發(fā)布時(shí)間：2024-03-22 21:49

　　在過(guò)去的幾年里,由于科技的發(fā)展,中國(guó)的移動(dòng)產(chǎn)業(yè)已經(jīng)變得越來(lái)越成熟。Oppo、Vivi、小米、華為等中國(guó)手機(jī)品牌迅速崛起,與三星、蘋(píng)果等手機(jī)品牌的差距逐漸縮小。2018年,華為在全球售出了2億部智能手機(jī),2019年又售出了2.4億部,超過(guò)了iphone。2020年,華為手機(jī)在巴基斯坦的移動(dòng)供應(yīng)商市場(chǎng)份額達(dá)到了17.18%。華為手機(jī)在巴基斯坦是排名第二的著名智能手機(jī)品牌。該公司于1987年由任正非創(chuàng)辦。截至2019年12月,該公司擁有逾19.4萬(wàn)名員工。華為Nova 7i手機(jī)是巴基斯坦人心中最好的智能手機(jī)之一。華為手機(jī)在過(guò)去幾年中市場(chǎng)份額增加的原因是其銷售能力。盡管近年來(lái)在巴基斯坦表現(xiàn)出色,華為手機(jī)在巴基斯坦手機(jī)行業(yè)仍然面臨著激烈的競(jìng)爭(zhēng),三星、小米、Samsung Galaxy A32,i Phone 6s+Oppo F19,xiaomi Redmi Note 11和Vivo Y53都是競(jìng)爭(zhēng)對(duì)手。在這方面,華為手機(jī)需要保持和改進(jìn)自己的營(yíng)銷策略和產(chǎn)品質(zhì)量,以增加在移動(dòng)市場(chǎng)的市場(chǎng)份額,取得更好的效果。該文主要研究華為Nova 7i在巴基斯坦首都伊斯蘭堡的營(yíng)銷策略。該文從產(chǎn)品、價(jià)格、渠道和促銷四...

【文章頁(yè)數(shù)】：98 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
abstract
1.Introduction
    1.1.Research background and significance
        1.1.1.Research background
        1.1.2.Research Significance
    1.2.Review of foreign and domestic literature
        1.2.1.Foreign literature Review
        1.2.2.Domestic Literature Review
    1.3.Research Objectives
    1.4.Research Methodology
        1.4.1.Research Methods
        1.4.2.Research Questionnaire
        1.4.3.Problem Statement
    1.5.Technical Roadmap and conceptual framework of the research
    1.6 The Conceptual Framework of the Research
2.Concept Definition and theoretical basis
    2.1.Marketing Strategy Concept
    2.2.Related theories
        2.2.1.STP Theory
        2.2.2.4P’s of marketing strategy
    2.3.PEST Analysis tools
        2.3.1.Political factor
        2.3.2.Economic factor
        2.3.3.Social and cultural factor
        2.3.4.Technical factor
3. Marketing Status of Huawei Nova 7i in Islamabad Pakistan
    3.1.Huawei Company profile
    3.2.Sales of Huawei mobile phones in China and other world
    3.3.Sales of overall Huawei brand and Nova7i in Pakistan
    3.4.Marketing Status of Huawei Nova7i mobile phones in Islamabad,Pakistan
        3.4.1.Product strategy
        3.4.2.Pricing strategy
        3.4.3.Placing/Channel strategy
        3.4.4.Promotional strategy
4.Problems and reasons in the marketing of Huawei Nova7i mobile phones inIslamabad,Pakistan
    4.1.Survey design
    4.2.Data Collection
    4.3.Survey design and Questionnaire results
    4.4.Existing Problems
        4.4.1.Problem with the product
        4.4.2.Problem with the price
        4.4.3.Problem with channel
        4.4.4.Problem with promotion
    4.5.Cause analysis(The reasons for the above problems)
        4.5.1.The Company leaders did not pay enough attentions to sales work within theregion which eventually leads to below following shortcomings
        4.5.2.Lack of effective promotional strategies
        4.5.3.Lack of specialty and online stores
        4.5.4.Weak market foundation
        4.5.5. The fierce US, China Trade also affects the Huawei mobile phone market inPakistan
        4.5.6.Cross-Cultural marketing strategy needs to be improve
5.Marketing Environment of Huawei Nova7i in Islamabad,Pakistan
    5.1.PEST Analysis
        5.1.1.Political factor
        5.1.2.Economic factor
        5.1.3.Social factor
        5.1.4.Technological factor
    5.2.Industry and competitor analysis
    5.3.SWOT analysis
        5.3.1.Advantage analysis(Strength)
        5.3.2.Disadvantage analysis(Weakness)
        5.3.3.Opportunity analysis
        5.3.4.Challenge analysis
6.Improvement of Huawei Nova7i mobile phone marketing strategy in Islamabad,Pakistan
    6.1.Huawei’s market positioning strategy
        6.1.1.Market segmentation
        6.1.2.Selection of target market
        6.1.3.Market positioning
    6.2.Improvement measures of marketing strategy
        6.2.1.Improvement of product strategy
        6.2.2.Improvement of price strategy
        6.2.3.Improvement of channel strategy
        6.2.4.Improvement of promotion strategy
7.Conclusion
    7.1.Recommendations
    7.2.Limitations of the study
    7.3.Future scope of the study
References
Acknowledgment
Dedication
Appendix-1
Appendix-2



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