A Research On Marketing Strategy Of Huawei's 3G Cell Phone

With the "using of 3G network in Chinese Mainland in 2009, the market of 3G cell phone products expands rapidly. In many developed cities such as Shanghai, many manufacturers which produce 3G cell phone products contest, and Huawei company makes a drastic competition in Shanghai. In the market of 3G cell phone products, it is important to win the competition game to design marketing strategy.First of all, PEST model is applied to analyse marketing circumstance of 3G cell phone products in Shanghai from macrocosmic and microcosmic circumstance. Secondly, the actuality of Huawei is analysed from Huawei's enterprise culture, R&D capability, HR and management capability and Devotion&Product in 3G cell phone filed. Then, SWOT matrix is used to analyse Strengths, Weakness, Opportunities and Threats.Thirdly, market segmentation, select target market and market positioning theories and methods are applied to study the market segmentation and positioning of 3G cell phone products in Shanghai. Forthly,4P marketing theory, brand marketing theory and data-base marketing theory, the product, price, place, promotion, brand and data-base marketing strategy have been designed to advance market of Huawei's 3G cell phone products in Shanghai. In product strategy, present Huawei's 3G cell phone style should be redesigned to adapt target market. In price strategy, consult price should be applied to fashionable customer market, and neglect fat price should be applied to business customer market. In data-base marketing strategy, customers in Shanghai can be track service by information from the data-base. So the R&D of Huawei's 3G cell phone products can be joined with customers in Shanghai.Finally, to achieve the design goal, the marketing strategy should be executed and controlled.This study will not only analyze the marketing character of 3G cell phone products, but also help Huawei to know how to make the 3G marketing strategy in Shanghai. And it also can be refered by other 3G cell phone makers to develop their marketing strategy in 3G era.