Abstract
At present, telecommunication equipment follows the trend of scientific and technological development and continues to provide a steady stream of power for the promotion of economic and information globalization. Huawei Technologies Co., Ltd. has gradually become a major supplier in China by providing various network solutions for telecom operators. Huawei’s mobile phones and other products have also achieved international layout. R&D institutions, market branches, and joint ventures have been established in many European countries. However, in the face of increasing demand from overseas markets, the fierce competition in the international telecommunications market, and the challenges and opportunities continue to stand out in the context of economic globalization. How Huawei optimizes its existing European brands and implements innovative marketing strategies to form the company’s core competitiveness which is a key issue on the road of internationalization. This article mainly researches the current European marketing strategy of Huawei mobile phone products, and puts forward reasonable suggestions.
Highlights
At present, telecommunication equipment follows the trend of scientific and technological development and continues to provide a steady stream of power for the promotion of economic and information globalization
Huawei Technologies Co., Ltd. has gradually become a major supplier in China by providing various network solutions for telecom operators
Its high-end product series P series and MATE series are gradually shifting from a rapid penetration strategy to a rapid plunder strategy in order to improve the profit of Huawei’s mobile phone business and establish a corporate image
Summary
Huawei often adopts a fast-penetrating new product pricing strategy, uses low prices and strong promotional efforts to achieve the purpose of quickly occupying the market, and increasing market share and lets foreign consumers accept domestic products with the fastest speed and the shortest time (Jin & Yin, 2019). Huawei is furthering its development based on the 3% market share in Spain and Germany and 5% market share. Its high-end product series P series and MATE series are gradually shifting from a rapid penetration strategy to a rapid plunder strategy in order to improve the profit of Huawei’s mobile phone business and establish a corporate image
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