随着通信技术的进步，各个企业之间的技术差距越来越小，而且企业的同质化竞争 也日趋激烈。企业之间的比拼，更多的体现在企业附加在产品上的品牌差异所来带来的 用户粘性，进而成为企业获取消费者心智、引导消费行为的源动力，产品营销，则成为 扩大品牌知名度、提升产品竞争力的重要手段。虽然华为当前的品牌已经到达一定高度， 但由于换机周期的变短，消费行为的不确定因素的增加，未来如何确保华为手机品牌的 增值，持续提升市场份额，以及如何区隔好内外部竞争问题，成为摆在华为手机发展亟 待解决的问题。 本文在查阅大量营销理论文献、著作以及企业内部资料的基础上，理论联系实际， 全分六个章节，由表及里，运用 PEST 环境分析法、SWOT 矩阵分析法等理论，对华为 手机所处的内外部环境已经自身优劣势清晰定位，运用 4P\4R 等理论，结合华为手机面 向的消费群体和细分市场进行差异化定价和渠道选择，同时对于营销宣传及促销策略也 给了明确建议。最后进一步明确了该解决方案落地实施的保障措施，同时也指明了未来 进一步研究的方向。 手机行业瞬息万变，逐步由硬件、价格竞争转变为品牌、软实力的较量，在产品同 质化和革命性技术迭代增长放缓的情况下，产品营销成为提升企业形象、提高品牌附加 值、拉进企业与消费者距离的最有效手段，对于华为手机而言，产品营销策略改进的重 要性也就不言而喻。 关键词：华为，智能手机，产品营销，策略ABSTRACT III ABSTRACT With the advancement of communication technology, the technological gap between enterprises is getting smaller and smaller, and the homogenization competition of enterprises is becoming increasingly fierce. The competition between enterprises is more reflected in the user's stickiness caused by the brand differences attached to the products, which becomes the source of the company's ability to acquire consumers' minds and guide consumer behaviors. Product marketing has become a brand awareness. An important means to enhance the competitiveness of products. Although Huawei's current brand has reached a certain height, due to the shortening of the replacement cycle and the increase of uncertainties in consumer behavior, how to ensure the value-added of Huawei's mobile phone brand in the future, continue to increase market share, and how to distinguish between internal and external competition. The problem has become an urgent problem to be solved in the development of Huawei mobile phones. On the basis of reviewing a large number of marketing theory documents, works and internal materials, the thesis is divided into six chapters. From the table and the inside, using PEST environmental analysis method and SWOT matrix analysis method, the Huawei mobile phone is located. The internal and external environment has clearly defined its advantages and disadvantages. It uses 4P\4R and other theories to combine differentiated pricing and channel selection with the consumer groups and market segments of Huawei mobile phones. At the same time, it also gives clear suggestions for marketing promotion and promotion strategies. Finally, the safeguard measures for the implementation of the solution were further clarified, and the direction of further research in the future was also pointed out.The mobile phone industry is changing rapidly, gradually transforming from hardware and price competition to competition between brands and soft power. In the case of product homogenization and the slowing of the iterative growth of revolutionary technology, product marketing has become an improvement of corporate image, brand value added, and pull-in. The most effective means of distance between enterprises and consumers, for Huawei mobile phones, the importance of product marketing strategy improvement is self-evident. Keywords: HUAWEI, Smart phones, Product marketing, Strategy西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT..................................................................................................................... III 目 录................................................................................................................................IV 第 1 章 绪论...................................................................................................................... 1 1.1 选题背景和意义...................................................................................................... 1 1.1.1 选题背景........................................................................................................... 1 1.1.2 选题意义........................................................................................................... 1 1.2 研究对象和方法...................................................................................................... 3 1.2.1 研究对象........................................................................................................... 3 1.2.2 研究方法........................................................................................................... 3 1.3 研究思路和框架...................................................................................................... 3 1.3.1 研究思路........................................................................................................... 3 1.3.2 研究框架........................................................................................................... 5 1.4 本文的主要贡献...................................................................................................... 7 1.4.1 写作过程........................................................................................................... 7 1.4.2 研究成果........................................................................................................... 7 第 2 章 相关研理论概述................................................................................................ 10 2.1 营销的基本理论.................................................................................................... 10 2.1.1 4P 理论 ........................................................................................................... 10 2.1.2 4C 理论 ........................................................................................................... 10 2.1.3 4R 理论 ............................................................................................................11 2.1.4 STP 理论......................................................................................................... 12 2.2 国内外研究现状.................................................................................................... 13 2.3 市场理论沿革........................................................................................................ 13 2.4 市场营销评价........................................................................................................ 14 第 3 章 华为手机产品营销及存在问题........................................................................ 15 3.1 华为公司简概........................................................................................................ 15目 录 V 3.1.1 华为公司介绍 .................................................................................................15 3.1.2 华为消费者 BG 介绍......................................................................................15 3.1.3 华为手机介绍 .................................................................................................15 3.1.4 荣耀手机介绍 .................................................................................................16 3.2 华为营销概况 ........................................................................................................17 3.2.1 华为手机销售现状 .........................................................................................17 3.2.2 华为手机营销体系介绍 .................................................................................17 3.3 华为手机营销总概 ................................................................................................18 3.4 华为手机营销存在的问题 ....................................