Comparison of marketing strategies between Huawei and Apple

The Analysis and Comparative Study of Brand Strategies of Apple and Huawei in Chinese Market

In today's fiercely competitive mobile phone market, domestic mobile phone brands are striving to retain a place in the global market. As a well-known domestic mobile phone brand, Huawei has developed rapidly in its mobile phone business in recent years. Huawei adopts a multi-brand strategy to expand its target consumer group and increase sales. On the other hand, Apple, as a foreign mobile phone brand, has also achieved remarkable results in the global market. It builds brand loyalty by establishing emotional connections with consumers and retains fixed consumers.

Now Huawei wants to enter the high-end market, which means it has to compete head-on with Apple. Huawei needs to adjust its brand strategy to attract mid- to high-end consumer groups. This article mainly explains the brand strategies currently adopted by Apple and Huawei, showing the differences between the two brands, as well as the advantages that Huawei can learn from Apple. Finally, the paper makes some suggestions on how Huawei can improve its competitiveness in the highly competitive mobile phone market.

Keywords: brand strategy; Apple; Huawei

Abstract

In 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; Huawei

Contents

Acknowledgements i

English Abstract ii

Chinese Abstract iii

Table of Contents iv

List of Tables v

Chapter One Introduction 1

Chapter Two Literature Review 3

Chapter Three Brand Effect on Chinese Consumers 5

3.1 The I

nfluence of Brand Awareness 5

3.2 The Importance of A Good Brand Image 6

3.3 Brand Loyalty 7

Chapter Four The Analysis of Brand Strategies of Apple and Huawei in Chinese Market 8

4.1 Brand Strategies of Apple in Chinese Market 8

4.2 Brand Strategies of Huawei in Chinese Market 9

4.3 Comparisons between Brand Strategies of Apple and Huawei in Chinese Market 11

4.3.1 Product 11

4.3.2 Price 12

4.3.3 Place 13

4.3 .4 Promotion 13

Chapter Five Conclusion 14

References 16