Abstract This dissertation takes Huawei, the most concerned domestic e-commerce company, as the research object, through theoretical studies at China and foreign countries, using case analysis and SWOT analysis, in order to discover the secret in the success of Huawei’s new marketing model in the internet age. The current status and trend of mobile Internet industry and the global mobile phone industry are discussed in detail. Through SWOT analysis of Huawei smartphone and emphatical analysis of its new marketing highlight. Finally, I analyze the potential risks in Huawei’s new marketing model, point out its problem in international marketing and put forward corresponding countermeasures, which have a positive and practical significance for Huawei to draw up a future development strategy and also have certain reference significance for other similar Chinese enterprises.
Introduction1.1 Research backgroundIn recent years, with the rapid development of 3G and 4G mobile communication technology mobile, mobile telecommunication technology and internet technology cooperate with each other more and more closely. Various new applications and technologies based on mobile internet are emerging in an endless stream.
The general trend indicates that internet applications will move from “static” to “dynamic”. According to the latest IDC report, in 2013 the global smartphone shipments surpassed 1 billion for the first time whereas the global PC shipments were only 316 million1. The growth of worldwide mobile internet traffic scale increased nearly 100% during the past 18 months, which accounted for 10.01% of the overall internet traffic. And the mobile internet market scale is expected to maintain a growth rate of more than 50% in the next 3 years. Furthermore, the mobile internet market scale is expected to outstrip the traditional internet in five years and even ten times in the future. Thus, we can see that mobile internet market is becoming an increasingly inflated delicious cake, and china is one of the most alluring pieces.According to the statistics of the ministry of industry and information, the number of China mobile phone users has reached 1.
1 billion by June 2014 and mobile internet users increased rapidly to 527 million from 111 million in 2011. According to iResearch data, china mobile internet market scale of the second quarter of 2014 reached 44.48 billion yuan at a year-on-year growth rate of 104.1%2. With a sustained and rapid growth, the mobile internet has become one of the most competitive and fastest growing fields in information industry. Mobile internet has penetrated into numerous aspects of people lives and become more and more indispensable.Many emerging social media like Facebook, blog, forum, community, Weibo are constantly changing the way people get information.
People cannot only acquire, create and disseminate information through these social media but also consume information. Socialization has become a trend of social development. The popularity of socialization has brought not only great convenience to our lives but also great transformation in enterprise marketing and consumer behavior. Social media has been integrated into and will continue to affect public life. The value of social media platform is increasingly apparent and more and more enterprises are aware of the opportunities and challenges brought by socialization.