华为智能手机差异化营销策略研究 17342字 投稿：彭濗濘.doc

华为智能手机差异化营销策略研究 17342字 投稿：彭濗濘 HUIZHOU UNIVERSITY 毕 业 论 文 中文题目：华为智能手机差异化营销策略研究 英文题目： 姓 名：蓝旭科 学 号：100402109 专业班级：市场营销（1）班 指导老师：刘珩 提交日期：2014年5月23日 教务处制 华为智能手机差异化营销策略研究 姓名：蓝旭科 专业：市场营销 指导老师：刘珩 讲师 摘要 2012年，中国已崛起为全球第一大智能手机市场。随着智能手机的普及，产品同质化现象日趋明显。国产手机厂商大多都是在千元智能手机上下功夫，抢占更多的低端市场，在中高端市场，旗舰产品屈指可数。然而，国际手机厂商在市场饱和的情况下加大了对低端市场的开发力度，抢占低端市场，国产智能手机产品竞争力不足日趋体现。 本文通过对华为智能手机产品的研究，以产品差异化营销理论方法分析，发现华为公司在产品策略上存在着不少的问题，特别是产品创新、品牌建设方面凸显的日益严重。针对这些问题，结合产品差异化营销理论的内容，制定华为智能手机产品的营销策略，来帮助华为公司抢占更高的市场份额和利润，使得企业更好更快的发展。 关键词 手机市场 差异化营销理论 产品差异化 华为智能手机 Research on Differentiation Strategy of Hua Wei Smartphone Marketing Name:Lan Xuke，Major: marketing , Instructor: Liu Heng Lecturer Abstract In 2012, China has become the largest smartphone market in the world. In this large market, with the popularity of smartphone, the phenomenon of product homogeneity is becoming increasingly obvious. Domestic mobile phone manufacturers are mostly on the effort of smartphone which are sold one thousand yuan, seizing more low-end market. But in the high-end market, the flagship products are numbered. However, the international mobile phone manufacturers have increased its efforts to develop low-end market in the saturated market and seize the low-end market that the competitiveness of domestic smart phones is inadequate increasingly. Based on the research of Huawei smartphone product, this article finds that there are many problems in Huawei product strategy according to the theory analysis of product differentiation marketing, especially in product innovation and brand building. This article aims at these problems and combines with the theory analysis of product differentiation marketing to help Huawei seize more market share and profits and make it develop more and more better and fastly. Key words： Smartphone market Differentiated marketing theory Product differentiation Huawei 目 录 1 前言 ..................................................................................