Research on Huawei Mobile Phone Marketing Strategy Based on Market Segmentation Theory
- DOI
- 10.2991/sschd-19.2019.69How to use a DOI?
- Keywords
- Market segmentation, Consumption concept, Purchase motivation, Huawei mobile phone, Marketing strategy.
- Abstract
The development of Internet technology has promoted the popularity of smartphones and intensified the competition among mobile phone manufacturers. With the improvement of the quality of smartphones, the frequency of changing mobile phones has gradually declined, which means that the previous marketing methods that blindly pursue multi-function and low price can no longer meet the needs of consumers. In this paper, twenty-one factors affecting consumers' purchase motivation are analyzed by factor analysis. Four factors are extracted, which are "strong performance", "appearance design", "feature function", " advertising and evaluations of people around ". After cluster analysis with consumers' gender and consumption concept, the smartphone market is finally divided into four parts :"economic pursuer", "follower of popular trend", "appearance preference" and "personality selves". Huawei, as the representative of the domestic mobile phone brand, has a leading share in the domestic market, but there is still a great room for improvement. This paper provides marketing suggestions and strategies for Huawei mobile phone.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yuanyuan Li PY - 2019/12 DA - 2019/12 TI - Research on Huawei Mobile Phone Marketing Strategy Based on Market Segmentation Theory BT - Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019) PB - Atlantis Press SP - 293 EP - 300 SN - 2352-5398 UR - https://doi.org/10.2991/sschd-19.2019.69 DO - 10.2991/sschd-19.2019.69 ID - Li2019/12 ER -