5G时代下华为智能手机营销策略研究.docxVIP

PAGE 21 摘要 随着通讯信息技术的发展，手机的更新迭代的周期变短，各手机厂商的技术差距越来越小，手机同质化竞争问题也日趋激烈。虽然当前华为品牌已经达到一定的高度，但随着5G技术的推进，市场将会迎来一波大洗牌，华为手机如何在5G时代保持住自身优势，持续扩大市场占有率，以及解决好内外部竞争问题，是华为公司目前所面临的主要问题。 本文以华为手机为研究对象，理论结合实际探讨及分析华为手机的市场营销策略。首先通过介绍华为手机的概况以及营销现状，运用PEST方法分析宏观环境对华为手机的影响，并进行华为手机主要竞争者分析及SOWT模型分析；最后再运用STP理论和4P理论，对华为手机的营销策略提出问题并给出优化建议。通信技术行业竞争激烈，现已从硬件和价格竞争逐渐转变为品牌和软实力的竞争。因此，改进华为公司智能手机产品营销策略的重要性不言而喻。 关键词：华为，5G，智能手机，营销策略 Abstract With the development of communication and information technology, the cycle of mobile phone update iteration becomes shorter, the technology gap between mobile phone manufacturers is smaller and smaller, and the homogenization of mobile phone competition is becoming increasingly fierce. Although the current Huawei brand has reached a certain height, with the promotion of 5g technology, the market will usher in a wave of reshuffle. How Huawei mobile phones keep their own advantages in the 5g era, continue to expand market share, and solve internal and external competition problems are the main problems Huawei is facing at present. This paper takes Huawei mobile phone as the research object, discusses and analyzes the marketing strategy of Huawei mobile phone based on theory and practice. Firstly, by introducing the general situation and marketing situation of Huawei mobile phones, this paper uses PEST method to analyze the impact of macro environment on Huawei mobile phones, and analyzes the main competitors of Huawei mobile phones and SOWT model; finally, it uses STP theory and 4P theory to put forward problems and optimization suggestions on Huawei Mobile phone marketing strategy. The competition in communication technology industry is fierce, and it has gradually changed from hardware and price competition to brand and soft power competition. Therefore, the importance of improving the marketing strategy of Huaweis smart phone products is self-evident. Key words：Huawei 5th-Generation Intelligent mobile phone Marketing strategy 目录 TOC \o 1-3 \h \z \u 第一章、绪论 1 1.