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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：317  下載：59 
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  •  上一筆

    • 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.

    Table of Contents Abstract......................................................................................................................................I Acknowledgement ................................................................................................................... II Table of Contents ................................................................................................................... III List of Tables .......................................................................................................................... VI List of Figures........................................................................................................................VII Chapter 1: Introduction .......................................................................................................... 1 1.1) Research Background ..................................................................................................... 1 1.2) Research Objective ......................................................................................................... 1 1.3) Research Content ............................................................................................................ 2 1.4) Research Framework ...................................................................................................... 2 Chapter 2: Literature Review ................................................................................................. 3 2.1) The Definition of Brand .................................................................................................. 3 2.2) The Role of Brands ......................................................................................................... 3 2.3) Strategic Market Planning in High-Tech Firms.............................................................. 5 2.4) Strategic Brand Management.......................................................................................... 8 2.5) Alliance Brand .............................................................................................................. 10 Chapter 3: Research Methodology ....................................................................................... 12 3.1) Qualitative Approach .................................................................................................... 12 3.2) Selection of Case Method ............................................................................................. 13 3.2.1) Case Studies ........................................................................................................... 14 3.2.2) Semi-structured interview ...................................................................................... 14 3.3) Case Study Design ........................................................................................................ 15 3.4) Unit of Analysis ............................................................................................................ 15 3.5) Judging the Quality of Research ................................................................................... 16 3.6) Case Selection ............................................................................................................... 17 3.7) Data Collection and Protocol ........................................................................................ 18 3.8) Data Sources ................................................................................................................. 19 3.9) Compilation of Data...................................................................................................... 20 Chapter 4: Industry Analysis................................................................................................ 21 4.1) Historical of Smartphone’s battlefield .......................................................................... 21 4.1.1) The world’s first smartphone ................................................................................. 21 4.1.2) Ericsson, Nokia, Microsoft, and others .................................................................. 21 4.1.3) Smartphone market is on roll and the launching of Apple iPhone......................... 22 4.1.4) Industry Shift to Software ...................................................................................... 22 4.1.5) The Wave of China’s Smartphone Breaking into Global Market .......................... 23 4.2) Smartphone’s Segmentation ......................................................................................... 24 4.3) Global Market Share of Smartphone ............................................................................ 26 4.4) Overview of Huawei ..................................................................................................... 28 4.4.1) Company Background ............................................................................................ 28 4.4.2) Huawei Handset’s Story ......................................................................................... 29 4.4.3) Company Direction and Brand Issues .................................................................... 31 4.4.4) Company’s Core Competence ................................................................................ 32 4.4.5) Company Financial Performance ........................................................................... 36 4.4.6) SWOT Analysis...................................................................................................... 37 Chapter 5: Case Study Analysis ........................................................................................... 40 5.1) Overview of Huawei’s Brand Strength and Performance............................................. 40 5.2) Identify Huawei’s Branding Strategy ........................................................................... 42 5.2.1) Huawei’s Vision ..................................................................................................... 42 5.2.2) Huawei’s Position & Values .................................................................................. 42 5.2.3) Brand Associations: Huawei’s Logo ...................................................................... 42 5.3) Product and Price Position Strategy.............................................................................. 43 5.4) Huawei’s Promotion Strategy ....................................................................................... 45 5.4.1) Marketing communication strategy ........................................................................ 45 5.4.2) Celebrity Endorsement ........................................................................................... 45 5.4.3) Make It Possible Campaign.................................................................................... 46 5.5) Huawei Marketing Strategy and Implementation ......................................................... 47 5.5.1) Product Strategy ..................................................................................................... 47 5.5.2) R&D Investment..................................................................................................... 48 5.5.3) Patent Advantage.................................................................................................... 50 5.5.4) Strategic Alliance Strategy ..................................................................................... 50 5.6) Summary of Huawei’s Key Successful Factors............................................................ 52 Chapter 6: Conclusion and Recommendations ................................................................... 54 6.1) Conclusion .................................................................................................................... 54 6.2) Recommendations ......................................................................................................... 54 6.2.1) Suggestion for Huawei ........................................................................................... 54 6.2.2) Suggestion for other companies ............................................................................. 55 References ............................................................................................................................... 57 Appendix - Transcribed interview of ................................................................................... 62

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