本論文探討了華為在俄羅斯市場推廣智能手機時應采取的營銷策略。作為世界上最大的智能手機制造商之一,華為在美國對中國電信巨頭的攻擊中遇到了一系列困難和挑戰(zhàn)。2020年第四季度,華為的手機銷量同比下降了44.1%,除本土中國外,其他地區(qū)(包括俄羅斯)的手機銷量在未來兩年都有所下降。在此背景下,作者調(diào)查了華為在俄羅斯的營銷策略,并比較了172人對華為及其產(chǎn)品的態(tài)度。此外,還使用了SWOT工具對華為公司的戰(zhàn)略進行了全面分析。結果表明,俄羅斯消費者對華為產(chǎn)品的態(tài)度模棱兩可。許多人不信任該公司,因為他們對質(zhì)量有疑慮。這就是為什么有必要制定新的營銷戰(zhàn)略,幫助在俄羅斯人中以積極的方式重塑華為,并鼓勵他們使用該公司的產(chǎn)品。本文提出了華為應采取的三種主要營銷策略:忠誠營銷策略、直接營銷策略和數(shù)字營銷策略。從營銷的角度來看,這項研究再次證實必須重視消費者對公司的營銷戰(zhàn)略和企業(yè)發(fā)展方向的重要性。

【文章頁數(shù)】：84 頁

【學位級別】：碩士

【文章目錄】：
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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