华为品牌手机市场调研.doc

学校代码：10484 学 号： 河南财经学院 HENAN UNIVERSITY OF FINANCE AND ECONOMICS 自学考试（市场营销专业）本科生 论文 论文题目：华为品牌手机市场调研 专业名称：市场营销 工作单位： 作者姓名： 联系方式： 华为品牌手机市场调研 摘 要 随着计算机技术、信息技术的高速发展，全世界电信业也正在高速发展中，运营商方面，我国电信业在移动、联通、电信三巨头的带领下也正在走向成熟和完备，而设备商方面华为、中兴等诸多企业也在逐步走向世界。华为在近几年的发展中，业务逐渐全面、市场逐渐完善，所以本文以华为公司手机市场营销策略为例来进行分析。 本文结合华为内部环境的分析，明确了华为在国内开拓手机业务的优势、劣势、机遇和挑战。在以上调研分析的基础上，文章提出华为应采取集中化策略，集中资源和优势先期进入中国东部区域大中城市的消费者市场，以专业化满足商务型人士和大学生消费者的需求，待局部优势取得后，再向其他市场扩张的战略思想。最后文章针对两个目标消费者细分市场的特点，结合4P营销理论、品牌价值理论，设计了相应的产品、价格、分销、促销营销策略等营销策略的组合，具有一定的针对性和参考性。 关键词：华为手机 市场调研 手机营销 营销渠道 China is brand mobile telephone market research Abstract With the fact that computer art , the IT high speed develop, the whole world telecommunication is in motion and does business in being developing at top speed already also, discussing aspect , the trend is also in course of mature and complete under our country telecommunication job leading in displacement , Unicom , telecommunication three giants, equipment merchant aspect China a lot of enterprise such as being , coming back to activity also is going globewide step by step. China is in development of the past few years , business is gradually all-round , the marketplace is gradually perfect, therefore the main body of a book use China in order company mobile telephone marketing and sales tactics comes to carry out analysis for the example. The main body of a book having been the inside environment analysis combining with China , have made clear that China is advantage , inferior position , opportunity and challenge opening up mobile telephone business in in the homeland. The article brings forward Hua Wei Ying on the analytical basis surveying in all above, adopting centralization tactics , concentrate resource and advantage entering Chinese east area large and medium-sized cities consumer market earlier on, the need satisfying the business affairs type personage and the college student consumer with professionalization, faces the strategic