对华为品牌发展战略问题的探讨

随着社会经济的飞速发展，市场竞争进入白热化阶段，企业若想在今后的发展中占据优势地位，就必须重视品牌建设。具备先进的品牌创新思想、探索有效的品牌创新策略是全面提高企业核心竞争力的法宝。本研究以华为手机为研究对象，一方面通过收集查阅国内外关于5G的文献与书籍，另一方面针对当前华为手机的发展历程、竞争机遇及挑战等进行分析，发现当前华为手机面临强劲的市场竞争对手与较强贸易壁垒，因此根据上述分析提出了扩大品牌影响，凸显品牌特色、拓宽经济链条，保障企业经济循环、整合现有资源、细分消费市场和强化核心技术，加强产品开发等四点建议对策，以期为华为手机在5G时代背景下良好的发展提供新的思路和方法。

关键词：华为；品牌；发展战略

Abstract

With the rapid development of social economy, the market competition has entered the white hot stage. More and more enterprises are facing difficulties in their development. If they want to occupy a place in the fierce market competition, enterprises must pay attention to brand building. It is a magic weapon to have advanced brand innovation ideas and explore effective brand innovation strategies to comprehensively improve the core competitiveness of enterprises. This study takes Huawei mobile phone as the research object. On the one hand, by collecting and consulting domestic and foreign literature and books on 5g, on the other hand, it analyzes the development history, competition opportunities and challenges of Huawei mobile phone. It finds that Huawei mobile phone is facing strong market competition and strong trade barriers. Therefore, according to the above analysis, the paper proposes to expand the brand influence and highlight the brand In order to provide new ideas and methods for the good development of Huawei mobile phones under the background of 5g era, four suggestions and countermeasures are proposed, including characteristics, broadening the economic chain, ensuring the economic cycle of enterprises, integrating existing resources, subdividing the consumer market, strengthening the core technology, and strengthening product development. 

Key words：Huawei; brand; development strategy 

目  录

绪论1

（一）研究背景、目的和意义1

（二）研究思路2

（三）研究方法2

一、品牌创新相关理论综述2

（一）品牌创新基本概念2

（二）品牌创新相关理论基础2

（三）品牌创新途径3

二、华为企业品牌分析3

（一）华为品牌发展概况3

（二）华为企业品牌发展机遇与挑战分析4

三、华为品牌建议对策5

（一）扩大品牌影响、凸显品牌特色6

（二）拓宽经济链条、保障企业经济循环6

（三）整合现有资源、细分消费市场7

（四）强化核心技术、加强产品开发7

（五）加强产品开发、提高产品质量8

结论10

参考文献