智能手机时代国产手机的品牌营销策略分析—华为手机为例剖析.docxVIP

智能手机时代国产手机的品牌营销策略分析 ——华为手机为例 摘 要：伴随着科学技术的进步和发展，手机行业也发生着巨大的变革， 传统手机被智能手机取代。但在智能手机发展如火如荼之际，国产手机品牌仍 然处于一个相对落后的位置。诸多国际品牌分割智能手机市场，在手机行业变 革中占得先机。然而，国产手机品牌的发展整体而言却处于落后的境地。 本文以智能手机时代华为手机的品牌营销策略为研究对象。首先通过对研 究的背景、意义进行简要阐述，接着对相关研究综述和品牌营销的相关理论进 行简要介绍，随后对国产手机行业和竞争环境做出介绍，最后通过对华为手机 品牌营销策略的具体分析，对国产手机行业的品牌营销提出建设性意见。 关键词：智能手机；华为；品牌营销策略 I Analysis?on?the?strategy?of?brand?marketing?era intelligent?mobile?phone?mobile?phone?--?Huawei mobile?phone?as?an?example Abstract along?with?the?development?and?progress?of?science?and?technology,?mobile phone?industry?is?undergoing?tremendous?changes,?the?traditional?mobile?phone?by intelligent?mobile?phone?substitute.?But?in?the?intelligent?mobile?phone?development like?a?raging?fire,?the?domestic?mobile?phone?brand?is?still?in?a?relatively?backward position.?Many?international?brands?of?intelligent?mobile?phone?market?segmentation get?ahead?in?the?mobile?phone?industry?reform.?However,?the?domestic?mobile?phone brand?development?as?a?whole?is?in?a?backward?position. In?this?paper,?the?brand?marketing?strategy?of?intelligent?mobile?phone?era Huawei mobile?phone?as?the?research?object.?Firstly,?background,?and?significance of?the?research?are?briefly?described,?and?then?the?theory?related?to?the?related?research and?brand?marketing?in-depth?understanding,?then?make?introduction?to?the?domestic mobile?phone?industry?and?the?competitive?environment,?and?finally?through?the concrete?analysis?of?the?Huawei?mobile?phone?brand?marketing?strategy?thus?proposed to?the?domestic?mobile?phone?industry?brand?marketing?suggestions. Key?Words：Intelligent?mobile?phone；Huawei；Brand?marketing?strategy 2 目 录 摘 要?...........................................................I Abstract?.......................................................... II 1 绪论?............................................................1 1.1 研究背景和意义?............................................1 1.2 相关研究综述?..............................................1 1.3 相关理论基础?...........