智能手机时代国产手机的品牌营销策略分析—华为手机为例剖析

智能手机时代国产手机的品牌营销策略分析

——华为手机为例

摘 要：伴随着科学技术的进步和发展，手机行业也发生着巨大的变革，传统手机被智能手机取代。但在智能手机发展如火如荼之际，国产手机品牌仍然处于一个相对落后的位置。诸多国际品牌分割智能手机市场，在手机行业变革中占得先机。然而，国产手机品牌的发展整体而言却处于落后的境地。

本文以智能手机时代华为手机的品牌营销策略为研究对象。首先通过对研究的背景、意义进行简要阐述，接着对相关研究综述和品牌营销的相关理论进行简要介绍，随后对国产手机行业和竞争环境做出介绍，最后通过对华为手机品牌营销策略的具体分析，对国产手机行业的品牌营销提出建设性意见。

关键词：智能手机；华为；品牌营销策略

I

Analysis on the strategy of brand marketing era intelligent mobile phone mobile phone -- Huawei mobile

phone as an example

Abstract

along with the development and progress of science and technology, mobile phone industry is undergoing tremendous changes, the traditional mobile phone by intelligent mobile phone substitute. But in the intelligent mobile phone development like a raging fire, the domestic mobile phone brand is still in a relatively backward position. Many international brands of intelligent mobile phone market segmentation get ahead in the mobile phone industry reform. However, the domestic mobile phone brand development as a whole is in a backward position.

In this paper, the brand marketing strategy of intelligent mobile phone era Huawei mobile phone as the research object. Firstly, background, and significance of the research are briefly described, and then the theory related to the related research and brand marketing in-depth understanding, then make introduction to the domestic mobile phone industry and the competitive environment, and finally through the concrete analysis of the Huawei mobile phone brand marketing strategy thus proposed to the domestic mobile phone industry brand marketing suggestions.

Key Words：Intelligent mobile phone；Huawei；Brand marketing strategy

2

目 录

摘 要 ............................................................ I Abstract ........................................................... II 1 绪论 ............................................................. 1

1.1 研究背景和意义 ............................................. 1 1.2 相关研究综述 ............................................... 1 1.3 相关理论基础 ............................................... 2

1.3.1 品牌营销策略定义 ..................................... 2 1.3.2 4R理论 .............................................. 2 1.3.3 品牌营销策略意义 ..................................... 2

2 国产手机行业分析 ................................................. 3

2.1 国产手机行业发展历程 ....................................... 3 2.2 国产手机竞争环境分析 ....................................... 4

2.2.1 手机行业的结构变化 ................................... 4 2.2.2 国际品牌带来的市场冲击 ............................... 5 2.2.3 国产品牌内部竞争情况 ................................. 5 2.3 国产手机品牌营销发展历程 ................................... 6 3 华为手机品牌营销策略分析 ......................................... 7

3.1 华为手机简介 ............................................... 7 3.3 华为手机品牌营销策略分析 ................................... 7

3.3.1 品牌准确定位 ......................................... 7 3.3.2 品牌营销和企业文化融合 ............................... 8 3.3.3 品牌促销的规划执行 ................................... 8 3.3.4 多种方式的品牌宣传 ................................... 8 3.3.5 品牌的管理、维护 ..................................... 9

4 结论和建议 ...................................................... 10

4.1 华为手机品牌营销策略研究结论 .............................. 10 4.2 国产手机品牌营销策略建议 .................................. 10

II