本科论文摘 要随着通信技术的发展，产品同质化日趋严重，每个企业间的技术差距在不断缩短，品牌影响逐渐成为促进消费行为的源动力，如今进行正确的产品营销，已经成为提高竞争力的重要手段。华为手机在国内外的影响力已经举足轻重，不过因为手机更新速度的加快，在消费行为上，增添了许多不确定因素。本研究翻阅了诸多关于营销理论的文献资料，同时以华为手机作为案例，全文一共分为五个部分，对华为如今所处的市场环境、企业优势、劣势进行定位；其次根据华为手机的品牌定位与市场细分，建议使用差异化定价与渠道选择的方式，最后在宣传方面和促销方面也提出了一些意见。手机行业已经发展到品牌与软实力进行竞争的阶段，在短时间之内，手机行业难以再出现大的科技性能上的更新，市场上同质化的产品逐渐增加，产品营销的作用，现在对于任何企业的重要性都不言而喻，是如今成本最低，提高消费者品牌忠诚度的最好办法。关键词：华为，品牌，营销本科论文AbstractWith the development of communication technology and the serious homogenization of products, the technological gap between each enterprise has been continuously shortened. Brand influence has gradually become the driving force to promote consumer behavior. Proper product marketing has become an important means to improve competitiveness. The influence of Huawei's mobile phone is now a household name. However, due to the acceleration of mobile phone update, many uncertainties have been added to consumer behavior. Therefore, how to ensure Huawei's mobile phone to maintain its market value in the future, continuously expand its market share and face increasingly fierce internal and external competition are also the problems Huawei brand needs to face now.He has been studied and browsed a lot of literature on marketing activities. At the same time, taking Huawei's mobile phone as an example, the full text is divided into six parts to position Huawei's current market environment and advantages and disadvantages. At the same time, ...
