Research On Marketing Strategy Of Huawei High-End Smart Phones

After Huawei Terminal Company moved from the customized strategy to independent brand strategy,Huawei has launched Mate series products for business men and P series products for fashion crowd,enabling Huawei’s mobile phone products to enter the domestic high-end smartphone market successfully.According to the third survey data provided by Huawei,in 2016 the domestic high-end intelligent mobile phone market Apple Corp accounted for 83%,the Huawei Corp’s share is 10%,the Samsung Corp’s share of 5%,the other 2%market share occupied by OPPO company and other companies.In addition,according to Huawei’s 2016 annual report,the sales revenue of mobile phones has increased by more than 40%,but the profit margin was falling.Based on the above background,this paper studies the marketing strategy of Huawei high-end smartphones in Chinese market,the thesis use PEST analysis model analyzed the external environment of Huawei Company and point out the domestic smart phone market is in the stage of consumption upgrading.The thesis analyze of Huawei ’s competitive strategy by using "Five Forces Model",and use 4Ps marketing theory to analysis the marketing strategy of Huawei’s main competitors including Apple,Samsung and OPPO,providing a reference for the optimization of Huawei’s marketing strategy.In this paper,it use the 4Ps marketing theory to analyze the current situation of Huawei’s high-end smartphone marketing strategy,use SWOT analysis model to analyze Huawei’s strategic status,and point out the strengths and weaknesses of Huawei,and the opportunities and threats of business development.Through the analysis of the existing problems with Huawei high-end smartphone marketing strategy,the thesis propose to optimize the product positioning,brand cooperation,channel relationship and promotion proposal based on 4Ps marketing theory,this paper provide favorable ideas for Huawei’s market oriented to expand it’s market share,these proposals also have significance referential to other domestic manufacturers expand the high-end market share.