Based on HUAWEI 's Mobile Marketing Strategy --Research on Its Development Status and Future Research
Year: 2024
Type: article
Abstract: Since the reform and opening-up on December 18, 1978, China's economy has experienced rapid development. As a key medium, the mobile phone has become increasingly integrated into people's daily lives and workplaces. After intense competition, the Chinese smartphone market in 2024 sees fierce rivalry between domestic and international players. However, the COVID-19 pandemic continues to pose significant challenges to global economic recovery and people's livelihoods. The world is is still grappling with the economic downturn caused by the pandemic. This paper uses Huawei’s mobile phones as a case study, applying various marketing theory tools to analyze and evaluate Huawei’s current marketing strategy. The paper begins with an introduction to Huawei’s mobile business, followed by an analysis of its marketing status and existing challenges from four aspects: product, price, distribution channels, and business environment. It also highlights the difficult macroeconomic conditions faced by the smartphone industry. Finally, we analyze the current situation of Huawei’s mobile phone business. Using STP theory, this paper positions Huawei in the mobile phone market and proposes specific strategies and safeguard measures for optimization based on this positioning.
Author: Jiadong Lin
Institution: Hanshan Normal University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405590614