华为手机在中国市场的营销问题及对策研究

摘 要：产品创新、领先的技术和营销渠道是保证公司核心竞争力的主要因素。华为在通信行业积累了25年的经验，拥有45%的研发人员。与其他手机厂商相比，华为在创新能力和技术领先方面具有优势。其手机起步较晚，早期的渠道布局与中国运营商密切相关。其在中国的市场分布也有相应的局限性。本文重点分析了华为手机国内销售渠道现状及优化措施，全面分析了公司目前的竞争环境和竞争渠道，特别是华为手机销售渠道存在的不足，并给出了一套有针对性的优化措施。在分析厂商发展历史和环境因素的基础上，认为在渠道优化设计过程中，应确保华为强大的品牌美誉度，降低渠道控制和管理成本，提高市场占有率，以确保产品的有效市场覆盖。同时，结合产品销售渠道的发展，整合销售渠道，打造华为自己的销售渠道，争取优势。

关键词：营销渠道；华为；销售渠道

Abstract

Marketing channel is a way to transfer goods from producers toconsumers or other end users, usually through various agents. Product innovation, leading technology and marketing channels arethe main factors to ensure the core competitiveness of the company. Huawei has 25 years of experience in the communication industry, with 45% of R & D personnel.Compared with other mobile phone manufacturers,Huawei has advantages in innovation ability and technology leadership. Its mobile phone started late,and its early channel layout is closely related to Chinese operators. There are corresponding limitations in China's market distribution.This paper focuses on the analysis of Huawei mobile phone domestic sales channel status and optimization measures,a comprehensive analysis of thecompany's current competitive environment and competitive channels, especially the shortcomings of Huawei mobile phone sales channel, and gives a set of targeted optimization measures. Based on the analysis of manufacturers' development history and environmental factors,it is considered that in the process of channel optimization design,Huawei should ensure its strong brand reputation,reduce the cost of channel control and management, and increase its market share, so as to ensure the effective market coverage of products. At the same time, combined with the development of product sales channels,integrate sales channels, build Huawei's own sales channels and strive for advantages.

 

目录

一、华为品牌介绍 5

1.1华为公司介绍 5

1.2华为手机的介绍 5

二、华为手机在中国市场的营销策略分析 6

2.1产品策略 6

2.2价格策略 6

2.3渠道策略 7

2.4促销策略 8

三 华为手机在中国市场的营销策略存在的问题 8

3.1线上营销不够完善 8

3.2营销渠道结构混乱 9

3.3产品同质化 9

四、解决对策 10

4.1改善线上营销 10

4.2整治营销渠道 10

4.3市场细分 10

总结 11

参考文献 13

致谢 14