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| 中国企业华为的品牌发展分析【知网24% 6000字 英文】 摘 要 本研究以中国企业华为为研究对象，研究内容为华为其品牌发展现状以及在品牌发展过程中使用的品牌发展策略，并对华为未来的发展方向做出预测。研究发现：华为发展过程十分曲折，华为在根据其所面临的风险不断地做出调整。华为的品牌发展策略一直在变化。影响华为的品牌发展的因素有很多，如自身发展需求，国家经济政策，外贸环境，竞争对手等等。 关键词：华为品牌发展历史及现状；华为品牌发展策略；品牌定位；国际化 Abstract This study takes Chinese enterprise Huawei as the research object,the research content is to Huawei its brand development present situation and the brand development strategy used in the brand development process, and makes the forecast to the Huawei future development direction. The study found that the Huawei development process is very tortuous, Huawei constantly adjust according to the risks it faces. Huawei brand development strategy has been changing.A lot of factors affect Huawei brand development,such as their own development needs, national economic policy, foreign trade environment, competitors. Key Words: Huawei Brand Development History and current situation;Huawei brand development strategy; brand positioning; internationalization Contents Acknowledgements I 摘要 II Abstract III Contents IV 1.Introduction 1 1.1 Research objective 1 1.2 Literature Review 1 1.3 Research Significance 2 2.The Introduction to Huawei Brand 2 2.1 Creation of Huawei Brand 2 2.2 Development of Huawei Brand 3 3.The Analysis of Huawei Brand Development Strategy 6 3.1 Rural to urban 6 3.2 Focus on R & D 9 3.3 International Business Strategy 14 4.The Impact of Huawei Brand Development Strategies 17 4.1 Find the right brand core 17 4.2 Full internationalization 17 4.3 Focus on intellectual property protection 19 5.Conclusion 20 Bibliography 21 |
