华为手机战略定位研究剖析.docxVIP

毕业设计（论文）题目华为手机战略定位研究届：专业：学生姓名：学号：指导老师：职称：2014年 11月 24 日华为手机战略定位研究[摘要]本文研究分析了华为在进入手机市场初期的营销战略和策略，还分析了中国手机行业发展的法观环境和发展现状，进一步根据华为自身条件的分析，分析了华为在国内开拓手机业务的优势、劣势、机遇和挑战。本文提出了华为手机起初要进入大中城市的市场，应该采取集中化等策略，而要满足各阶层消费者的需求，首先必须专业化，在取得优势后，再利用适当策略占据其他消费者市场。文章在最后结合市场营销理论、战略管理理论、管理经济学等理论，进一步优化了华为的品牌定位。关键词智能手机品牌定位对策（Abstract为小4号Arial，后空一格以5号Arial体，1.5倍行距输入英文摘要内容）（英文题目采用小3号Arial字体，后以小四字体空一行输入摘要内容，除介词外，每个词首写字母应大写）Huawei mobile strategy research[Abstract] In recent years， the social economy and the science and technology continues to develop， and peoples living standard are also increasingly improve， mobile phone penetration rate is also more and more high， are of great help to peoples work， life and study， China mobile phone industry is in rapid growth. Chinese intelligent mobile phone market has exceeded USA became the largest intelligent mobile phone sales market. The domestic mobile phone market in the increasingly fierce competitive environment， the domestic mobile phone manufacturers because of their own problems， such as brand awareness， marketing ability， core technology， quality and after sale service， competitive advantage is weakening， the rate of market share is declining year by year， how to grasp the opportunity to success， get rid of the difficult position， enhance core competitiveness， to develop more in line with the competitive environment of the marketing strategy， form the lasting competitive advantage， gain a firm foothold in the world market， domestic mobile phone enterprises now need to consider the problem of. In this situation， this paper analyzes the Huawei entered the mobile phone market at the early stage of the marketing strategy and tactics.[Key words]IntelligentMobile phoneBrand marketingStrategy（目录二字4号黑体居中，下以小四字体空一行，目录正文为小4宋体，行距为1.5倍，并且二级标题退两格，注意摘要、目录本身不编页码。）目 录第一部分从三个方面综述与本文相关的理论知识（一）何为“定位理论”品牌定位是一个综合性的观点，是营销事件想要成立的，受形象感知主体主观感触感染及感知体例、感知远景等影响，而在心理上构成的一个遐想性的集合体，品牌是一种资产，品牌定位应具备独特本性。贝尔觉得品牌经过进程公司形象、使用者形象和产品/处事自己形象三个子形象得以表示，而品牌定位好的起点是消费者对品牌相关特点的联想。这些联想可以分为“硬性”和