蘋果和華為在中國市場品牌營銷策略的對比分析研究_英語論文The Analysis and Comparative Study of Brand Strategies of Apple and Huawei in Chinese Market摘要在現(xiàn)如今競爭激烈的手機(jī)市場中，國內(nèi)手機(jī)品牌正在爭取能在全球市場中留有一席之地。華為作為著名國內(nèi)手機(jī)品牌近幾年在手機(jī)業(yè)務(wù)上發(fā)展迅猛,。華為采用多品牌策略為其擴(kuò)大了目標(biāo)消費人群并增加了銷量,。另一方面，蘋果作為外國手機(jī)品牌，在全球市場中的成績也可圈可點，通過與消費者建立情感聯(lián)系來建立品牌忠誠度從而留住固定消費者。如今華為想要進(jìn)軍高端市場,，這就意味著它要和蘋果進(jìn)行正面競爭。華為需要調(diào)整它的品牌策略來吸引中高端消費人群,。本文主要闡釋了蘋果與華為現(xiàn)在采用的品牌策略,，展現(xiàn)了兩個品牌間的差異，以及華為能從蘋果身上學(xué)到的優(yōu)點,。最后,，論文對華為如何在競爭激烈的手機(jī)市場中提高競爭力提出一些建議。關(guān)鍵詞：品牌策略,；蘋果,；華為AbstractIn the fiercely competitive mobile phone market, domestic mobile phone brands are struggling to fight for a position in the global market. Huawei, as a famous domestic mobile phone brand, has developed its mobile phone business rapidly in the recent years. It employs multiple-brand strategy to enlarge the group of target audiences and to increase the sales volume. On the other hand, Apple as a foreign mobile phone brand, with a great reputation in the global market, retains its target consumer groups by building emotional relationship like fan-ship with its consumers to build brand loyalty.As Huawei begins to march to high-end mobile phone market, which means it needs to compete with Apple directly, Huawei has to change its brand strategy to adjust to the need of middle-class and upper-class consumer groups. This thesis mainly demonstrates the brand strategies that Apple and Huawei currently employ, the difference between the two brands, and what Huawei can learn from Apple. Finally, some suggestions are made for Huawei to increase its competitive edge in the fiercely competitive mobile phone market.Key Words: Brand Strategy; Apple; HuaweiContentsAcknowledgements iEnglish Abstract iiChinese Abstract iiiTable of Contents ivList of Tables vChapter One Introduction 1Chapter Two Literature Review 3Chapter Three Brand Effect on Chinese Consumers 53.1 The Influence of Brand Awareness 53.2 The Importance of A Good Brand Image 63.3 Brand Loyalty 7Chapter Four The Analysis of Brand Strategies of Apple and Huawei in Chinese Market 84.1 Brand Strategies of Apple in Chinese Market 84.2 Brand Strategies of Huawei in Chinese Market 94.3 Comparisons between Brand Strategies of Apple and Huawei in Chinese Market 114.3.1 Product 114.3.2 Price 124.3.3 Place 134.3.4 Promotion 13Chapter Five Conclusion 14References 16

現(xiàn)在的營銷其實都差不多，網(wǎng)上打廣告,，然后讓一些大b幫忙宣傳