华为智能手机差异化营销的策略的研究.doc

惠州学院 HUIZHOU UNIVERSITY 毕 业 论 文 中文题目：华为智能手机差异化营销策略研究 英文题目：Research on Differentiation Strategy of Hua Wei Smartphone Marketing 姓 名： 学 号： 专业班级：市场营销（1）班 指导老师： 提交日期：2014年5月23日 教务处制 华为智能手机差异化营销策略研究 摘 要 2012年中国已崛起为全球第一大智能手机市场。Research on Differentiation Strategy of Hua Wei Smartphone Marketing Name:Lan Xuke，Major: marketing , Instructor: Liu Heng Lecturer Abstract In 2012, China has become largest smartphone market in the world. In this large market, with the popularity of smartphone, the phenomenon of product homogeneity is becoming increasingly obvious. Domestic mobile phone manufacturers are mostly on the effort of smartphone which are sold one thousand yuan, seizing more low-end market. But in the high-end market, the flagship products are numbered. However, the international mobile phone manufacturers have increased its efforts to develop low-end market in the saturated market and seize the low-end market that the competitiveness of domestic smart phones is inadequate increasingly. Based on the research of Huawei smartphone product, this article finds that there are many problems in Huawei product strategy according to the theory analysis of product differentiation marketing, especially in product innovation and brand building. This article aims at these problems and combines with the theory analysis of product differentiation marketing to help Huawei seize more market share and profits and make it develop more and more better and fastly. Key words： Smartphone market Differentiated marketing theory Product differentiation Huawei 目 录 1 前言 1 1.1 选题背景 1 1.2 选题研究必要性分析 1 2 市场营销理论概述 2 2.1 差异化策略定义 2 2.2 产品差异化策略 2 2.2.1 产品差异化策略定义 2 2.2.2 产品差异化策略内容 2 3 国内智能手机市场环境 3 3.1 国产手机基本情况 3 3.2 国产智能手机产品问题 3 3.2.1 缺乏核心竞争力 3 3.2.2 品牌建设力度不足 3 4 华为智能手机竞争策略分析 4 4.1 华为智能手机发展历程 4 4.2 华为智能手机产品定位 4 4.2.1 华为手机产品定位 4 4.2.2 国产品牌转型高端定位 5 4.3 华为手机产品研发 6 4.3.1 提高研发预算 6 4.3.2 核心自主化 6 4.4 华为手机品牌产品建设 7 5 华为手机差异化存在问题 8 6 华为智能手机产品差异化对策 8 6.1 更加完善的产品定位 8 6.1.1 产品定位是产品差异化策略实施的前提 8 6.1.