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1惠州学院HUIZHOUUNIVERSITY毕业论文中文题目：华为智能手机差异化营销策略研究英文题目：ResearchonDifferentiationStrategyofHuaWeiSmartphoneMarketing姓名：蓝旭科学号：100402109专业班级：市场营销（1）班指导老师：刘珩提交日期：2014年5月23日教务处制2华为智能手机差异化营销策略研究姓名：蓝旭科专业：市场营销指导老师：刘珩讲师摘要2012年，中国已崛起为全球第一大智能手机市场。随着智能手机的普及，产品同质化现象日趋明显。国产手机厂商大多都是在千元智能手机上下功夫，抢占更多的低端市场，在中高端市场，旗舰产品屈指可数。然而，国际手机厂商在市场饱和的情况下加大了对低端市场的开发力度，抢占低端市场，国产智能手机产品竞争力不足日趋体现。本文通过对华为智能手机产品的研究，以产品差异化营销理论方法分析，发现华为公司在产品策略上存在着不少的问题，特别是产品创新、品牌建设方面凸显的日益严重。针对这些问题，结合产品差异化营销理论的内容，制定华为智能手机产品的营销策略，来帮助华为公司抢占更高的市场份额和利润，使得企业更好更快的发展。关键词手机市场差异化营销理论产品差异化华为智能手机3ResearchonDifferentiationStrategyofHuaWeiSmartphoneMarketingName:LanXuke，Major:marketing,Instructor:LiuHengLecturerAbstractIn2012,Chinahasbecomethelargestsmartphonemarketintheworld.Inthislargemarket,withthepopularityofsmartphone,thephenomenonofproducthomogeneityisbecomingincreasinglyobvious.Domesticmobilephonemanufacturersaremostlyontheeffortofsmartphonewhicharesoldonethousandyuan,seizingmorelow-endmarket.Butinthehigh-endmarket,theflagshipproductsarenumbered.However,theinternationalmobilephonemanufacturershaveincreaseditseffortstodeveloplow-endmarketinthesaturatedmarketandseizethelow-endmarketthatthecompetitivenessofdomesticsmartphonesisinadequateincreasingly.BasedontheresearchofHuaweismartphoneproduct,thisarticlefindsthattherearemanyproblemsinHuaweiproductstrategyaccordingtothetheoryanalysisofproductdifferentiationmarketing,especiallyinproductinnovationandbrandbuilding.ThisarticleaimsattheseproblemsandcombineswiththetheoryanalysisofproductdifferentiationmarketingtohelpHuaweiseizemoremarketshareandprofitsandmakeitdevelopmoreandmorebetterandfastly.Keywords：SmartphonemarketDifferentiatedmarketingtheoryProductdifferentiationHuawei4目录1前言........................................................................................................................................11.1选题背景.........................................................................................................................11.2选题研究必要性分析.....................................................................................................12市场营销理论概述................................................................................................................22.1差异化策略定义.............................................................................................................22.2产品差异化策略.............................................................................................................22.2.1产品差异化策略定义.............................................................................................22.2.2产品差异化策略内容.............................................................................................23国内智能手机市场环境........................................................................................................33.1国产手机基本情况.........................................................................................................33.2国产智能手机产品问题.................................................................................................33.2.1缺乏核心竞争力.....................................................................................................33.2.2品牌建设力度不足.................................................................................................34华为智能手机竞争策略分析................................................................................................44.1华为智能手机发展历程.................................................................................................44.2华为智能手机产品定位.................................................................................................44.2.1华为手机产品定位.................................................................................................44.2.2国产品牌转型高端定位.........................................................................................54.3华为手机产品研发.........................................................................................................64.3.1提高研发预算.........................................................................................................64.3.2核心自主化.............................................................................................................64.4华为手机品牌产品建设.................................................................................................75华为手机差异化存在问题....................................................................................................86华为智能手机产品差异化对策............................................................................................86.1更加完善的产品定位.....................................................................................................86.1.1产品定位是产品差异化策略实施的前提.............................................................86.1.2华为手机产品差异化策略建议.............................................................................96.2增加产品研发资源确保产品创新.................................................................................96.2.1产品自主研发是差异化策略实施的核心.............................................................96.2.2坚持华为手机核心自主研发.................................................................