A Study on Huawei Mobile Phone’s Community-based Marketing Strategy in Beijing

Abstract

In this thesis, through understanding Huawei’s marketing profi le in intelligent terminal cell phone products, designing and distributing questionnaires, collecting and statistically analyzing data and interviewing to draw out the problems in the process of community-based marketing practice: narrow user positioning, insufficient product targeting; content clutter, insufficient precision coverage; insufficientinteraction and influence of community-based marketing; low rate of re-buying, and customer stickiness needs to be improved. And from the perspective of 4R marketing theory, corresponding optimization strategies are proposed.