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论文编号：	14781
作者编号：	2120223728
上传时间：	2024/6/10 23:31:28
中文题目：	华为KL品牌天津市场的营销策略研究
英文题目：	Research on the Marketing Strategy of Huawei KL Brand in Tianjin
指导老师：	张国萍
中文关键字：	华为KL品牌；天津市场；品牌营销；营销策略；策略保障
英文关键字：	Huawei KL Brand; Tianjin Market; Brand Marketing; Marketing Strategy; Strategic Safeguards
中文摘要：	随着全球经济一体化和信息技术的快速发展，高科技企业面临着前所未有的市场机遇与挑战。特别是在5G时代，这种技术的革新为企业提供了新的业务扩展方向。华为作为全球领先的信息与通信技术（ICT）解决方案供应商，其市场策略的调整和优化尤为关键。尤其是伴随着华为KL子品牌的推出，标志着其在5G分销产业的深入布局。鉴于此背景，本研究将以天津市场为目标市场，采用文献分析和案例研究的方法，对华为KL子品牌在天津市场的营销策略进行深入探讨。首先，通过分析相关文献，理解市场营销理论及品牌营销的现有研究；其次，通过案例分析法，具体分析华为在天津市场的营销实践和成效，以实证数据支持研究假设。 营销理论研究方面，通过对传统营销4P营销组合理论的革新解读，深挖了这些理论在天津市场营销中的应用。华为KL品牌在天津市场的营销分析主要从公司核心业务展开，详细分析了产品特点、客户构成，以及渠道策略。针对SWOT分析，研究分别从外部宏观经济、竞争环境和内部环境剖析华为天津业务的外部环境，同时从对公业务架构、产品结构、行业客户和营销体系四个方面展开内部分析，以确保策略建议的充分性和针对性。战略定位方面，本研究提出了基于安全产品、高价值客户的市场定位指导思想，通过市场细分、市场需求定位、行业定位和客户定位等多维度分析，制定了具有针对性和操作性的营销策略。具体策略中，产品策略着重于核心产品的提升和定制化解决方案，定价策略引入成本导向定价、市场竞争定价等灵活机制，营销渠道策略探索了线上线下营销、直销及新直播平台等模式，促销活动策略强调了社交媒体传播及公共关系联动。为确保策略执行的有效性，研究还制定了针对风险的管理机制、客户资源的深化管理和营销队伍的建设及人才培养机制。本文希望通过提出的华为KL品牌在天津市场具有持续竞争力策略保障，对类似企业在全球化市场上的营销实践具有重要的参考价值。
英文摘要：	With the rapid development of global economic integration and information technology, high-tech enterprises are facing unprecedented market opportunities and challenges. Especially in the 5G era, this technological innovation provides new business expansion directions for enterprises. As a leading global provider of information and communication technology (ICT) solutions, Huawei's market strategy adjustment and optimization are particularly crucial. Especially with the launch of Huawei's KL brand, it marks its deep layout in the 5G distribution industry. In view of this background, this study will target the Tianjin market and use literature analysis and case study methods to deeply explore the marketing strategy of Huawei KL brand in the Tianjin market. Firstly, by analyzing relevant literature, understand the existing research on marketing theory and brand marketing; Secondly, through case analysis, analyze Huawei's marketing practices and effectiveness in the Tianjin market in detail, and support the research hypothesis with empirical data. In terms of marketing theory research, by innovating and interpreting the traditional 4P marketing mix theory, the application of these theories in Tianjin market marketing has been deeply explored. The marketing analysis of Huawei KL brand in the Tianjin market mainly focuses on the company's core business, detailing product characteristics, customer composition, and channel strategies. For SWOT analysis, this study analyzes the external environment of Huawei's Tianjin business from the perspectives of external macroeconomics, competitive environment, and internal environment. At the same time, internal analysis is conducted from four aspects: corporate business architecture, product structure, industry customers, and marketing system to ensure the adequacy and pertinence of strategic recommendations. In terms of strategic positioning, this study proposes a market positioning guiding ideology based on safety products and high-value customers. Through multi-dimensional analysis such as market segmentation, market demand positioning, industry positioning, and customer positioning, targeted and operational marketing strategies are formulated. In the specific strategy, the product strategy focuses on improving the core products and customizing solutions. The pricing strategy introduces flexible mechanisms such as cost oriented pricing and market competition pricing. The marketing channel strategy explores online and offline marketing, direct sales, and new live streaming platforms. The promotion activity strategy emphasizes social media communication and public relations linkage. To ensure the effectiveness of strategy execution, a risk management mechanism, in-depth management of customer resources, construction of marketing teams, and talent cultivation mechanism have also been developed in the study. This article aims to provide important reference value for similar enterprises in their marketing practices in the global market by proposing a sustainable competitive strategy for the Huawei KL brand in the Tianjin market.
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