华为手机业务成功要素研究【摘要】：随着全球经济的发展，智能手机市场已经步入成熟阶段，近年来全球手机市场出货量不断下降，但华为手机仍保持一定的出货增量。本文研究目的在于，通过对全球智能手机市场的现状分析、华为的 4P 分析、以及对苹果和华为的 STOW 分析、华为经验总结等方法从全球智能手机市场现状出发研究华为具有的企业性质以及创新和营销方面等优势和逐渐消失的成本优势等劣势对国产手机业务拓展提出可行性建议。主要研究结果表明，华为手机业务成功主要要素是技术创新、实行双品牌并行、产品线齐全、兼顾线上线下销售、多方式促销。文章通过分析华为发展并结合现状对我国国产手机发展给出了以创新提高产品附加值、多渠道营销和产品本土化相关的建议。【关键词】：华为手机；4P 分析；SWOT 分析；创新；营销策略 Research on the success factors of Huawei's mobile phone business[Abstract]：With the development of global economy, the smart phone market has entered a mature stage. In recent years, the global mobile phone market shipments continue to decline, but Huawei mobile phones still maintain a certain increase in shipments. The purpose of this paper is to analyze the current situation of the global smartphone market, Huawei's 4P analysis, apple and Huawei's stow analysis, Huawei's experience summary and other methods. Based on the current situation of the global smartphone market, this paper studies Huawei's enterprise nature, innovation, marketing and other advantages, as well as the disappearing cost advantages and other disadvantages, and puts forward suggestions for the development of domestic mobile phone business Practical suggestions. The main research results show that the main factors of Huawei's mobile phone business success are technological innovation, the implementation of two brands in parallel, complete product lines, taking into account online and offline sales, and multi-mode promotion. By analyzing the development of H...
