华为营销组合的四个方面

华为的营销组合策略可概括为四个核心方面：消费者需求、成本控制、购物便利性和有效沟通。

1.消费者需求：公司需深入探究并满足潜在顾客的实际需求，不仅提供商品，更要注重商品所能带来的顾客价值。

2.成本控制：这涵盖了公司的生产成本和潜在顾客的购物成本。理想的定价策略应低于潜在顾客的心理预期，同时保证公司的盈利空间。此外，购物成本还包括潜在顾客的时间、精力投入及承担的风险。

3.购物便利性：公司应制定分销策略，优先考虑潜在顾客的购物和使用便捷性。通过优质的售前、售中和售后服务，提高潜在顾客的购物体验，使便利成为顾客价值的重要组成部分。

4.有效沟通：公司应与潜在顾客建立积极的互动，形成基于共同利益的新型公司和消费者关系。这不再是单向的促销，而是在双向沟通中寻找实现双方目标的方法。

总之，公司应以顾客为中心，分析并解决顾客的问题，从此设计出满足需求的解决方案，以此打造出优质的商品。

华为和苹果的营销策略对比

苹果和华为在中国市场品牌营销策略的比较分析研究_英语论文

The Analysis and Comparative Study of Brand Strategies of Apple and Huawei in Chinese Market

摘要

在当今竞争激烈的手机市场中，国内手机品牌正在争取可以在全球市场中留有一席之地。华为作为著名国内手机品牌近些年在手机业务上发展迅猛。华为采用多品牌策略为其扩大了目标消费人群并增加了销售额。另外一个方面，苹果作为外国手机品牌，在全球市场中的成绩也可圈可点，通过与潜在顾客建立情感联系来建立品牌忠诚度从此留住固定潜在顾客。

如今华为想要进军高端市场，这就意味着它要和苹果进行正面竞争。华为需要调整它的品牌策略来引起中高端消费人群。本文主要阐释了苹果与华为现在采用的品牌策略，展现了两个品牌间的差异，以及华为能从苹果身上学到的优点。最后，论文对华为怎么在市场竞争激烈的手机市场中提高竞争力提出一些建议。

关键词：品牌策略；苹果；华为

Abstract

In the fiercely competitive mobile phone market, domestic mobile phone brands are struggling to fight for a position in the global market. Huawei, as a famous domestic mobile phone brand, has developed its mobile phone business rapidly in the recent years. It employs multiple-brand strategy to enlarge the group of target audiences and to increase the sales volume. On the other hand, Apple as a foreign mobile phone brand, with a great reputation in the global market, retains its target consumer groups by building emotional relationship like fan-ship with its consumers to build brand loyalty.

As Huawei begins to march to high-end mobile phone market, which means it needs to compete with Apple directly, Huawei has to change its brand strategy to adjust to the need of middle-class and upper-class consumer groups. This thesis mainly demonstrates the brand strategies that Apple and Huawei currently employ, the difference between the two brands, and what Huawei can learn from Apple. Finally, some suggestions are made for Huawei to increase its competitive edge in the fiercely competitive mobile phone market.

Key Words: Brand Strategy; Apple; Huawei

Contents

Acknowledgements i

English Abstract ii

Chinese Abstract iii

Table of Contents iv

List of Tables v

Chapter One Introduction 1

Chapter Two Literature Review 3

Chapter Three Brand Effect on Chinese Consumers 5

3.1 The Influence of Brand Awareness 5

3.2 The Importance of A Good Brand Image 6

3.3 Brand Loyalty 7

Chapter Four The Analysis of Brand Strategies of Apple and Huawei in Chinese Market 8

4.1 Brand Strategies of Apple in Chinese Market 8

4.2 Brand Strategies of Huawei in Chinese Market 9

4.3 Comparisons between Brand Strategies of Apple and Huawei in Chinese Market 11

4.3.1 Product 11

4.3.2 Price 12

4.3.3 Place 13

4.3.4 Promotion 13

Chapter Five Conclusion 14

References 16