一带一路背景下华为的国际化营销战略_英语论文  

A Study on Huawei's International Marketing Strategies Under the Background of One Belt and One Road 

摘要

当今世界经济正朝着全球化方向发展，国际金融危机的影响不断显现,世界经济正缓慢复苏，并且国际投资贸易格局和多边投资贸易规则也正在进行深刻地调整，各国面临的发展问题依然严峻。值此之际，中国提出“一带一路”的发展战略，旨在大力推进区域间的合作与交流，带动区域和平发展与共同繁荣。在这背景下，“走出去”的国际化营销战略已成为我国企业进军国外市场，参与国际竞争与合作的主要方式。而中国电信业霸主－华为，顺应了这一潮流，并成为中国企业成功“走出去”的领头羊之一。

本文首先介绍了国际营销的定义，接着以华为公司为具体案例，阐述其拓展海外市场的原因，然后从探究华为“走出去”所采取的国际化道路入手，对华为国际化所采取的品牌战略、产品战略、创新战略、人才战略这四个战略进行的研究，进而通过SWOT分析法，分析华为国际化的优势和劣势，以及其在国际化进程中面临的机遇和挑战。最后，总结华为成功进军国外市场对我国企业实施“走出去”战略的启示。

关键词：一带一路，华为，国际化，营销战略

Abstract

It is known to all that the development of today's world economy is experiencing internationalization and globalization. Due to the influence of international financial crisis, the world economy shows a slow recovery, and the patterns of international investment as well as the rules of multilateral trade are being adjusted profoundly, so the development problems that all countries around the world faced are still grim. On this occasion, China has put forward a development strategy named "One Belt and One Road" which aims to improve regional exchange, beef up economic cooperation, and narrow the development gap among various economies to promote common prosperity. In such circumstances, "going out" has become the main and fundamental way for Chinese enterprises to enter into foreign markets, participate in international competition and cooperation. While Huawei, tycoon in telecoms industry, has catered to this trend and made itself one of the leaders of Chinese enterprises who have successfully gone out.

This paper firstly presents the definition of international marketing. Then, it takes Huawei Company as a typical example to demonstrate some reasons why Huawei chooses to establish overseas markets in detail. Afterwards, this paper mainly studies how Huawei goes out, and makes a thorough research on brand strategy, product strategy, innovation strategy and talent strategy applied by Huawei, and then utilizes SWOT method to analyze strengths and weaknesses together with some opportunities and threats that Huawei may confront in the process of gradual internationalization. Finally, this paper will summarize the enlightenment of Huawei's successful international marketing strategies on entering into foreign markets.

Keywords: One Belt and One Road, Huawei, Internationalization, Marketing Strategies

Contents

摘要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Huawei’s International Marketing Environment 5

2.1 External Macro Environment 6

2.1.1 One Belt and One Road 6

2.1.2 Cultural Environment 7

2.2 Internal Environment 8

2.2.1 Enterprise Resources 8

2.2.2 Corporate Culture 8

Chapter 3 Huawei’s International Marketing Strategies 9

3.1 Brand Strategy 9

3.1.1 Brand Positioning 10

3.1.2 Brand Attributes 10

3.2 Product Strategy 10

3.3 Innovation Strategy 11

3.3.1 Technology Innovation 11

3.3.2 System Innovation- workers have their shares 12

3.3.3 Management Innovation 12

3.4 Talent Innovation 14

Chapter 4 Huawei’s International Road –“besieging cities with countryside” 15

4.1 Capturing the Rural Market 15

4.2 Entering into Hong Kong 15

4.3 Opening up Developing Countries’ Markets 15

4.4 Expanding Southeast Asian Markets 16

4.5 Exploiting Developed Countries’ Markets 16

Chapter 5Huawei’ International Marketing Status-SWOT Analysis 17

5.1 Strengths 17

5.2 Weaknesses 18

5.3 Opportunities 19

5.4 Threats 20

5.5 Enlightenment for China’s Related Enterprises 21

Chapter 6 Conclusion 23

Acknowledgments 24

References 25