试论华为手机在欧洲市场的营销策略

摘 要

随着科技和经济高度全球化的发展，人们的生活水平不断提高，手机的普及

率也日益增高，在日常生活中人们越来越离不开手机。同时“一带一路”的倡议

提出，中国政府对中国企业对外投资的大力支持使得中国企业进入海外市场的速

度加快。近年来，我国成为全球最大的智能手机市场之一，智能手机在我国有优

良的发展前景。华为在2019年年度销售收入达到8588亿元人民币，同比增长

19.1%，净利润达到了527亿元人民币，同比增长5.6%。面对竞争激烈的欧洲市场，

华为手机在2019年第三季度欧洲市场份额为22.2%，在欧洲出货量达到1160万台，

仅次于三星。2019年在中国企业500强上排名15，世界500强企业上排名61，成就

可观，具有丰富的研究意义。

本论文分析了华为手机在欧洲市场营销存在的问题，通过对产品、价格、渠

道和促销策略的分析，提出其存在的问题。首先分析了华为在欧洲市场的规模，

竞争对手以及其在欧洲市场的销售渠道，然后提出华为在欧洲市场具有产品特色

不够突出；仍以低价策略为主；国际销售渠道不够完善和促销力度不足的问题，

最后通过查阅各种文献，对以上四个问题提出华为可以加大技术研发投入以增加

产品特色；加快自主生态系统的研发，具有针对性地进行分层定价；完善国际销

售渠道，加强与中间商的合作和加大推广力度，采用多种促销手段的对策。

关键词：华为手机 营销策略 欧洲市场

Abstract

With the development of high globalization of technology and economy, people's

living standards continue to improve, and the penetration rate of mobile phones is also

increasing. In daily life, people are increasingly inseparable from mobile phones. At

the same time, the "Belt and Road" initiative proposed that the Chinese government's

strong support for Chinese companies 'foreign investment has accelerated the speed of

Chinese companies' entry into overseas markets. In recent years, China has become

one of the largest smartphone markets in the world, and smartphones have excellent

development prospects in China. Huawei's annual sales revenue in 2019 reached

858.8 billion yuan, an increase of 19.1% year-on-year, and net profit reached 52.7

billion yuan, an increase of 5.6% year-on-year. Facing the fiercely competitive

European market, Huawei's mobile phone market share in the third quarter of 2019

was 22.2% in Europe, and shipments in Europe reached 11.6 million units, second

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only to Samsung. In 2019, it was ranked 15th among the top 500 Chinese companies

and 61th among the top 500 global companies, with impressive achievements and rich

research significance.

This paper analyzes the problems of Huawei's mobile phone marketing in Europe, and

puts forward its problems through the analysis of products, prices, channels and

promotional strategies. First analyzed the size of Huawei in the European market,

competitors and its sales channels in the European market, and then proposed that

Huawei has product features in the European market that are not outstanding; still

focus on low-price strategies; insufficient international sales channels and insufficient

promotion Finally, by referring to various documents, I finally proposed to the above

four questions that Huawei can increase investment in technology research and

development to increase product characteristics; speed up the research and

development of independent ecosystems, targeted tiered pricing; improve

international sales channels and strengthen Cooperate with intermediaries and

increase promotion efforts, adopt a variety of promotional measures.

Key words: Huawei mobile Marketing strategy European market

目 录

一、 引言 ................................................ 3

（一） 选题背景及意义 ........................................... 3

（二） 文献综述 ................................................. 4

二、 华为手机欧洲市场的营销现状 .......................... 5

（一） 华为手机欧洲市场销售规模 ................................. 5

（二） 华为手机欧洲市场的主要竞争对手 ........................... 7

（三） 华为手机欧洲市场的销售渠道 ............................... 8

三、 华为手机拓展欧洲市场面临的问题................................. 9

（一） 产品特色不够突出 ......................................... 9

（二）国际营销渠道不够完善 ..................................... 10

（三）促销力度不足 ............................................. 10

（四）低价策略导致利润率较低 ................................... 11

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