智能手机时代国产手机的品牌营销策略分析——华为手机为例摘 要：伴随着科学技术的进步和进展，手机行业也发生着巨大的变革，传统手机被智能手机取代。但在智能手机进展如火如荼之际，国产手机品牌仍然处于一个相对落后的位置。诸多国际品牌分割智能手机市场，在手机行业变革中占得先机。然而，国产手机品牌的进展整体而言却处于落后的境地。本文以智能手机时代华为手机的品牌营销策略为讨论对象。首先通过对讨论的背景、意义进行简要阐述，接着对相关讨论综述和品牌营销的相关理论进行简要介绍，随后对国产手机行业和竞争环境做出介绍，最后通过对华为手机品牌营销策略的具体分析，对国产手机行业的品牌营销提出建设性意见。关 键 词 ： 智 能 手 机 ； 华 为 ； 品 牌 营 销 策 略Analysis on the strategy of brand marketing era intelligent mobile phone mobile phone -- Huawei mobile phone as an exampleAbstractalong with the development and progress of science and technology, mobile phone industry is undergoing tremendous changes, the traditional mobile phone by intelligent mobile phone substitute. But in the intelligent mobile phone development like a raging fire, the domestic mobile phone brand is still in a relatively backward position. Many international brands of intelligent mobile phone market segmentationget ahead in the mobile phone industry reform. However, the domestic mobile phone brand development as a whole is in a backward position.In this paper, the brand marketing strategy of intelligent mobile phone era Huawei mobile phone as the researchobject. Firstly, background, and significance of the research are briefly described, and then the theory related to the related research and brand marketing in-depth understanding, then make introduction to the domestic mobile phone industry and the competitive environment, and finally through the concrete analysis of the Huawei mobile phone brand marketing strategy thus proposed to th...
