Research on marketing risks and strategies of Huawei mobile phones in the European market during Covid-19

Tian Miye (2021) Research on marketing risks and strategies of Huawei mobile phones in the European market during Covid-19. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

China's mobile phone of Chinese brand grows fast, and many of them expand their market in Europe. This dissertation will focus on the European mobile phone market. This paper will discuss the market risk and mobile strategy of Huawei mobile phones in the European market during Covid-19. Then, this dissertation uses the PEST analysis model to analyze the external environment of the European industry for Huawei, and using the SWOT analysis model to analyze the status quo of Huawei’s corporate strategy, pointing out the advantages and disadvantages of Huawei’s mobile phone marketing in Europe, as well as the opportunities and opportunities for corporate development. Then, this dissertation analyzes the problems, and based on the 4Ps marketing theory, putting forward suggestions for Huawei to optimize product positioning, brand cooperation, channel relationships, and promotional methods, and providing a market-oriented expansion of market share for Huawei’s mobile phones. These suggestions are also useful for other domestic manufacturers to expand their marketing strategies in Europe.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	COVID-19, European market, Huawei mobile phones, marketing risks, marketing strategies, risk map
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:04
Utolsó módosítás:	2021. Feb. 08. 13:04

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