Research On M Network Business Division Of Huawei Company Marketing Strategy

Optical network equipment is an important and indispensable part oftelecommunication network,it has been highly valued by the telecom equipmentmanufacturers.In recent years,the global economic downturn and global optical networkequipment manufacturing industry has gradually entered a slow growth period.Theglobal optical network equipment market size of$14.5billion,down7%in2012.Industry market scale and capacity,product margins continued to decline.Huawei is a25-year history of Chinese private full range of communicationsequipment manufacturers. M network business division is separate strategic businessunit of the optical networking business areas. It is responsible for the production andmarketing of the optical networking equipment. After10years of rapid marketexpansion, market growth rate and gross profit rate also dropped. Business divisionfuture marketing is facing major challenges, the urgent needs new thinking to futuremarketing strategy.With the increasingly fierce competition, service market has becomea new focus of competition. This paper studies the Huawei M network business divisionservice marketing strategy, put forward the service marketing strategy, strategicplanning and marketing strategy.Firstly, using five forces model analysis of the external environment PESTanalysis of the macro environment, the Huawei M network business division andmicro environment, the Huawei M network business division in the industry faced thethreat came mainly from the competitors in the same industry competitive pressure andtelecom customer itself bargaining power. Under the environment, the business divisionshould be defined firstly, accurate service market challenger to own. The real-timestrong, personalized service solutions as the main point of the implementation of servicedifferentiation strategy, differentiation advantage.Secondly, the use of SWOT analysis method analysis of the business divisionfacing marketing environment, through the strategic management analysis tool, thebusiness division is in an external opportunity, at the same time, business division alsohave the corresponding ability and resources. M business division should seizeopportunities, make full use of the favorable opportunity, avoid threatening factors. With SWOT analysis, put forward the M network business division should taking SOstrategy, namely the expansion strategy of the conclusion.Finally, based on differences in M network business division service in the marketcompetition strategy should be immediately solved in strong personalized programmeof competitive strategy, through the support and integration of global resources, meetthe demands of real-time service operators, personalized and rapid response. Thebuilding management service quality and user experience leading differentiationstrategy.