华为的营销策略有哪些

《华为的营销策略(全新白金版)》是一本对中国企业界传奇——华为的快速成长做出的一个全方位解码其经营管理智慧的书。它是一套将学习华为推向最高潮的巅峰力作，是国内首次全面剖析华为创新之道。全书以理论和实际相结合的笔触，从营销策略着手，用独特的视角揭示了一直自诩为狼的华为在发展过程中客户关系行销、让一线直接呼唤炮火、农村包围城市等一系列独具特色、让人眼花缭乱的营销哲学。

搜索

2020新型营销

门店引流19种方法

华为高端销售方案

怎么快速推广自己产品

产品营销的100个思路

品牌营销五步引流

苹果和华为在中国市场品牌营销策略的对比分析研究_英语论文

The Analysis and Comparative Study of Brand Strategies of Apple and Huawei in Chinese Market

摘要

在现如今竞争激烈的手机市场中，国内手机品牌正在争取能在全球市场中留有一席之地。华为作为著名国内手机品牌近几年在手机业务上发展迅猛。华为采用多品牌策略为其扩大了目标消费人群并增加了销量。另一方面，苹果作为外国手机品牌，在全球市场中的成绩也可圈可点，通过与消费者建立情感联系来建立品牌忠诚度从而留住固定消费者。

如今华为想要进军高端市场，这就意味着它要和苹果进行正面竞争。华为需要调整它的品牌策略来吸引中高端消费人群。本文主要阐释了苹果与华为现在采用的品牌策略，展现了两个品牌间的差异，以及华为能从苹果身上学到的优点。最后，论文对华为如何在竞争激烈的手机市场中提高竞争力提出一些建议。

关键词：品牌策略；苹果；华为

Abstract

In the fiercely competitive mobile phone market, domestic mobile phone brands are struggling to fight for a position in the global market. Huawei, as a famous domestic mobile phone brand, has developed its mobile phone business rapidly in the recent years. It employs multiple-brand strategy to enlarge the group of target audiences and to increase the sales volume. On the other hand, Apple as a foreign mobile phone brand, with a great reputation in the global market, retains its target consumer groups by building emotional relationship like fan-ship with its consumers to build brand loyalty.

As Huawei begins to march to high-end mobile phone market, which means it needs to compete with Apple directly, Huawei has to change its brand strategy to adjust to the need of middle-class and upper-class consumer groups. This thesis mainly demonstrates the brand strategies that Apple and Huawei currently employ, the difference between the two brands, and what Huawei can learn from Apple. Finally, some suggestions are made for Huawei to increase its competitive edge in the fiercely competitive mobile phone market.

Key Words: Brand StrategyAppleHuawei

Contents

Acknowledgements i

English Abstract ii

Chinese Abstract iii

Table of Contents iv

List of Tables v

Chapter One Introduction 1

Chapter Two Literature Review 3

Chapter Three Brand Effect on Chinese Consumers 5

3.1 The Influence of Brand Awareness 5

3.2 The Importance of A Good Brand Image 6

3.3 Brand Loyalty 7

Chapter Four The Analysis of Brand Strategies of Apple and Huawei in Chinese Market 8

4.1 Brand Strategies of Apple in Chinese Market 8

4.2 Brand Strategies of Huawei in Chinese Market 9

4.3 Comparisons between Brand Strategies of Apple and Huawei in Chinese Market 11

4.3.1 Product 11

4.3.2 Price 12

4.3.3 Place 13

4.3.4 Promotion 13

Chapter Five Conclusion 14

References 16

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