Abstract摘要
本研究旨在探讨华为如何针对英国消费者的特点，制定针对性的智能手机营销策略。本研究的理论基础是大型营销理论，主要从产品、价格、地点、促销、权力和公共关系六个方面来研究华为在英国的营销策略。运用定量研究的方法，通过对英国128名华为消费者的问卷调查，了解他们对华为营销策略的评价。
The research aim was to discuss how Huawei has formulated targeted marketing strategies for its smart phone according to the characteristics of British consumers. The theoretical basis of this study was the Mega Marketing theory, it was mainly from six aspects: product, price, place, promotion, power and public relations to study the marketing strategies of Huawei in the UK. It made use of a quantitative research method, through questionnaire survey on 128 Huawei consumers in the UK to understand their evaluation on Huawei's marketing strategies.
研究结果表明，从市场定位战略的角度来看，华为未来在英国的市场定位可以为18-45岁的年轻消费者设置高端智能手机。相关分析结果表明，华为的产品策略、价格策略、位置策略、促销策略、功率策略和公关策略都会影响英国消费者对其智能手机的满意度。回归分析结果表明，华为的权力战略、区位战略、价格战略、促销战略、公关战略、产品战略越来越大，影响了英国消费者的满意度。从产品策略来看，受访者对华为智能手机很满意，但他们也认为，在品牌形象方面，华为与高端品牌存在差距。考虑到价格策略，受访者接受了华为智能手机的价格，但认为价格不能成为购买华为智能手机的决定性因素。在位置策略方面，受访者对华为的位置设置很满意，方便受访者购买和理解华为智能手机，但对华为直销店的设计不满意，希望华为能够扩大直销店。考虑到华为的促销策略，受访者承认其在英国的知名度很高，但他们认为华为在英国的广告内容需要改进。从权力战略上看，受访者主张英国政府调查华为智能手机是否存在信息披露问题，希望华为能与政府合作，为当地就业和经济发展做出贡献，也希望华为的业务遵守英国的规定。地方法律。在公关策略方面，受访者认为华为在英国社会的公众形象不够好，也不认为华为是一家在英国承担企业社会责任的企业。基于问卷调查结果和大市场营销理论，作者对华为在英国的未来营销策略提出了建议。The research results showed that from the perspective of market positioning strategy, Huawei’s future market positioning in the UK could be set for high-end smart phone for 18-45 years young consumers. The results of the correlation analysis showed that Huawei's product strategy, price strategy, place strategy, promotion strategy, power strategy and public relations strategy can affect British consumers’ satisfaction with its smart phones. The results of regression analysis indicated that Huawei's power strategy, place strategy, price strategy, promotion strategy, public relations strategy, product strategy increasingly large impacted British consumers’ satisfaction. Judging from its product strategy, the respondents were satisfied with Huawei smart phones, but they also believed that there was a gap between Huawei and high-end brands in terms of brand image. Considering price strategy, the respondents accepted the price of Huawei smart phones, but they thought that price could not become the decisive factor in purchasing Huawei smart phones. About place strategy, respondents were satisfied with Huawei's place settings and it was convenient for respondents to buy and understand Huawei smart phone, but they were not satisfied with the design of the Huawei’s direct-sales stores, hoping that Huawei could expand its direct-sale stores. Considering its promotion strategy, the respondents recognized its high visibility in the UK, but they commented that Huawei's advertising content in the UK needed to be improved. Judging from power strategy, the respondents advocated that the British government investigated about whether Huawei smart phone was involved in information disclosure problems, they hoped that Huawei could cooperate with the government to contribute to local employment and economic development, they also hoped that Huawei's business abide British local law. In terms of public relations strategy, the respondents figured that Huawei's public image in the British society was not good enough, and Huawei was not considered to be an enterprise which was very proud to assume corporate social responsibility in the UK. Based on the questionnaire results and the Mega Marketing theory, the author recommend on Huawei’s future marketing strategies in the UK.
Key words: Mega Marketing theory; STP theory; the UK; smart phone; Huawei
Acknowledgements
This dissertation may prove to be one of the most important achievements of my life. It has been a long journey with many ups and downs, but we got there in the end. There are some people that I would like to show my gratitude to.
Firstly, I would like to sincerely thank my supervisor, Dr Georgios Batsakis, for his qualified guidance and for having faith in me. His vast academic experience, as well as being calm, collected and friendly character, has encouraged me to do my best during the whole dissertation process.
Secondly, I would like to thank my family for supporting me throughout the whole process of my Master’s degree and for their ability to encourage me and support me.
Thirdly, I would also like to thank my dear friends Lucy, for our discussions on SPSS, and Cindy, for academic discussions throughout this journey.
Marketing strategies of Chinese smart phone companies in the UK-take Huawei as an example
Table of content
Chapter 1 Introduction......................................................................................................................8
1.1 Background....................................................................................................................8
1.2 Research significance...................................................................................................11
1.3 Research aim and objectives........................................................................................12
1.4 Research question........................................................................................................13
1.5 Framework of this thesis..............................................................................................13
Chapter 2 Literature Review..........................................................................................................15
2.1 Introduction..................................................................................................................15
2.2 Research theory............................................................................................................15
2.2.1 The Mega Marketing theory................................................................................15
2.2.2 STP theory...........................................................................................................16
2.3 Concept theory.............................................................................................................17
2.4 An empirical study on the internationalization of Huawei..........................................18
2.5 Characteristics of consumption behavior of British smart phone consumers..............20
2.6 Critical analysis............................................................................................................21
2.7 Summary......................................................................................................................22
Chapter 3 Methodology...................................................................................................................22
3.1 Introduction..................................................................................................................22
3.2 Quantitative research...................................................................................................23
3.3 Research hypothesis.....................................................................................................23
3.4 Research tool ...............................................................................................................26
3.5 Data analysis................................................................................................................26
3.6 Summary......................................................................................................................27
Chapter 4 Results.............................................................................................................................28
4.1 Introduction..................................................................................................................28
4.2 Demographic information analysis and reliability, validity.........................................28
4.2.1 Demographic information.................................................................................28
4.2.2 Reliability and validity......................................................................................28
4.3 Product strategy............................................................................................................29
4.4 Price strategy................................................................................................................30
4.5 Place strategy...............................................................................................................30
4.6 Promotion strategy.......................................................................................................31
4.7 Power strategy..............................................................................................................32
4.8 Public relation strategy.................................................................................................32
4.9 Correlation analysis.....................................................................................................33
4.10 Summary....................................................................................................................36
Chapter 5 Discussion.......................................................................................................................36
5.1 Introduction..................................................................................................................36
5.2 STP analysis.................................................................................................................36
5.2.1 Market segmentation.........................................................................................37
5.2.2 Target market....................................................................................................38
5.2.3 Positioning........................................................................................................39
5.3 Product strategy............................................................................................................39
5.3.1 Product competitiveness...................................................................................39
5.3.2 Brand image......................................................................................................40
5.4 Price strategy................................................................................................................40
5.5 Place strategy...............................................................................................................42
5.6 Promotion strategy.......................................................................................................43
5.7 Power strategy..............................................................................................................45
5.8 Public relation strategy.................................................................................................46
5.9 Summary......................................................................................................................48
Chapter 6 Recommendation...........................................................................................................48
6.1 Introduction..................................................................................................................48
6.2 Product strategy............................................................................................................48
6.3 Public relations strategy...............................................................................................49
6.4 Promotion strategy.......................................................................................................49
6.5 Price strategy...............................................................................................................50
6.6 Place strategy..............................................................................................................50
6.7 Power strategy.............................................................................................................51
6.8 Summary......................................................................................................................51
Chapter 7 Conclusion......................................................................................................................52
7.1 Introduction..................................................................................................................52
7.2 Main points..................................................................................................................52
7.3 Limitation and further research....................................................................................53
References.........................................................................................................................................55
Appendix I Questionnaire...............................................................................................................61
Appendix II: Questionnaire survey results....................................................................................64
Chapter 1 Introduction
1.1 Background
As the most important invention in the communication history, smart phone has developed over ten years. The emerging smart phone is a very significant milestone in this development. Compared with traditional mobile phones, smart phone can not only text and call but can process various complex operations using internet (Donald, 2012). Now smart phone has affected all aspects of people’s lives, people can use it for shopping, communication, learning, and so on. The very first smart phone was invented in 2001 and since then the smart phone market has experienced huge changes (Yungfu, Congsiand and Hao, 2009). In 2016, the shipment amount of global smart phone was 1.45 billion, there were more than 2 billion of people who used smart phones, mobile phone manufacturing industry has become one of the industries with a high technological content, high profit and the most intense competition (Giachetti and Marchi, 2017).
.................................
7.3 Limitation and further research
Limitations of this study may be reflected in the following two aspects. One is that the number of samples surveyed was not enough. Huawei has millions of consumers in the UK, but the number of samples investigated in this study was 112, the proportion of the samples is too small, resulting in that the conclusions of this study may be lack of sufficient representation. The other is that this study was based on the theory of the Mega Marketing theory, and the Mega Marketing theory mainly emphasizes how to formulate the marketing strategy from an enterprise's point of view, while ignoring the development of marketing strategy from the perspective of consumer demand, in the current situation when the smart phone market in the UK is becoming saturated, consumers have more options in purchasing, therefore, just from an enterprise's perspective to develop marketing strategy is probably not enough.
In the future study, the author will be from two aspects to implement a more in-depth study: first, to expand the sample size to ensure that the research results are more representative. Second, it will be based on 4C, 4R, marketing theory, relationship marketing theory, as well as the perspective of consumer demand to discuss the development of Huawei's marketing strategy in the UK, recommending on how Huawei improves consumer loyalty and maintains a long-term cooperation with consumers.
References
Abu-Shanab, E. A. and Abu-Baker, A. N. (2014). Using and buying mobile phones in Jordan: implications for future research and the development of new methodology. Technology in Society, 38(8), 103-110.
Anshari, M. and Alas, Y. (2015). Smartphones habits, necessities, and big data challenges. The Journal of High Technology Management Research, 26(2), 177-185.
Arruda-Filho, E. J. M. and Lennon, M. M. (2011). How iPhone innovators changed their consumption in iDay2: Hedonic post or brand devotion. International Journal of Information Management, 31(6), 524-532.
Arruda-Filho, E. J. M., Cabusas, J. A. and Dholakia, N. (2010). Social behavior and brand devotion among iPhone innovators. International Journal of Information Management, 30(6), 475-480.
Bergvall-Kåreborn, B.andHowcroft, D. (2013). The Apple business model: crowdsourcing mobile applications. Accounting Forum, 37(4), 280-289.
Best, J.W. (1997). Research in education. 3rd ed. EnglewoodCliff, NJ: Prentice Hall, Inc.
Braekkan, P. K. F., Heather, W. and Kim, W. (2012). Smartphone and medical related App use among medical students and junior doctors in the United Kingdom (UK): a regional survey. BMC medical informatics and decision making, 30(12), 121.
Byeongwoo Kang.(2015). The innovation process of Huawei and ZTE: patent data analysis. China Economic Review, 36(11), 378-393.
Caihong Liu (2014). Analysis on application of marketing strategy of Huawei smart phone. Management, 3(4), 213-220.
Carnevale, M., Luna, D. and Lerman, D. (2016). Brand linguistics: A theory-driven framework for the study of language in branding. International Journal of Research in Marketing, 3(12), 401-418.
Cecere, G., Corrocher, N. and Battaglia, R. D. (2015). Innovation and competition in the smartphone industry: is there a dominant design? Telecommunications Policy, 39(3–4), 162-175.
Chmielarz, W. (2015). Study of smartphones usage from the customer's point of view. Procedia Computer Science, 65, 1085-1094.
Cihan Zhao.(2014). Analysis on the internationalization path of Chinese enterprise brand. Academic Exchange.
Creswell, J. (2003). Research design: qualitative, quantitative, and mixed methods approaches. London: International Educational and Professional Publisher.
Decker, R. and Trusov, M. (2010). Estimating aggregate consumer preferences from online product reviews. International Journal of Research in Marketing, 27(4), 293-307.
Díaz, G. R. (2017). The influence of satisfaction on customer retention in mobile phone market. Journal of Retailing and Consumer Services, 36(5), 75-85.
Donald, H. (2012). Hanging on the telephone: Mobile phone use patterns among UK-based business travellers on work-related journeys. Transportation Research Part F: Traffic Psychology and Behaviour, 15(2), 101-110.
Fu, K. (2012). Market marketing strategy of China's electronics manufacturing enterprises in the developed countries – take Huawei's European market as an example. Enterprises Economy, (10), 112-116.
Garcia-Swartz, D.D. and Garcia-Vicente, F. (2015). Network effects on the iPhone platform: An empirical examination. Telecommunications Policy, 39(10), 877-895.
Giachetti, C. and Marchi, G. (2017). Successive changes in leadership in the worldwide mobile phone industry: the role of windows of opportunity and firms’ competitive action. Research Policy, 46(2), 352-364.
Giachetti, C., Lampel, J. and Li, P. S. (2016). Red queen competitive imitation in the UK mobile phone industry. Academy of Management Journal, 8(1), 205-221.
Graeme, H. and Conniss, L. R. (2015). Investigating evidence of mobile phone usage by drivers in road traffic accidents. Digital Investigation, 3(12), 30-37.
Haenlein, M. (2013). Social interactions in customer churn decisions: The impact of relationship directionality. International Journal of Research in Marketing, 30(3), 236-248.
Hardill, I. and Olphert, C. W. (2012). Staying connected: exploring mobile phone use amongst older adults in the UK. Geoforum, 43(6), 1306-1312.
Haslam, C., Tsitsianis, N., Andersson, T. and Yin, Y. P. (2013). Apple's financial success: The precariousness of power exercised in global value chains. Accounting Forum, 37(4), 268-279.
Hodson, H. (2016). Apple vs FBI: First salvo in the information war. New Scientist, 229(27), 24-25.
Hongjun Zhao(2013). Research on the internationalization promotional strategy of Chinese enterprises' brand. BeijingUniversity of Posts and Telecommunications.
Hsiao, M. H. and Chen, L. C. (2015). Smart phone demand: An empirical study on the relationships between phone handset, Internet access and mobile services. Telematics and Informatics, 32(1), 158-168.
Khan, M., Kulkarni, A. and Bharathi, S. V. (2014). A study on mobile phone buying behavior using an image-based survey. Procedia Economics and Finance, 11, 609-619.
Kobrin, S. J. (1985). Reviewed work: the new multinationals: the spread of third world enterprises by SanjayaLall. The Journal of Developing Area, 19(3), 436-438.
Kotler, P and Rath, G. A. (1984). Design: a powerful but neglected strategic tool. Journal of Business Strategy 5(2), 16-21.
Kuanchin Chen, Jengchung V. Chen, David C. Yen.(2011). Dimensions of self-efficacy in the study of smart phone acceptance. Computer Standards & Interfaces, 33(4), 422-431.
Kumpu, V. (2012). Privacy and the emergence of the “ubiquitous computing society”: The struggle over the meaning of “privacy” in the case of theApple location tracking scandal. Technology in Society, 34(4), 303-310.
Lans, R., Everdingen, Y. and Melnyk, V. (2016). What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions. International Journal of Research in Marketing, 33(4), 924-943.
Laura, D., Leanne, M., Gemma, C. and Lucy, Y. (2013). Opportunities and challenges for smartphone applications in supporting health behavior change: qualitative study. Journal of medical Internet research, 15(4), 86.
Munichor, N. and Steinhart, Y. (2016). Saying no to the glow: when consumers avoid arrogant brands. Journal of Consumer Psychology, 26(2), 179-192.
Murphy, M. C. and Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127-136.
Palmer, A. (2004). Introduction to marketing - theory and practice. UK: OxfordUniversity Press.
Rafiq, M. and Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4-15.
Rato, M. and English, M. (2016). An assessment of injunctions, patents, and standards following the court of justice's Huawei/ZTE ruling. Journal of European Competition Law & Practice, 2(7), 103 - 112.
Sanjaya Lall. (1992). Technological capabilities and industrialization.World Development, 20(2),165-186.
Saunders, M., Lewis, P. and Thornhill, A. (2007). Research methods for business students (4th, ed.).Essex, Pearson Education Limited.
Shengwei Li(2015). An analysis on the content of Huawei's strategy. Science Guide, (11), 255.
Smart, N. J. (2012). A survey of smartphone and tablet computer use by colorectal surgeons in the UK and Continental Europe. Colorectal Disease, September,14(9), 535-538.
Talke, K., Müller, S. and Wieringa, J. E. (2017). A matter of perspective: Design newness and its performance effects. International Journal of Research in Marketing, 6(1), 516-520.
Tesfom, G., Birch, N. J. and Culver, J. N. (2016). Switching behavior of U.S. mobile phone service customers after providers shift from contract to no contract mobile phoneservice plans. Journal of Retailing and Consumer Services, 33(11), 154-163.
Truong, Y., Klink, R. R., Simmons, G., Grinstein, A. and Palmer, A. (2017). Branding strategies for high-technology products: The effects of consumer and product innovativeness. Journal of Business Research, 70(1), 85-91.
Watson, C., McCarthy, J. and Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), 840-849.
Wei Cui (2013). Research on overseas development strategy of China Communications Service Co., Ltd. China Business, (6), 33-34.
Weibing Liu.(2010). Analysis on international marketing strategy of Huawei. Enterprise Economy, 5, 76-78.
YadongLuo, Max Cacchione, Marc Junkunc, Stephanie C. Lu.(2011). Entrepreneurial pioneer of international venturing: the case of Huawei. Organizational Dynamics, 40(1), 67-74.
Yangfu Chang, Congsi Chen and Hao Zhou.(2009). Smart phone for mobile commerce. Computer Standards & Interfaces, 31(4), 740-747.
Yani Liao. (2014). Huawei's marketing strategy research. Consumer Guide, (21), 82-82.
Yudelson, J. (1999). Adapting McCarthy’s four P’s for the twenty-first century. Journal of Marketing Education, 21(1), 60.
Yunus, N. S. N. M. and Rashid, W. E. W. (2016). The influence of country-of-origin on consumer purchase intention: the mobile phones brand from China. Procedia Economics and Finance, 37, 343-349.
Zixu Wang.(2014). Huawei's international marketing strategy. Chinese and foreign entrepreneurs, 11(26), 203-211.