Research On Brand Communication Strategy Of Huawei Terminal Products In European Market

Under the background of economic globalization and world economic integration,the essence of market competition is brand competition.Brand internationalization is the future development direction of Chinese enterprises,and it is also the core and key of our country’s future economic development.Huawei Corporation is one of the first companies in China to carry out globalization services.It has achieved breakthrough business growth in many countries and regions in the world,especially in the European market.In recent years,Huawei’s terminal sales revenue and market share have not only increased significantly in the European market,but its brand value,brand influence,and other rankings in the world’s major brand values have also increased year after year.Huawei deserves to be a model for Chinese companies to enter the overseas market.Therefore,this article uses the brand communication strategy of Huawei’s terminal products in the European market as a case study object.The development of Huawei’s terminal brands was divided into three periods: the initial period(2003-2011),the growth period(2012-2015),and the maturity period(2016-present).And integrated marketing communication theory as its theoretical fulcrum,analysis of its brand communication strategy and dissemination effect.The article is roughly divided into the following sections: The first part of the introduction elaborates the origin of the research,the significance of the research,the problems and methods of the research,and the research review.The second part combs the concepts involved in the paper.The third part mainly elaborates the changes and current situation of Huawei’s terminal products.The fourth part is the core content of the article,namely the brand communication strategy of Huawei’s terminal products in the European market in different periods.The fifth part is the inspiration and reflection of the brand communication practice of Huawei’s terminal products in the European market.Through analysis,it is concluded that Huawei’s brand communications strategy adopted on the European market has greatly improved its brand awareness,brand reputation,brand influence,and brand value.These “achievements” are due to the correctness of Huawei’s brand communication strategy adopted in the European market.The most important thing is that Huawei’s terminal products have won the recognition of the vast number of consumers with its excellent product quality,perfect service system,strong corporate culture andunique spiritual content.In addition,the successful experience of Huawei’s end product brand communication practices in the European market also provides valuable lessons for other domestic brands in the dissemination practice at the international level.