication,smart phones and operators.Aiming at the research and application of marketing strategy theory,this paper investigates Huawei’s marketing strategy in Shandong market.Practically speaking,it provides some examples for Huawei and the smart phone market,and is committed to the long-term growth of domestic mobile phone enterprises and the smart phone market,so as to drive the growth of the national economy.In this paper,literature research,market survey and questionnaire survey are used.Firstly,the marketing status of Huawei smart phone products in Shandong market is investigated and studied to find out any shortcomings,and then the root causes of the problems are deeply studied and summarized.Through the use of 7P theory,STP theory,SWOT analysis,PEST and five-force model,the economic,cultural,political and technical environment is macroscopically investigated.Five aspects of marketing environment and strategy are carefully studied,including the current bargaining power of suppliers,the threat of new entrants,the threat of substitutes,the bargaining power of buyers and the threat of existing competitors in the industry.It is found that there are many problems in the marketing of Huawei’s smart ph one products in Shandong market,such as a wide range of products,serious appearance homogeneity,high pricing,chaotic channels and single publicity methods.Strengthen product marketing by refining products,adjusting prices to meet different needs,strengthening brand promotion,and increasing channels to promote cooperation,so as to finally achieve the goal of expanding the market share of Huawei’s smart phone products and enhancing brand awareness,and provide safeguard measures for this scheme.Through the research,it aims to provide suggestions for the company’s channel management and marketing promotion in Shandong market,not only for the company’s market-oriented marketing strategy in Shandong,but also for the relevant mobile phone enterprises to provide reference and inspiration.