华为手机在俄罗斯的营销策略研究

发布时间：2024-06-23 10:29

　　本论文探讨了华为在俄罗斯市场推广智能手机时应采取的营销策略。作为世界上最大的智能手机制造商之一,华为在美国对中国电信巨头的攻击中遇到了一系列困难和挑战。2020年第四季度,华为的手机销量同比下降了44.1%,除本土中国外,其他地区(包括俄罗斯)的手机销量在未来两年都有所下降。在此背景下,作者调查了华为在俄罗斯的营销策略,并比较了172人对华为及其产品的态度。此外,还使用了SWOT工具对华为公司的战略进行了全面分析。结果表明,俄罗斯消费者对华为产品的态度模棱两可。许多人不信任该公司,因为他们对质量有疑虑。这就是为什么有必要制定新的营销战略,帮助在俄罗斯人中以积极的方式重塑华为,并鼓励他们使用该公司的产品。本文提出了华为应采取的三种主要营销策略:忠诚营销策略、直接营销策略和数字营销策略。从营销的角度来看,这项研究再次证实必须重视消费者对公司的营销战略和企业发展方向的重要性。

【文章页数】：84 页

【学位级别】：硕士

【文章目录】：
摘要
ABSTARCT
CHAPTER 1 INTRODUCTION
    1.1 Research Background
    1.2 Research Significance
    1.3 Research Objectives
    1.4 Research Organization
CHAPTER2:LITERATURE REVIEW
    2.1 Marketing Strategy
    2.2 Huawei Market Strategy
    2.3 Huawei Market Strategy in Russia
CHAPTER3:HISTORY OF HUAWEI IN RUSSIA
CHAPTER4:METHODOLOGY AND TOOLS
    4.1 Research Methods
    4.2 Theoretical Framework
    4.3 Analytical Tools
CHAPTER5:ANALYSIS OF HUAWEI SMARTPHONE MARKET STRATEGY IN RUSSIA
    5.1 Analysis of Huawei’s marketing environment in Russia
    5.2 Huawei SWOT analysis
        5.2.1 Strengths of Huawei
        5.2.2 Weaknesses of Huawei
        5.2.3 Opportunities
        5.2.4 Threats to Huawei
        5.2.5 Conclusions of SWOT-analysis
    5.3 Analysis of the Russian smartphone users attitude towards Huawei products
        5.3.1 Socio-demographic characteristics of the respondents
        5.3.2 The first question of the marketing part of the survey
        5.3.3 The second question of the marketing part of the survey
        5.3.4 The third question of the marketing part of the survey
        5.3.5 The fourth question of the marketing part of the survey
        5.3.6 The fifth question of the marketing part of the survey
        5.3.7 The sixth question of the marketing part of the survey
        5.3.8 Answers to the seventh question of the marketing part of the survey
        5.3.9 The eighth question of the marketing part of the survey
        5.3.10 The ninth question of the marketing part of the survey
        5.3.11 The tenth question of the marketing part of the survey
        5.3.12 Factors affecting the choice of smartphones
        5.3.13 Factors influencing the choice of tablets
        5.3.14 Factors affecting the choice of computers
        5.3.15 The fourteenth question of the marketing part of the survey
        5.3.16 The fifteenth question of the marketing part of the survey
CHAPTER6:SOLUTION AND CONCLUSION
    6.1 New Marketing Strategy for Huawei
        6.1.1 Loyalty Marketing Strategy
        6.1.2 Direct Marketing Strategy
        6.1.3 Digital Marketing Strategy
    6.2 Conclusion
    6.3 Limitations and Future research
REFERENCES
ACKNOWLEDGEMENTS



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