华为智能手机差异化营销策略研究方向.docVIP

惠州学院 HUIZHOUUNIVERSITY 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 onDifferentiationStrategy of Hua WeiSmartphone Marketing 姓 名：蓝旭科 学 号：100402109 专业班级：市场营销1）班 指导老师：刘珩 提交日期：2018年5月23日 教务处制 华为智能手机差异化营销策略研究 姓名：蓝旭科 专业：市场营销 指导老师：刘珩 讲师 摘要 2018年,中国已崛起为全球第一大智能手机市场.随着智能手机地普及,产品同质化现象日趋明显.国产手机厂商大多都是在千元智能手机上下功夫,抢占更多地低端市场,在中高端市场,旗舰产品屈指可数.然而,国际手机厂商在市场饱和地情况下加大了对低端市场地开发力度,抢占低端市场,国产智能手机产品竞争力不足日趋体现. 本文通过对华为智能手机产品地研究,以产品差异化营销理论方法分析,发现华为公司在产品策略上存在着不少地问题,特别是产品创新、品牌建设方面凸显地日益严重.针对这些问题,结合产品差异化营销理论地内容,制定华为智能手机产品地营销策略,来帮助华为公司抢占更高地市场份额和利润,使得企业更好更快地发展. 关键词 手机市场 差异化营销理论 产品差异化 华为智能手机 Research on Differentiation Strategy of Hua Wei SmartphoneMarketing Name:LanXuke,Major: marketing , Instructor: Liu Heng Lecturer Abstract In 2018, China has become the 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 combineswith 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 marketDifferentiated marketing theoryProduct differentiationHuawei 目录 TOC \o 1-3 \h \z \u 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.