品牌手机营销策略分析.docx

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品牌手机营销策略分析
XXXX大学
论 文
品牌手机营销策略分析
学 院：
专 业：
学 生：
指导教师：
2015年3月20日
摘要：从1987年中开始运营900MHz模拟移动电话业务至今的20多年时间内，中国的移动通讯发展十分迅速。2014年中国智能手机用户超过5亿人，成为只能手机用户最多的国家，中国成为全球最大的手机市场。
在中国手机市场发展日趋成熟、竞争也日益激烈的今天,华为技术有限公司(以下简称华为)也在积极探求如何有效地进入这一市场。本文首先分析了影响中国手机行业发展的宏观环境和中国手机市场的发展现状,并进一步结合华为内部环境,明确了华为在国内开拓手机业务的优势、劣势、机遇和挑战。然后文章针对华为公司手机业务的消费者市场进行细分，其中包括商务型消费者市场和大学生消费市场。最后文章设计了相应的产品、价格、促销、渠道等营销策略的组合，给华为未来的发展提供了参考。
关键词：华为公司 市场营销 手机营销 营销渠道
Abstract: From 1987 began operating 900 MHZ analog mobile phone business has more than 20 years of time, China's mobile communications development is very smartphone users in China more than 500 million people, become the only country with the largest number of mobile phone users, China became the world's largest mobile phone market.
Mature of mobile phone market in China, the competition is increasingly fierce today, huawei technologies co., LTD. (hereinafter referred to as "huawei") are also actively explore how to effectively into the paper first analyzes the macro environment influence the development of Chinese mobile phone industry and the development status of China mobile phone market, and further combined with huawei internal environment, has been clear about the huawei in China to develop mobile phone business strengths, weaknesses, opportunities and aiming at huawei mobile phone business to consumer market segments, including business and college students' consumption market consumer the article designs the corresponding product, price, promotion, channels, such as marketing strategy combination, provides reference for the future development of huawei.
Key words: Huawei Company marketing mobile phone marketing marketing channel
目录
第一章 华为技术有限公司
华为公司简介
　　华为技术有限公司是一家生产销售通信设备的民营通信科技公司，总部位于中国广东省深圳市龙岗区坂田华为基地。华为的产品主要涉及通信网络中的交换