华为国际市场营销策略探析-工商管理专业论文.docxVIP

归纳法进行实证研究，从华为的市场细分、目标市场的选择、产品定 归纳法进行实证研究，从华为的市场细分、目标市场的选择、产品定 位以及4P(产品、价格、渠道、促销)和4C(顾客、成本、便利性、 沟通)等方面探讨华为的海外扩张战略，对中国企业的国际化进程提 供了合理的建议，中国企业进军国际市场应该主要从品牌建设、投资 战略、人力资源、国际化的管理、产品技术、企业文化等方面提高自 己的竞争力，才能在竞争激烈的国际市场上取得一席之地。 关键词：华为国际市场营销STP 4P 4C AbstractThe Abstract The international market and the domestic consumption and investment are the three greatest motivations that pull to move China’S economy to increase．After joining in WTO in 2001，The international market was doubtless to enlarge the influence of the Chinese economy． For Chinese enterprise，how to”walk out”and make use of the resources of the intemational market further and how to rein an international market and integrates an economic globalization through the international marketing needs to be researched． the Shenzhen Huawei was established in 1987 with only￥24，000 registered capital．Now it has become the sales income of the year ￥46，200，000，000 and the leader of the communication enterprise in China．The Huawei providing the company with a world sales and the services network shows it has obtained a grave breakthrough continuously in the oversea market．It is continuing to expand an own business all—directionsly within the scope of world currently．All kinds of product have already entered to include flourishing nation in Western Europe．North America etc．inside of the market of more than 40 nations and regions．After China joined in WTO，the internationalize becomes a necessarily road to Chinese enterprise．The road of the Chinese enterprise internationalizes walks more difficully with the advantages of cost becoming small．How to create a long—last Competition ability is the most pressing question for the Chinese enterprise to entry international market．The internationalization strategy of Huawei is worthing to research since other enterprise almost failed． The main structure of the article iS as follows： Chapter 1，The competition environment of the chinese communication enterprise faced after China join WTO