- 上一篇：基于品牌传播的植入式广告研究
- 下一篇：淮安报业教育培训中心企业公共关系研究
摘要2016年的中国已经成为世界上最大的手机市场，已经占据了世界上手机市场比例的三分之一，其中智能手机更是占据了手机行业的70%的比重，同时中国也是世界上手机重要的生产与出口大国，在目前的世界上手机使用排行榜前十中，中国的手机已经占据了4席。据工信部的数据统计分析，2015年的1-3月份，国产手机品牌已经占据了国内市场份额的73%，曾经被诺基亚和摩托罗拉垄断的手机市场已经不复存在，曾经的两大国际手机巨头诺基亚和摩托罗拉已经相继被微软和谷歌收购，国内曾经的手机霸主也已经被逐步取代，取而代之的都是一些智能手机的品牌，像苹果，小米、魅族，华为等品牌。42659
本人主要研究了华为智能手机的营销策略，第一章主要对论文的研究背景和研究意义进行了简要的介绍，还叙述了论文的研究思路，研究技术路线，第二章，主要是目前华为手机的市场营销策略的一个分析，第三章，对华为手机进行了一个SWOT分析，第四章，探寻华为手机目前的营销策略中存在的主要问题在哪里以及导致这些问题出现的原因是什么，第五章，根据4P理论，为目前华为的营销策略提供可行性的建议，最后再进行一个营销策划，使得企业在以后的发展中尽量避免这些问题的发生， 市场营销对于一个企业的发展是非常重要的，善于利用市场营销对企业的营销策略作出分析，有利于企业长远的发展。
毕业论文关键词：华为智能手机；SWOT分析；主要问题；原因；建议
Research on the marketing strategy of HUAWEI smart phone
Abstract
in 2016, China has become the largest mobile phone market in the world, has accounted for one-third of the proportion of the world's mobile phone market, the smart phone is accounted for the proportion of 70% of the mobile phone industry, also China is also the world's phone an important production and export large country, in the world of mobile phone use rankings in the top ten, China Mobile has occupied the four seats. According to the statistics analysis of Ministry, domestic mobile phone brand has been the 73% of the domestic market share from Janurary to March of 2015, has been Nokia and Motorola monopoly in the mobile phone market has ceased to exist, once the international mobile phone giant Nokia and Motorola has successively by Microsoft and Google acquired the, domestic the phone once dominant has been gradually replaced, instead are some smart phone brand, like apple, millet, Meizu, Huawei etc.
I research on HUAWEI intelligent mobile phone marketing strategy, in the first chapter , I mainly introduce the research background and research significance, and research ideas, research technical route, the second chapter is mainly an analysis of the marketing strategy of HUAWEI mobile phone, the third chapter, the HUAWEI mobile phone makes a SWOT analysis the fourth chapter, to explore the main problems of the current marketing strategy of HUAWEI mobile phone in what is where, and to these problems the reason of the fifth chapter, according to the theory of 4P, the HUAWEI marketing strategy to provide feasible suggestions, finally a marketing plan, make the enterprise development in the future as much as possible to avoid the occurrence of these problems, marketing for the development of an enterprise is very important, good at using marketing to the enterprise marketing strategy to make analysis, is conducive to enterprise's long-term development.
Key Words: HUAWEI smart phone ； SWOT analysis ； Major problem ； reason ； proposal
目 录
摘要-I
Abstract-Ⅱ
目录Ⅲ
一、绪论-1
（一）研究背景-1
（二）研究意义2
（三）研究思路-3
（四）研究技术路线3