Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)

Research on Huawei Mobile Phone Marketing Strategy Based on Market Segmentation Theory

Authors
Yuanyuan Li
Corresponding Author
Yuanyuan Li
Available Online December 2019.
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/).

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Volume Title
Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
December 2019
ISBN
978-94-6252-859-8
ISSN
2352-5398
DOI
10.2991/sschd-19.2019.69How to use a DOI?
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  -