摘要：营销是一门艺术和科学。根据美国营销协会，营销是“ 规划和执行理念，定价，推广和分配思想，货物和方法的过程 服务创造满足个人和组织目标的交流。“全球范围内，移动的角色品牌在当今电信业越来越重要。 77001

本文结合了华为内部环境的分析，利用营销的4p理论（产品、价格、渠道、促销）,并结合运用SWOT这样的分析方式，从机遇、挑战、优势以及劣势等几个方面进行深入的剖析理解，进而看出华为在开辟国内手机市场是如何做到的。摘要:在文章分析的基础上,华为应当采取集中战略,集中资源和优势,推进东部地区大中型城市消费市场,结合专业业务人员和学生，从消费者需求出发，利用区域的优势，不断地扩充战略市场。然后有针对性的有目的的进行目标消费群市场的调研，同时产品的研究、生产、价格的设定以及营销策略的制定等方面依据品牌价值理论和4P营销理论进行华为mate手机如何将中国手机市场完全打开并得到长期稳定的发展壮大做一个有益的分析研究。

毕业论文关键字 手机营销  华为公司 SWOT分析 4P分析 市场营销   

Research on Huawei 's mate Marketing Strategy

Abstract: With the rapid development of computer communication technology and information technology, the world telecom industry is also developing rapidly。 On the aspect of operators, China Telecom industry is also mature and complete under the leadership of telecom, China Unicom and mobile giant。 And equipment manufacturers Huawei, ZTE, millet and many other well-known domestic enterprises are gradually moving towards the world。 In recent years, the development of Huawei's business gradually, the market gradually improved, so this article to Huawei's mobile marketing strategy as an example to analyze。 This paper combines the analysis of Huawei's internal environment, the use of marketing 4p theory (product, price, channel, promotion), using SWOT analysis method, a thorough description of Huawei in the domestic mobile phone business development advantages, disadvantages, opportunities and challenges。 

On the basis of the above analysis, the article puts forward that Huawei should adopt the strategy of centralization, focus resources and advantages to enter the consumer market of large and medium-sized cities in eastern China in order to meet the needs of business people and college students, Advantages to obtain, then to other markets to expand the strategic thinking。 Finally, the article aims at the characteristics of two target consumer segments, combined with 4P marketing theory and brand value theory, and designs the corresponding combination of marketing strategies such as product, price, distribution and promotion marketing strategy, and has a certain Huawei successfully entered the Chinese mobile phone market and long-term development, to provide a useful reference。 

Key words: Phone Marketing   Huawei  Marketing  SWOT Analysis  4P Analysis

目录

一、绪 论 1

（一） 研究背景 1

（二） 研究意义 1

（三） 研究方法 2

二、华为mate系列手机营销环境分析 3

（一） 华为及其mate系列手机简介 3

（二） 华为mate系列手机的营销宏观环境分析 4

（三） 华为mate系列手机的消费者行为分析 4

（四） 华为mate系列手机的竞争者分析