华为手机校园促销方案前期策划.doc
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华为手机校园促销方案前期策划
篇一：
华为智能手机营销策划方案1 专 业 设 计 题 目 学 院 专 业 班 级 学生姓名 指导教师 职称 华为智能手机营销策划方案 商务策划学院 市场营销专业 10市营一班 周恩泽、马岩、刘兵 孙在国 教授 2017 年5 月 13 日方案成绩评定表 学院：
商务策划学院 班级：
10市营一班 学生姓名：
周恩泽 马岩刘兵 学号：1814、2017041144 目录
一、摘要······················································4
二、市场营销现状··············································5
1.市场形势················································5 2.产品形势·················································8 3.竞争形势·················································11 4.配销形势·················································13
三、机会与问题分析·············································14
四、目标·······················································18
五、市场营销策略···············································21
1.目标市场················································21 2.产品策略·················································21 3.价格策略·················································23 4.渠道策略·················································25 5.促销策略·················································28 6.广告·····················································30
六、行动方案··················································31
1.校园市场推广活动方案·····································31 2.华为专卖店推广方案·······································33
七、预算······················································37
八、附件·······················································38华为智能手机营销策划方案 作者：
周恩泽、马岩、刘兵 指导老师：
孙在国
一、摘要 智能手机市场是全球规模最大，发展最快，竞争最激烈的市场之一。它是一个由品牌形象、产品定位等多个因素共同决定市场成败，需要富有竞争力的产品以及合理的渠道开发来推动市场。它还是一个随时在变换格局、新品竞出的市场。创新成为了决定整个市场的核心要素。同样是手机霸主，诺基亚用了十几年的时间建立起的symbian帝国，被苹果公司用3年时间打垮；苹果公司用了4年时间建立起来的高端形象，被三星用了3代产品赶超。竞争还在继续。
机海战略、集中战略、机海混合集中战略在这片市场上上演。三星手机依靠机海混合集中的战略，强大的整合供应链的能力取得了成功。拥有同样强大整合能力的华为公司，应该怎样面对才能像赶超思科公司那样，战胜三星公司。
我们将从前期市场调查，对整个智能手机行业进行分析，并对华为智能手机进行了SWOT分析，根据所做分析对华为智能手机提出了合理的营销策略（包含：
目标市场、价格、渠道、促销、广告等方面）。最后作出了相应推广方案及全国市场总预算。
二、市场营销现状
1.市场形势
1.1调查背景 市场上手机品类繁多，竞争也日益激烈。为了促进中国本土品牌的华为终端的市场营销，打造其“高品质、高质量”的品牌形象，我们小组做了以下调查和分析，希望华为手机终端做到世界第一手机终端制造商。
调查方法：
随机抽样 样本总数:100份 有效份
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