华为荣耀手机整合营销传播策略研究.pdfVIP

华为荣耀手机整合营销传播策略研究 摘要 随着社会的不断进步，科技水平的不断提高，人们的生活水平也随之不断提高。在 这个时代背景的带动之下，人们的生活习惯也发生了翻天覆地的变化，一个突出的表现 是现阶段在手机的使用上人们已经完成了功能机到智能机的过渡，并且我国在智能机的 研发和生产方面也有了飞跃的进步，手机的竞争市场从以前的一家独大到现在的百家争 鸣。由于互联网的发展，手机的营销方式也有了翻天覆地的变化，手机厂商不仅仅要以 质取胜还要通过各种方式提高品牌知名度，因此在未来的手机行业竞争中，如何做好自 身的整合营销传播策略成为手机厂商面临的一个重要问题。 本文主要以华为荣耀手机作为研究对象，结合整合营销传播理论，深入分析华为荣 耀手机的整合营销传播策略，总结其成功之处，同时发现存在的问题并且提出解决的建 议。 关键词：华为荣耀；手机；整合营销传播 1 Research on Integrated Marketing Communication Strategy of Huawei Honor Mobile phone Abstract With the continuous progress of society and the continuous improvement of the level of science and technology, peoples living standards have also continuously improved. Driven by the background of this era, peoples living habits have also undergone earth-shaking changes. One outstanding performance is that people have completed the transition from functional machines to smartphones in the use of mobile phones at this stage. There have also been leaps and bounds in R D and production. The competitive market for mobile phones has expanded from the former one to the current hundred. Due to the development of the Internet, the marketing methods of mobile phones have also changed dramatically. Mobile phone manufacturers must not only win by quality but also increase brand awareness through various means. Therefore, in the future mobile phone industry competition, how to do their own integrated marketing communication Strategy has become an important issue facing mobile phone manufacturers. This article mainly takes Huawei Honor mobile phone as the research object, combined with integrated marketing communication theory, deeply analyzes Huawei Honor mobile phone integ