国内外手机网络营销策略对比-以华为和苹果为例_英语论文                                        

The Comparison of the Network Marketing Strategies between Domestic and International Mobile Phone---A Case Study of Huawei and iPhone

摘要

随着互联网科技的出现以及网民数量的快速增加，中国智能手机市场进入了一个快速发展的阶段。智能手机产品更新速度快，价格下降速度快，行业竞争激烈，这使得营销手段成为了企业在市场上获胜的法宝。网络时代使得网络营销在国内外的市场上发挥着不可或缺的作用。在国外苹果公司取得巨大成功之后，国内的华为公司也厚积薄发，在国内外市场上占了一席之地。

本文首先描述华为和苹果智能手机网络营销策略的发展现状并进行对比，总结出二者的成功之处，其次从苹果智能手机的角度发现华为智能手机可能存在的问题并提出可参考的意见，希望有助于华为智能手机的发展，最后对全文做出一般性总结，同时也希望能够为国内其他品牌的智能手机厂商的网络营销策略提供普遍性的方法。让中国的品牌走向世界，走的更远。

关键词: 营销策略 苹果智能手机 华为智能手机 网络营销策略

Abstract

With the advent of Internet technologies and the rapid increase of Internet users, the smart phone market in China has reached a period in rapid development. The smart phone updates so fast that its price declines rapidly as a result of the fierce competition in the domestic market, which makes the marketing methods become a magic weapon for companies to win the market. However, the Internet age we live in makes the internet marketing strategy play an indispensable role in the market home and abroad. After the big success Apple Inc achieves, Huawei also wins a place in the domestic and foreign market through great efforts.

This paper, first of all, describes the present development status of Huawei and Apple’s network marketing strategy and makes a comparison between them, drawing a conclusion of their success. What’s more, from the viewpoint of Apple’s smart phone, we can find some possible problems may exist in the Huawei smart phone and offer some reference views, hoping to help the development pf Huawei smart phone. In the end, this paper will make a general conclusion, and at the same time it hopes to contribute to the development of other smart phone brands in the domestic market through providing some general methods. In this way, Chinese brand will go to the world.

Key words: Marketing strategy, Apple’s smart phone, Huawei smart phone, Internet marketing strategy 

Contents

Chapter 1 Introduction 5

Chapter 2 An Overview of the Network Marketing Strategy 7

2.1 The Concept and Characteristics of the Network Marketing 7

2.2 Network Marketing of 4Ps 7

2.2.1 Product Strategy 8

2.2.2 Pricing Strategy 8

2.2.3 Promotion Strategy 9

2.2.4 Place Strategy 9

Chapter 3 An Analysis of the Network Marketing Strategy of Huawei Smart Phones 11

3.1 Huawei Technologies Co., Ltd. 11

3.2 A Present Situation Analysis of the Network Marketing Strategy of Huawei 12

3.2.1 Product Strategy 12

3.2.2 Price Strategy 12

3.2.3 Promotion Strategy 13

3.2.4 Place Strategy 14

Chapter 4 An Analysis of the Network Marketing Strategy of Apple’s Smart Phone 15

4.1 Introduction to Apple Inc. 15

4.2 A Present Situation Analysis of the Network Marketing Strategy of iPhone 16

4.2.1 Product Strategy 16

4.2.2 Pricing Strategy 17

4.2.3 Promotion Strategy 17

4.2.4 Channel Strategy 18

Chapter 5 A Comparative Analysis between Huawei’s and Apple’s Smart Phone 19

5.1 The Comparison between Huawei’s and Apple’s Smart Phone 19

5.2 The Potential Problem in the Huawei Smart Phone 20

Chapter 6 Recommendations for the Network Marketing Strategy of Huawei 22

6.1 Product Strategy 22

6.1.1 Improve the Product Differentiation Strategy 22

6.1.2 Enhance the Independent Research and Development Capabilities 22

6.1.3 Protect Huawei Brand 23

6.2 Pricing Strategy 23

6.2.1 A Cost-effective-based Pricing Strategy for Low-end Phones 23

6.2.2 A Product-segmentation-based Pricing Strategy for Middle-end Phones 23

6.2.3 A Boutique-based Pricing Strategy for High-end Phones 24

6.3 Promotion Strategy 24

6.4 Place Strategy 25

Chapter 7 Conclusion 26

Acknowledgements 27

References 28