I北京理工大学珠海学院 2020 届本科生毕业论文华为手机营销策略研究 华为手机营销策略研究摘 要近年来，经济与科技产业的高速发展，促进了人们生活水平的提高。手机在生活中的普及，改变了人们的生活方式和消费习惯，也让人们对手机产生了一定的依赖性。“5G 时代”的到来，进一步促进了我国手机产业的发展。中国是世界上最大的手机销售的市场，但目前我国的手机出货量的增速有所降低，手机销售市场处于一种相对饱和的状态，再加上国外的竞争者在电子科技水平上处于领先的地位，使得手机的行业竞争也变得十分激烈。国内手机生产厂商只有不断的改革创新，提升手机性能与质量，提高手机的产品竞争力，才能跻身世界前列。本文以华为的手机为调研对象，通过分析华为等手机品牌的典型案例、查阅相关文献并发布线上问卷，通过分析得出的结论与所收集的数据对华为手机的宏观环境与行业环境进行分析，再利用 SWOT 分析法、市场定位分析法以及营销 4P 策略等市场营销理论对华为手机的营销策略进行深入的分析，发现华为手机产品的营销策略问题，并提出相应的解决方案与改进建议。关键词：华为手机；宏观环境；SWOT 分析；市场定位分析法；营销 4P 策略II北京理工大学珠海学院 2020 届本科生毕业论文Research on marketing strategy of Huawei Mobile PhoneAbstractIn recent years, the rapid development of the Chinese economy and science and technology have spurred the development of the telephone industry. In addition, people's living standard has been greatly improved, making mobile phones more and more popular in People's Daily life and changing people's life consumption pattern. The arrival of the "5g era" is a tremendous opportunity for China's mobile industry. Although China is already the world's largest mobile phone sales market. However, as China's mobile phone market has been in a state of relative saturation and the growth rate of mobile phone market shipments has decreased, coupled with foreign competitors in the level of electronic technology in the leading position, the mobile phone industry competition has become very f...
