Comparison of Marketing Strategies between Huawei and Apple

Comparative Analysis of Brand Marketing Strategies between Apple and Huawei in China Market

Brand Strategy Analysis and Comparative Study of Apple and Huawei in China Market

abstract

In today's highly competitive mobile phone market, domestic mobile phone brands are trying to stay in the global market. As a famous domestic mobile phone brand, Huawei has developed rapidly in mobile phone business in recent years. Huawei has adopted a multi-brand strategy to expand target consumers and increase sales. On the other hand, as a foreign mobile phone brand, Apple has made remarkable achievements in the global market. By establishing emotional ties with consumers, it can retain fixed consumers and build brand loyalty.

Now that Huawei wants to enter the high-end market, it means competing head-on with Apple. Huawei needs to adjust its brand strategy to attract middle and high-end consumers. This paper mainly expounds the brand strategies adopted by Apple and Huawei, and shows the differences between the two brands and the advantages that Huawei can learn from Apple. Finally, the paper puts forward some suggestions on how Huawei can improve its competitiveness in the highly competitive mobile phone market.

Keywords: brand strategy; Apple; Huawei

abstract

In the highly competitive mobile phone market, domestic mobile phone brands are striving for their position in the global market. Huawei, as a famous domestic mobile phone brand, has developed rapidly in recent years. It adopts multi-brand strategy to expand the target audience and increase sales. On the other hand, as a foreign mobile phone brand, Apple enjoys a high reputation in the global market, and builds brand loyalty by establishing emotional relationships with consumers, so as to retain the target consumer groups.

As Huawei begins to March into the high-end mobile phone market, it means that it needs to compete directly with Apple, and Huawei has to change its brand strategy to meet the needs of the middle class and upper-class consumer groups. This paper mainly expounds the brands and brand strategies currently adopted by Apple and Huawei, the differences between the two brands, and what Huawei can learn from Apple. Finally, some suggestions on how Huawei can improve its competitiveness in the highly competitive mobile phone market are put forward.

Keywords: brand strategy; Apple; Huawei

content

Acknowledgement I

English abstract 2

China digest iii

Directory 4

Table list v

Chapter 1 Introduction 1

Chapter II Literature Review 3

Chapter III Influence of Brand on Consumers in China 5

3. 1 Impact of brand awareness 5

3.2 The importance of a good brand image 6