Abstract
Object: The purpose of the study is to form the methodological foundations of the 5G marketing strategy of the leading enterprises in the field of telecommunications on the example of the global company Huawei. Justification of the methodology for determining the competitive advantages of using the 5G marketing strategy. The object of the study is the marketing activity of global companies in the telecommunications market in conditions of digitalization.Methods: System-structural method, diagnostic method, logical-comparative, comparative analysis, statistical analysis, factor analysis, methods of grouping and classification.Findings: The theoretical and methodological foundations of the Huawei company's development of marketing strategy are summarized. Strategies for standardization and adaptation are considered, including innovative smartphones and 5G devicesbased on strategic partnerships in developed countries, as well as examples of successful adaptation to legal, technological and political issues. The conducted analysis determined the advantages of implementing the marketing strategy ofHuawei 5G promotion in Ukraine, standardization of 5G technologies and solutions, the study made it possible to develop proposals for the development of the company's brand and promotion strategy within the framework of the study of the process of developing the company's marketing strategy. Conducted SWOT analysis of Huawei's activities in Ukraine. The article analyses and conducts a comparative analysis of the marketing strategies of Huawei's main competitors (Samsung, Apple), and proposes priority strategic growth vectors.Conclusions: The article substantiates and systematizes the theoretical and methodological approaches to researching the process of developing the company's marketing strategy, defines the main means, methods and technologies for the formation and justification of Huawei's marketing strategy; practical recommendations were developed to strengthen the company's marketing strategy in the field of telecommunications technologies in Ukraine.
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