摘要：面对全国上下深入落实总关于经济发展重要会议精神，经济下行压力过大，销售行业竞争也日益激烈,当前形式下华为公司也积极探求如何有效地扩大市场份额。

本论文以华为手机为研究对象，结合华为手机的国内外发展史，指出华为手机业务部在保证质量的前提下，利用营销的4p理论（产品、价格、渠道、促销）,采用SWOT分析方法，明确了华为在国内开拓手机业务的优势、劣势、机遇和挑战。设计了相应的产品、价格、渠道、促销等营销策略的组合，进一步探论华为手机的发展趋势和市场空间，确保在竞争中立于不败之地。63211

毕业论文关键词：华为手机；SWOT分析；4p理论 

 Research on HUAWEI mobile phone marketing strategy

Abstract: Facing the in-depth implementation of General Secretary Xi Jinping on economic development is an important conference spirit, economic downward pressure is too large, the sales industry competition is increasingly fierce, the Huawei Company also actively seeking to effectively expand market share.

This paper taking Huawei mobile phone as the research object, combined with Huawei cell phone at home and abroad history of the development, points out that Huawei's mobile phone business department under the premise of quality assurance, the 

marketing 4P theory (product, price, channel, promotion), using the method of SWOT analysis, clear the Huawei in China develop mobile phone business advantages, weaknesses, opportunities and challenges. Design combination of corresponding product, price, channel, promotion marketing strategy, further discussion on development trends and market space of Huawei's mobile phone, ensure that in the competition invincible.

Keywords: HUAWEI mobile; SWOT analysis ;4P theory

目录

第1章、绪 论 1

1.1研究背景 1

1.2研究意义 1

1.3研究现状 2

1.3.1华为企业简介 2

1.3.2 营销环境 2

第2章 华为手机的营销策略优势 3

2.1华为手机产品策略的优势分析 3

2.1.1实体品牌、规格、型号丰富多样 3

2.1.3唯一一款拥有国内先进技术 3

2.2华为手机价格策略的优势分析 3

2.2.1产业链互通基本价格低 3

2.2.2芯片技术降低研发成本 4

2.3华为手机渠道策略的优势分析 4

2.3.1分销渠道形式多样化 4

2.3.2与良好的运营商合作 4

2.4华为手机促销策略的优势分析 4

2.4.1别具特色的广告词 4

2.4.2营销推广的方式多样化 5

第3章 华为手机营销策略的劣势 6

3.1华为手机产品策略劣势的分析 6

3.1.1商务机型多外观不够新颖 6

3.1.2机身本身没有防盗系统 6

3.1.3手机的反侦察能力差 6

3.1.4售后技术差乱收费严重