The Research On The Strategy Of Double Brand In The Internationalization Of Huawei Mobile Phone

As the domestic market becomes increasingly saturated,more and more companies are gradually participating in international competition,so brand strategy is also increasingly being valued.Through the realization of brand internationalization,companies can directly learn demand information from foreign consumers and provide more attractive products based on consumers' preferences;Brand internationalization can also rapidly expand the market,increase the product's international visibility and influence,and thereby increase its share in the international market.In order to better participate in international competition,many companies have proposed a dual-brand or multi-brand strategy,that is,in addition to the existing main brand,there are also sub-brands or other sub-brands.However,in the existing literature,the dual-brand strategy Strategic research is mainly concentrated in the automotive field or the cosmetics field.Few documents analyze the dual-brand strategy in the mobile phone field.Therefore,the innovation of this article is to select the representative Huawei company in the dual-brand strategy in the mobile phone field.As a research object,analyze its dual-brand strategy in international operations,hoping to give other companies that want to implement dual-brand strategies in international operations as a reference.Among them,Huawei's dual-brand refers to its consumer business.The two brands include "Huawei" and "Honor".This paper first elaborates the research background,significance,methods and possible innovation points.The research methods are literature review and case study.Then,the paper introduces the relevant concepts and theories,as well as the implementation conditions of the dual brand strategy in international operation and the possible factors restricting the development of the dual brand strategy.Among them,the implementation conditions of the dual brand strategy include strong fund support,the enterprise should have the corresponding core competitiveness and the capacity of the brand segment market should be large enough,The restrictive factors of dual brand strategy include the increase of brand management,brand competition and the increase of risk caused by unpredictability.The failure of dual brand strategy in many enterprises may not be due to the problems of the product itself,but because they do not have the conditions for the development of double brand strategy,or some external factors restrict the development of the brand.Secondly,the paper introduces the current situation of Huawei mobile phone internationalization,including the delivery volume of Huawei mobile phone,the popularity of global brands and the share in the international market.Then,it analyzes the reasons for Huawei mobile phone internationalization,and the formulation and implementation process of Huawei's dual brand strategy.In the fourth chapter,the paper discusses the positive impact of dual brand strategy on Huawei in the internationalization of Huawei,and the fifth chapter analyzes the problems existing in the internationalization of Huawei dual brand strategy.Finally,in the sixth chapter of this paper,the author puts forward the corresponding countermeasures and suggestions for the above problems,and then summarizes the whole paper in the last part of this paper.Through the analysis of Huawei's dual-brand strategy in its international operations,the following conclusions can be drawn: Huawei is able to implement the dual-brand strategy because Huawei has the prerequisites for implementing the dual-brand strategy,including financial support,core competitiveness,and A sufficiently large brand segmentation market capacity,etc.;Huawei's dual-brand international operations can be summarized as the initial stage,breakthrough stage,and consolidation stage;the dual-brand strategy has brought a series of positive effects to Huawei,such as: increasing market share,Increased brand awareness,enhanced market competitiveness,and deeply shaped the brand positioning.However,there are also some problems in the business process of Huawei's dual-brand strategy for mobile phones,such as improper marketing strategy leading to excessively high costs,and there are some parts between the two brands.Market competition,unsatisfactory cooperation with local operators,low transparency,and lack of international management talents.To this end,Huawei should integrate marketing resources,realize talent localization,clarify market segments,strengthen communication and cooperation with local operators,and improve Transparency in operation and management,strengthening independent research and development capabilities,etc.