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| 论文编号： | 13835 | |
| 作者编号： | 2320200452 | |
| 上传时间： | 2023/5/31 22:25:51 | |
| 中文题目： | 华为智能手机营销组合策略研究 | |
| 英文题目： | Research on Huawei Smart Phone Marketing Strategy | |
| 指导老师： | 张永强 | |
| 中文关键字： | 华为智能手机；营销组合策略；全渠道营销 | |
| 英文关键字： | Huawei smart phone; Marketing mix strategy; Omni-channel marketing | |
| 中文摘要： | 伴随着近十年来的飞速发展，智能手机在中国市场的份额显著提升，智能手机市场已成为中国第一大也是最主要的工业消费品市场。在 5G、人工智能等领域蓬勃发展的今天，智能手机在改变了人们获取信息的方式和习惯的同时也会影响消费者行为。智能手机能够满足人们的各种需要，与智能家居相连，部分替代平板电脑，计算机，扫描仪，摄像头等。此外，智能手机也是一个非常庞大的消费市场。智能手机市场的发展前景必须与科技创新、服务创新、营销组合创新相结合,正在创造更新更好的市场机遇。 华为已经深耕通信领域十多年，为全球百分之三十以上的人口提供服务，其强大的国际市场影响力导致美国政府对其实施封锁，极大的打击了华为在智能手机领域的发展趋势。值得一提的是，在当今手机行业，4G 与 5G 正处于并行不悖期间，5G 基础设施的搭建尚不完善，一定程度上为华为公司拓展融合产品及业务提供了待时而动的契机，可以重新调整战略目标及发展方向，如围绕华为智能机搭建全屋智能家电、智慧应用、全场景体验等等。 本文将对华为智能手机现有的营销现状开展分析，发现问题和机会，通过对比总结智能手机行业竞争现状，根据当下华为智能手机渠道营销的现实条件，提出市场营销组合策略优化对策，并从可操作性的视角，提出营销策略的实施保证措施，目的在于助力华为智能手机更好地发展起到一定的参考作用。同时对国产其他手机也有借鉴作用，对相关理论发展也有一定意义。 | |
| 英文摘要： | China is the largest mobile phone market in the world, and its market share of smart phones has boosted enormously. In the past few decades, the smartphone market has progressed rapidly and has occupied a significant position in China’s industrial consumer goods markets. With the booming of artificial intelligence and 5G, smart phones play an increasingly important role as media. Smart phones can meet a variety of needs, connect to smart homes, and partially replace tablets, computers, scanners and cameras. The smart phone market has a broad prospect. However, for further development, it is important that the smart phone market combine with technological and scientific innovation, service innovation and marketing combination innovation to seize market opportunities with newer and better products. Huawei has been deeply involved in the communication field for more than 10 years, providing services to more than 30% of the world's population. Its strong international market influence has prompted the United States to impose a blockade on it, which has dealt a great blow to Huawei's development trend in the field of smart phones. Additionally, in current mobile phone industry, the construction of 5G infrastructure is not adequate enough so that 4G and 5G are still existing simultaneous. To some extent, it provides Huawei with an opportunity to expand its integrated products and services, and it can readjust its strategic objectives and development direction, such as building a whole house of smart appliances, smart applications, and full scene experience around Huawei's smartphones. This paper will investigate the circumstance of Huawei mobile phones in current market, seek problems and look for opportunities, and propose reasonable suggestions. Also, the paper will make comparison analysis and evaluate the smart phone industry. On the basis of the current reality of Huawei's smart phone channel marketing, improve and put forward reasonable improvement suggestions and implementation strategies with reference value, which will play a certain reference role in helping Huawei's mobile phone develop channel marketing. At the same time, it also has reference value for other domestic mobile phones and has certain significance for the development of relevant theories. | |
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