Analysis of Huawei Smartphone’s Marketing Strategy and Future Prospects
DOI:
https://doi.org/10.54097/4ktmd188Keywords:
Huawei mobile phone, marketing planning, STP, SWOT.Abstract
In the Internet age, smart phones have become an indispensable part of everyone's daily life. In China's smartphone market today, Huawei takes a dominant position through continuous innovation of technology, novel design and more easy use. In the three years ago, COVID-19 effect the market sale of almost brands, because the market space occupied by other competing brands led to a steeply descending in Huawei's sales. Because Huawei has successfully occupied the dominant position in China's smartphone market through continuous innovation of technology, novel design and more convenient use. But the big competition such as Xiaomi, OPPO, VIVO and other domestic brands are gradually coming to the fore. Therefore, Huawei needs to change to its marketing strategy in the market. This dissertation will summarize the status quote, risks, advantages and disadvantages of Huawei in the Chinese smartphone market and put forward suggestions for its future development through literature and case analysis, STP marketing theory and SWOT analysis tool.
Downloads
References
Li Y. Research on Huawei mobile phone marketing strategy based on market segmentation theory. In 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019) Atlantis Press, 2019, 293-300.
DeSarbo W.S., Blanchard S.J., Atalay A.S. A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (STP analysis) for marketing research. In Review of Marketing Research Routledge, 2017, 75-103.
Kampamba J. An analysis of the potential target market through the application of the STP principle/model. Mediterranean Journal of Social Sciences, 2015, 6(4): 324.
Santosa D. STP marketing strategy analysis (segmenting, targeting, and positioning) and business model on the development of Mortar company business units (case study AT PT. XY). PalArch's Journal of Archaeology of Egypt/Egyptology, 2023, 20(2): 2401-2408.
Camilleri, M.A. Travel Marketing, Tourism Economics and the Airline Product: An Introduction to Theory and Practice. Publisher: Springer, Cham, Switzerland. 2017.
Komari A., Indrasari L.D., Tripariyanto A.Y., Rahayuningsih S. Analysis of SWOT marketing strategies and 7P influence on purchasing decision. In Journal of Physics: Conference Series, 2020, 1569(3): 032002.
Yusuf M., Saiyed R., Sahala J. Swot analysis in making relationship marketing program. In Proceeding of The International Conference on Economics and Business, 2022, 1(2): 573-588.
Hamzehpour F., Ranjbarian B., Fathi S., Ansari A. The strategic SWOT analysis to use social marketing in the design of the research development model of Islamic Azad University. The International Journal of Humanities, 2019, 26(3): 1-21.
Wang K.C. A process view of SWOT analysis. In Proceedings of the 51st Annual Meeting of the ISSS-2007, Tokyo, Japan. 2007.
Jia W. Huawei mobile phone marketing strategy research in European market. Instituto Superior de Economia e Gestão, 2021.
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
