【正文】 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 市場營銷理論概述 ................................................................................................................ 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 國內(nèi)智能手機市場環(huán)境 ........................................................................................................ 3 國產(chǎn)手機基本情況 ......................................................................................................... 3 國產(chǎn)智能手機產(chǎn)品問題 ................................................................................................. 3 缺乏核心競爭力 ..................................................................................................... 3 品牌建設(shè)力度不足 ................................................................................................. 3 4 華為智能手機競爭策略分析 ................................................................................................ 4 華為智能手機發(fā)展歷程 ................................................................................................. 4 華為智能手機產(chǎn)品定位 ................................................................................................. 4 華為手機產(chǎn)品定位 ................................................................................................. 4 國產(chǎn)品牌轉(zhuǎn)型高端定位 ......................................................................................... 5 華為手機產(chǎn)品研發(fā) ......................................................................................................... 6 提高研發(fā)預(yù)算 ......................................................................................................... 6 核心自主化 ............................................................................................................. 6 華為手機品牌產(chǎn)品建設(shè) ................................................................................................. 7 5 華為手機差異化存在問題 .................................................................................................... 8 6 華為智能手機產(chǎn)品差異化對策 ............................................................................................ 8 更加完善的產(chǎn)品定位 ..................................................................................................... 8 產(chǎn)品定位是產(chǎn)品差異化策略實施的前提 ............................................................. 8 華為手機產(chǎn)品差異化策略建議 ............................................................................. 9 增加產(chǎn)品研發(fā)資源確保產(chǎn)品創(chuàng)新 ................................................................................. 9 產(chǎn)品自主研發(fā)是差異化策略實施的核心 ............................................................. 9 堅持華為手機核心自主研發(fā) ............................................................................... 10 加快品牌建設(shè)力度 ....................................................................................................... 11 7 總結(jié) ...................................................................................................................................... 11 致 謝 ...................................................................................................................................... 12 參考文獻 .................................................................................................................................. 13 1 1 前言 選題背景 近三年來，中國智能手機市場保持高速增長的態(tài)勢，智能手機已成為時代主流。 本文通過對華為智能手機產(chǎn)品的 研究， 以產(chǎn)品差異化營銷理論方法分析， 發(fā)現(xiàn)華為公司 在產(chǎn)品策略上存在著不少的問題，特別是 產(chǎn)品創(chuàng)新、 品牌建設(shè)方面凸顯的日益嚴重。國產(chǎn)手機廠商大多都是在千元智能手機上下功夫，搶占更多的低端市場，在中高端市場，旗艦產(chǎn)品屈指可數(shù)。 1 惠州學(xué)院 HUIZHOU UNIVERSITY 畢 業(yè) 論 文 中文題目 ： 華為 智能手機 差異化 營銷 策略研究 英文題目 ： Research on Differentiation Strategy of Hua Wei Smartphone Marketing 姓 名： 學(xué) 號： 專業(yè)班級： 市場營銷（ 1）班 指導(dǎo)老師： 提交日期： 2022 年 5 月 23 日 教務(wù)處制 2 華為 智能手機差異化 營銷 策略研究 摘 要 2022 年 ， 中國已崛起為全球第一大智能手機市場。 隨著智能手 機的普及，產(chǎn)品同質(zhì)化現(xiàn)象 日趨明顯。然而，國際手