Marketing Strategy Research of Domestic Smartphones in the Context of the Internet: A Case Study of Huawei Technologies Co., Ltd

Citation

Huang, Xinhan. (2021). Marketing strategy research of domestic smartphones in the context of the internet: A case study of Huawei Technologies Co., Ltd. (Master Independent Study). Bangkok: Siam University.

Abstract

The “Internet Plus” development plan prompted the Internet as an integral component of China’s economic development while propelling the scaling growth of e-commerce in China. For companies to survive, they must adopt and participate in the evolution of being online. The smartphone market in China grasped the opportunity to expand rapidly; it was hard to ignore the importance of mobile phone brands bringing products to the hands of a broad audience with purchasing power. With the rapid development of the Internet, utilizing highly interactive social networking platforms has gradually become the main battleground for mobile phone brands to launch their marketing and brand communications. However, the complexity of the Internet marketing model continued to affect mobile phone brands’ marketing, and communication strategies brought more challenges to be faced.

This paper applied Huawei as the object of study and centered on literature and studying theories to analyze and examine their marketing and strategy for smartphone products. One of the top 100 companies globally, Huawei has developed its mobile phone products quite rapidly and become one of the leaders in the mobile phone industry. Their market share and brand recognition also reached a particular level. However, it is worth studying how Huawei launched accurate marketing strategies and online marketing campaigns for its smartphone products to win a more significant market position. This study focused on the basic situation of Huawei mobile phones, the market, and the marketing situation for their series of products. This research analyzed and interpreted the operational problems and status of Huawei’s marketing processes, price, market share, and marketing methods.

Keywords: smartphones, marketing, strategy, market positioning.

Marketing Strategy Research of Domestic Smartphones in the Context of the Internet – A Case Study of Huawei Technologies Co., Ltd

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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