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Huawei Mobile Marketing Strategy

Author: ShengQiang
Tutor: HanZhiJun
School: Nanjing University of Technology and Engineering
Course: Business Administration
Keywords: Phone Centralized policy Marketing Strategy
CLC: F279.26
Type: Master's thesis
Year: 2005
Downloads: 1331
Quote: 2
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Abstract


In the development of China 's mobile phone market matures , competition is becoming more intense , Huawei Technologies Co. , Ltd. (hereinafter referred to as Huawei ) is also actively exploring how to effectively enter this market . This paper first analyzes the macroeconomic environment affecting the development of China 's mobile phone industry and the current development of China 's mobile phone market , and further integration of the the Huawei internal environment analysis , the clear advantages of Huawei to develop the mobile phone business in the country , weaknesses, opportunities and challenges . Then the article use the statistical method of regression analysis , the GDP per capita of the urban population and to some extent reflect the spending power of consumers is drawn to two decisive factors affect a regional mobile phone market size . On the basis of the above analysis , the paper proposes Huawei should take centralized strategy to focus its resources and advantages of pre- consumer market into the large and medium-sized cities of China 's eastern region , to meet the consumer demand of Business people and college students specialization until the local advantage made to expand to other markets , strategic thinking . Last article for the characteristics of the two target consumer segments , combined 4P marketing theory , the theory of brand value , database marketing theory , design of products , prices , distribution , promotional , branding , database marketing strategy , marketing strategy combination the targeted period Huawei successfully enter the Chinese mobile phone market and the long-term development , and provide a useful reference .

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CLC: > Economic > Economic planning and management > Enterprise economy > Companies around the world economy > China > Individual enterprise economy
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