华为智能手机营销策略研究内 容 摘 要近年来，由于我国的社会经济和科学技术快速发展，人们的生活水平和生活习惯发生了翻天覆地的变化，智能手机成为人们日常生活的一部分，这极大带动了智能手机产业的发展，华为智能手机也因此得到了巨大的提升，然而，随着 5G 技术的兴起，4G 智能手机遇冷，华为智能手机与其他手机品牌的市场竞争变得尤为激烈，此外，还受到美国发动贸易制裁的影响，这为华为智能手机的营销策略提出了更高的要求，因此，本文以华为智能手机为研究对象，结合市场营销的相关知识与所收集资料的基础上，简要介绍华为智能手机的销售情况和目前的营销策略，运用 PEST 分析法和 SWOT 分析法对华为所处的营销环境进行分析，指出营销存在的问题，最后结合 4P 营销理论，从产品、价格、渠道和促销策略这四个方面提出优化建议。关键词：华为智能手机；营销策略；营销环境；优化建议IResearch on Marketing Strategy of Huawei Smart PhoneAbstractRecently, due to the rapid development of social economy and science in our country, people’s living standards and their lifestyle have changed significantly. Smart phone as a part have been merged into people’s everyday lives, which make great influence on the development of the smart phone industry, and Huawei smart phone has also been greatly improved. However, the impact of 5G technology is deepening, and demand for 4G intelligent mobile phone is sliding drastically, so the market competition between Huawei smart phone and other mobile brands is fierce. In addition, it is also affected by the trade sanctions imposed by the US, which makes great demands on Huawei’s smart phone marketing strategy. So, this paper does research into Huawei smart phone. Based on the combination of marketing related knowledge and collected data, it introduces the sales situation of Huawei smart phone and the current marketing strategy. Then, it analyzes the marketing environment of Huawei by the PEST analysis and the SWOT ...
