研究生: |
王美娟 Srima Supattanavat |
---|---|
論文名稱: |
品牌策略管理和實施: 華為個案 Strategic Brand Management and Implementation: Case Study of Huawei |
指導教授: |
葉穎蓉
Ying-Jung Yeh |
口試委員: |
郭庭魁
Vincent Kuo 何秀青 Mei HC Ho |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2018 |
畢業學年度: | 106 |
語文別: | 英文 |
論文頁數: | 73 |
中文關鍵詞: | 品牌 、品牌策略 、管理 、華為 、實施 |
外文關鍵詞: | Huawei |
相關次數: | 點閱:417 下載:59 |
分享至: |
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Huawei has been known one of the famous smartphone’s brand in the world. The company has overtaken Apple and become number 2 smartphone vendor in global market in 2016 which the brand awareness of Huawei has risen up from this outcome. Furthermore, Huawei’s smartphone suddenly becomes well-known internationally around 3 years ago. Meanwhile, Huawei was in the top best global brand in year 2014, 2015 and 2016.
The purpose of this thesis is to capture the success key factor of brand strategy and focus how Huawei’s smartphone become successful in branding and get to Top 3 of smartphone’s global market. This thesis mainly covers about the branding strategy and the implementation which are the global practice of the company and how to effectively position their brand into customer’s perception. This thesis also covers the brand communication strategy of Huawei in order to deliver the message of the brand to customer. The analysis in telecommunication industry and the key factors of Strategic Brand Management to analyze case study of Huawei.
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