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论文编号：	3099
作者编号：	2120092522
上传时间：	2011/5/26 1:12:17
中文题目：	华为技术有限公司营销策略研究
英文题目：	The Study of Huawei Marketing Strategy
指导老师：	刘建华
中文关键字：	华为技术有限公司,电信设备提供商,营销策略
英文关键字：	Huawei,Telecom Equipment Providers,Marketing Strategy
中文摘要：	随着移动互联网时代的到来，电信运营商之间的业务竞争将更加激烈。首先，国内电信运营商之间的同质竞争趋势显著，以视频业务为例，国内三大主要运营商都建立了自己的视频业务，业务内容和业务模式基本类似；其次，运营商与互联网业界的竞争也日益加剧，运营商正逐步介入即时通讯、电子商务、手机支付等互联网应用领域，与互联网业界展开竞争。移动互联网还与现代服务业高度融合，基于移动互联网的服务平台将使人们在任何时间任何地点获得需要的服务，应用范围更为广阔，为此各个电信运营商不仅在本国内展开对用户的争夺，而且在全球范围内开始网络用户，也由此引起了电信设备提供商之间更为激烈的竞争。华为技术有限公司在这场竞争中所面临着强劲的对手，在刚刚踏出国门进入海外之际，能否依然靠国内的营销策略之路来赢得国际市场，需要进行深入的分析。 全文分为六章，第一章和第六章分别为绪论和结论，第二章到第五章是论文研究的重点章节。首先，在第一章中介绍了论文的研究背景和意义、研究内容和方法以及论文的研究框架。第二章的相关理论回顾对论文写作过程中所用到的环境分析方法 (PEST分析方法、五力模型分析方法、SWOT分析方法) 、目标市场营销理论 (市场细分、目标市场选择、市场定位) 和市场营销组合理论 (产品组合策略、价格组合策略、服务组合策略) 进行了回顾。第三章主要运用PEST分析法分析了华为公司的宏观环境，波特的五力模型分析了华为的竞争环境，并使用SWOT分析法分析了华为的内部环境。第四章分析了华为的市场定位、产品组合策略、价格组合策略和服务组合策略。第五章介绍了华为如何实施产品组合策略、价格组合策略和服务组合策略，并介绍了华为实施营销策略的保障措施。第六章对全文所分析的华为营销策略进行了总结。
英文摘要：	The bussiness competition between the telecom operators is keener and keener with the arrival of the mobile internet. First of all, the homogeneous competition of the domestic market is visibly displayed. For example, the three major telecom operators have established their own video services, and the content and bussiness are essentially similar. Next, as the telecom operators are progressively involved in instant message, e-commerce, and mobile payments, the competition between the telecom operators and the internet service provider will increase day by day. Mobile internet is also a high degree of integration with the modern service industry. With the service platform of the mobile internet, you can get the information whenever it is or wherever you are. Each telecom operator competes for users not only at home but all of the world because the service platform based on the mobile internet is a wider range of applications. It has also caused the more intense global competition between the telecom equipment providers. For just entering the international market, Huawei is facing many strong competitors. It requires in-depth analysis whether it can still rely on the domestic marketing strategy to win the international market. The paper is divided into six chapers. It introduced the research background, significance, contents, methods, and structure in the first chapter. In the second chapter, the author reviewed the relative marketing theory which includes environmental analysis method (PEST, Five Forces Model, SWOT), target marketing theory (marketing segmentation, target marketing, positioning), and marketing combination theory (product portfolio strategy, price portfolio strategy, service portfolio strategy). In the next chapter the author analysed the Huawei’s macro-environment, competition environment, and internal environment with the PEST method , Five Forces Model, and SWOT method respectively. Based on the chapter three, the author proposed the marketing position, product combination strategy, price combination strategy, and service combination strategy of Huawei in the chapter four. The author introduced Huawei how to implement the product portfolio strategy, price portfolio strategy, service combination strategy. At the same time, the author introduced the safeguards which can ensure the marketing strategy proceed smoothly. The author summarized the Huawei’s marketing strategy in the final chapter.
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