【正文】 ies. If it rains heavily on Saturday night, some elderly Chinese will say it is because Zhinu, or the Weaving Maid, is crying on the day she met her husband Niulang, or the Cowherd, on the Milky Way. Most Chinese remember being told this romantic tragedy when they were children on Qixi, or the Seventh Night Festival, which falls on the seventh day of the seventh lunar month, which is usually in early August. This year it falls on Saturday, August 2. Folklore Story As the story goes, once there was a cowherd, Niulang, who lived with his elder brother and sisterinlaw. But she disliked and abused him, and the boy was forced to leave home with only an old cow for pany. The cow, however, was a former god who had violated imperial rules and was sent to earth in bovine form. One day the cow led Niulang to a lake where fairies took a bath on earth. Among them was Zhinu, the most beautiful fairy and a skilled seamstress. The two fell in love at first sight and were soon married. They had a son and daughter and their happy life was held up as an example for hundreds of years in China. Yet in the eyes of the Jade Emperor, the Supreme Deity in Taoism, marriage between a mortal and fairy was strictly forbidden. He ordered the heaven troop to catch Zhinu back. Niulang grew desperate when he discovered Zhinu had been taken back to heaven. Driven by Niulang39。 論文的最終完成，也是一波三折。 同時(shí)華為智能手機(jī)業(yè)務(wù)有著不錯(cuò)的前景，它的一些優(yōu)點(diǎn)也是值得國(guó)內(nèi)各大手機(jī)生產(chǎn)商借鑒和學(xué)習(xí)。這里主要是找高收視率的衛(wèi)視合作，并且是主要面對(duì) 30 歲以 下 消費(fèi)者的 衛(wèi)視。 海思想要成為強(qiáng)大的芯片生產(chǎn) 制造公司，必須獨(dú)立于華為，努力強(qiáng)化自身的產(chǎn)品性能。 （ 2） 硬件創(chuàng)新 目前，手機(jī) CPU 芯片供應(yīng)商主要有高通 、 英偉達(dá) 、 三星 、 華為 。而 P6 之后，在產(chǎn)品設(shè)計(jì)上有著一個(gè)更深度的進(jìn)化 —— 華為 P7。 以開(kāi)放心態(tài)引入高端人才，在不同層次、不同地區(qū)，實(shí)現(xiàn)人才的多元化。華為 P7 的發(fā)布， 承載著 華為與消費(fèi)者之間的情懷，是在 P6 均衡 之美上的一種全新“美 ”的體驗(yàn)。 ③ 在設(shè)計(jì)方面，由于內(nèi)部堆疊架構(gòu)的創(chuàng)新，設(shè)計(jì)出了 全世界最薄的智能手機(jī)。在條件滿足的情況下 ，消費(fèi)者 將 購(gòu)買到其最喜好的產(chǎn)品。華為推出高端品牌，打破了以往的低價(jià) 、 性能一般的形象，希望借此來(lái)打破國(guó)產(chǎn)不能定價(jià)超過(guò) 3000 元的格局。 2022 年，華為 依托 產(chǎn)品硬件創(chuàng)新，加大銷售 ，艱難 的 告別白牌手機(jī) 。 而且在供應(yīng)方面，高通表現(xiàn)出來(lái)的能力卻是不足，這也會(huì)限制到國(guó)產(chǎn)智能手機(jī)廠商的高端發(fā)力產(chǎn)品。 華為手機(jī)產(chǎn)品 研發(fā) 提高研發(fā)預(yù)算 華為智能手機(jī)吸引客戶，并非是單單依靠低價(jià)的手機(jī)，而是提高研發(fā)費(fèi)用來(lái)提供創(chuàng)新性的產(chǎn)品。 酷派大觀擁有為商務(wù)人士定制的完美設(shè)計(jì)品質(zhì) ， 這便是酷派大觀的特別之處 。 表 31 華為智能手機(jī)各系列代表機(jī)型參數(shù) D2 Mate A199 G700 G525 C8813Q 網(wǎng)絡(luò)制式 電信 3G/聯(lián)通 3G 聯(lián)通 3G/移動(dòng) 3G 電信 3G 聯(lián)通 3G 聯(lián)通 3G 電信 3G CPU型號(hào) 海思 K3V2四核 海思 K3V2四核 海思 K3V2四核 MTK6589四核 MSM8225Q四核 MSM8625Q四核 屏幕大小 5 寸 IPS 寸 IPS 5 寸 IPS 5 寸 IPS 寸 IPS 寸 IPS 屏幕參數(shù) 1920*1080 1280*720 1280*720 1280*720 960*540 854*480 RAM 2G 1G/2G 2G 2G 1G 1G 后置 攝像頭 1300 萬(wàn) /BSI 800 萬(wàn) /BSI 800 萬(wàn) /BSI 800 萬(wàn) 500 萬(wàn) 500 萬(wàn) 閃光燈 √ √ √ √ X √ 存儲(chǔ)擴(kuò)展 不能 64G TF 卡 32G TF 卡 32G TF 卡 32G TF 卡 32G TF 卡 電池容量 3000mAh 4050mAh 2150mAh 2150mAh 1700mAh 1700mAh 特色功能 IP5/4 三防 金屬邊框 超大容量電 池 WIFI Display 官網(wǎng)價(jià) 格 3788 2638/2688 1999 1999 1399 990 國(guó)產(chǎn)品牌 轉(zhuǎn)型 高端 定位 2022 年，華為做出 轉(zhuǎn)型高端消費(fèi)市場(chǎng) 的 決定 。 2022 年 4 月，華為旗艦智能手機(jī) Ascend P1 在北京全球首發(fā) 。 2022年 2 月，華為在法國(guó)嘎納 GSM 大會(huì)上展示了中國(guó)第一款 WCDMA 手機(jī)。國(guó)產(chǎn)手機(jī)系統(tǒng)更新版本太慢，操作系統(tǒng)反應(yīng) 明顯滯后。其中 ， 三星采用全覆蓋戰(zhàn)略， 老早完成高中低端的布局，在 高端市場(chǎng)有這舉足輕重的 地位，在中低端市場(chǎng)也占有不錯(cuò)的銷量份額。在這一個(gè)發(fā)展過(guò)程中，國(guó)內(nèi)多家傳統(tǒng) IT、數(shù)碼產(chǎn)品企業(yè)在這一低門檻、足夠強(qiáng)大的市場(chǎng)潛力下紛紛轉(zhuǎn)型，來(lái)瓜分手機(jī)市場(chǎng)這塊大蛋糕，使得千元智能手機(jī) 、 山寨機(jī)這類價(jià)格較低的產(chǎn)品不斷涌入市場(chǎng)內(nèi)。按照產(chǎn)業(yè)組織理論，產(chǎn)品差異是市場(chǎng)結(jié)構(gòu)的一個(gè)主要要素，企業(yè)控制市場(chǎng)的程度取決于它們使自己的產(chǎn)品差異化的成功程度。這種戰(zhàn)略的重點(diǎn)是創(chuàng)造被全行業(yè)和 顧客都視為是獨(dú)特的產(chǎn)品和服務(wù)。至于國(guó)產(chǎn)品牌，在該區(qū)間市場(chǎng)占有率則幾乎為零，國(guó)內(nèi)智能手機(jī)品牌主要都集中在低端市場(chǎng)。 關(guān)鍵詞 手機(jī)市場(chǎng) 差異化 營(yíng)銷理論 產(chǎn)品差異化 華為智能手機(jī) 3 Research on Differentiation Strategy of Hua Wei Smartphone Marketing Name:Lan Xuke， Major: marketing , Instructor: Liu Heng Lecturer Abstract In 2022, China has bee the largest smartphone market in the world. In this large market, with the popularity of smartphone, the phenomenon of product homogeneity is being increasingly obvious. Domestic mobile phone manufacturers are mostly on the effort of smartphone which are sold one thousand yuan, seizing more lowend market. But in the highend market, the flagship products are numbered. However, the international mobile phone manufacturers have increased its efforts to develop lowend market in the saturated market and seize the lowend market that the petitiveness of domestic smart phones is inadequate increasingly. Based on the research of Huawei smartphone product, this article finds that there are many problems in Huawei product strategy according to the theory analysis of product differentiation marketing, especially in product innovation and brand building. This article aims at these problems and bines with the theory analysis of product differentiation marketing to help Huawei seize more market share and profits and make it develop more and more better and fastly. Key words： Smartphone market Differentiated marketing theory Product differentiation Huawei 4 目 錄 1 前言 ........................................................................................................................................ 1 選題背景 ......................................................................................................................... 1 選題研究必要性分析 ..................................................................................................... 1 2 市場(chǎng)營(yíng)銷理論概述 ................................................................................................................ 2 差異化策略定義 ............................................................................................................. 2 產(chǎn)品差異化策略 ............................................................................................................. 2 產(chǎn)品差異化策略定義 ............................................................................................. 2 產(chǎn)品差異化策略內(nèi)容 ............................................................................................. 2 3 國(guó)內(nèi)智能手機(jī)市場(chǎng)環(huán)境 ........................................................................................................ 3 國(guó)產(chǎn)手機(jī)基本情況 ......................................................................................................... 3 國(guó)產(chǎn)智能手機(jī)產(chǎn)品問(wèn)題 ...................................................