时代在进步，社会在发展，电信设备顺应科学技术发展的趋势不断为经济和 信息全球化的推进提供源源不断的动力。反过来，经济全球化也在不断推动着电 信设备的良好发展，使的其产品也逐步实现了全球化的局面。 华为科技有限公司是一家集研发、生产、销售为一体的通信网络技术及产品。 通过为电信运营商提供移动网络、固网、增值业务、数据通信网、等网络解决方 案为产品，已经逐步成为中国主要的供应商。成立之初的华为技术有限公司，确 立了以国际化道路、参与国际市场竞争的定位。经过华为技术有限公司所有员工 不懈的努力，华为产品实现了国际布局，将研发机构、市场分支机构、合资企业 遍布在欧洲众多国家。 2018 年，华为技术有限公司的海外收入在公司总体业绩中占有 68.9%的比例， 移动用户量已经突破全球 5 亿 4000 万，成为世界瞩目的一流企业。然而，面对日 益增长的海外市场需求，国际电信市场白热化的竞争状态，以及不断突出的经济 全球化背景下的挑战和机遇。华为科技有限公司如何优化现有的欧洲品牌，并通 过实施创新营销战略，形成公司的核心竞争力是企业国际化道路上的关键问题。 本文主要研究华为技术有限公司在面临以上种种压力的情况下，对其当前的 欧洲市场营销策略进行研究，并提出合理化建议。本文的行文思路如下：主要分 为七部分进行论述，第一章绪论主要介绍研究背景、意义、国内外研究现状以及 研究内容和方法；第二章对相关理论进行概述；之后为文章的主要部分，第三章 对华为欧洲市场营销策略现状及问题进行概述，紧接着第四章对其所处的营销策 略环境进行分析，第五章、第六章给出合理化营销策略建议，最后得出结论与展 望。 关键词：华为技术有限公司；欧洲市场营销；海外市场II Abstract The globalization of economy and information is an important feature of the development of the world today. By providing rapid and fast communication tools, the telecommunication equipment industry has become the most important driving force for the globalization of economy and information. In the process of promoting economic globalization,the telecommunications equipment industry itself has become increasingly globalized. HUAWEI Technology Co. Ltd.specializes in the research,development, production and sales of communication network technology and products. It is committed to providing telecom operators with network solutions in fixed network, mobile network, data communication network and value-added services. It is one of the main suppliers of the China Telecom market. At the beginning of its founding, HUAWEI Technology Co. Ltd. has set up the goal of taking the international road and participating in the international market competition. After the unremitting efforts, HUAWEI Technology Co. Ltd. has basically completed the international layout, established market branches, R&D institutions and joint ventures in many European countries. The products have entered Germany successively. Spain, Russia, Egypt and many other countries and regions. In 2016, HUAWEI's overseas income accounted for 68.9% of the company's sales revenue, and mobile users broke through 540 million globally, and gradually developed into a world-class enterprise.However, facing the increasing demand of overseas market,the increasingly fierce competition in the international telecommunication market and the opportunity and challenge of accelerating the speed of technological innovation, HUAWEI Technology Co. Ltd. how to optimize its existing European marketing strategy and through the implementation of innovative marketing strategy to form the core competitiveness of the company. It is an important problem for technology limited in the future international road. This paper mainly studies one of China's communications equipment manufacturers - Huawei Technologies Co. Ltd. in the face of all these pressures, the current european marketing strategy research and put forward rational proposals. This article's writing ideas are as follows: It is mainly divided into seven parts to discuss, the first chapter introduction mainly introduces the research background, significance, domestic and foreign research status and research content and methods; the second chapter of the theory is summarized; followed by the main part of the article , Chapter Three gives an overview of Huawei's european marketing strategies, followed byIII Chapter Four, which analyzes the strategic marketing environment in which Huawei is located. Chapter Five studies the problems, causes and analyzes encountered in european marketing. Chapter Six gives out rationalization proposals, the final draw conclusions and prospects. Keywords: Huawei limited；European marketing；Overseas marketsIV 目 录 摘要 ........................................................................................................................I ABSTRACT..............................................................................................................II 第 1 章 引 言..........................................................................................................1 1.1 研究背景及意义................................................1 1.1.1 研究背景................................................1 1.1.2 研究意义................................................2 1.2 国内外研究现状................................................2 1.2.1 国内研究现状............................................2 1.2.2 国外研究现状............................................3 1.3 研究内容及方法................................................5 1.3.1 研究内容................................................5 1.3.2 研究方法................................................5 1.4 创新之处......................................................5 第 2 章 相关理论研究综述.......................................................................................6 2.1 目标市场营销战略..............................................6 2.1.1 市场细分................................................6 2.1.2 目标市场选择............................................7 2.1.3 精确的市场定位..........................................7 2.2 4P 营销策略理论 ...............................................8 2.2.1 产品策略................................................8 2.2.2 价格策略................................................9 2.2.3 渠道策略................................................9 2.2.4 促销策略...............................................10 第 3 章 华为欧洲市场营销策略现状及问题...........................................................11 3.1 华为公司企业简介.............................................11 3.2 华为欧洲市场营销策略现状.....................................11 3.2.1 产品策略现状...........................................11 3.2.2 价格策略现状...........................................12 3.2.3 渠道策略现状...........................................12 3.2.4 促销策略现状...........................................12 3.3 华为欧洲市场营销策略存在的问题...............................13 3.3.1 产品差异化程度低.......................................13 3.3.2 价格定位不合理.........................................14 3.3.3 销售渠道不明确.........................................14 3.3.4 促销手段局限化.........................................15 第 4 章 华为欧洲市场营销环境分析......................................................................16V 4.1 外部宏观环境分析.............................................16 4.1.1 政治环境因分析.........................................16 4.1.2 经济环境分析...........................................16 4.1.3 社会环境分析...........................................17 4.1.4 技术环境分析...........................................17 4.2 华为公司内部环境分析.........................................18 4.2.1 企业资源分析...........................................18 4.2.2 企业能力分析...........................................18 4.2.3 企业文化分析...........................................19 第 5 章 华为公司营销战略选择..............................................................................20 5.1 华为公司海外营销的 STP 战略选择...............................20 5.1.1 对海外市场的细分.......................................20 5.1.2 目标市场的选择.........................................20 5.1.3 欧洲的市场定位.........................................21 第 6 章 华为公司欧洲市场营销策略建议 ..............................................................22 6.1 华为公司欧洲市场产品策略.....................................22 6.1.1 先进的产品技术设备.....................................22 6.1.2 产品差异化与标准化的组合策略...........................23 6.2 华为公司欧洲市场价格策略.....................................24 6.2.1 针对不同市场制定不同价格策略...........................25 6.2.2 市场定价目标...........................................25 6.2.3 市场定价方法...........................................25 6.3 华为公司欧洲市场渠道策略.....................................26 6.3.1 选择合适的渠道模式.....................................26 6.3.2 对渠道支持到位.........................................27 6.3.3 海外分销渠道的管理和控制...............................28 6.4 华为公司欧洲市场促销策略 .....................................29 6.4.1 欧洲市场促销策略制定的原则.............................29 6.4.2 欧洲市场的促销策略.....................................30 第 7 章 结 论........................................................................................................33