The Strategy for Huawei Going Global

Huawei’s Initial Market Strategy for Entering the European Market

DOI

10.2991/aebmr.k.220405.057How to use a DOI?

Keywords

Huawei; Europe; marketing; SWOT; consumer

Abstract

At the beginning of the 21st century, the world is moving toward technology and globalization. Chinese enterprises began to step into the international market under policy encouragement. Among them, Huawei, as an electronic communication company, was the first to make a move This paper analyzed how Huawei successfully entered the European market through internal and external environmental efforts. This paper further developed Marketing Mix Theory and Consumer Intention. The relationship between theory and practice has been pointed out in the model, and Huawei’s strategy is analyzed concretely with the theory. Meanwhile, the SWOT method is adopted to analyze the advantages and disadvantages of Huawei. The paper concluded that Huawei can successfully open the European market by setting appropriate prices, producing multi-category series suitable for European people, and carrying out appropriate promotions. These successful strategies of Huawei are general, which can be learned by other enterprises to help them open new markets and go out like Huawei.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Haoyu Lin
PY  - 2022
DA  - 2022/04/29
TI  - The Strategy for Huawei Going Global
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 349
EP  - 355
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.057
DO  - 10.2991/aebmr.k.220405.057
ID  - Lin2022
ER  -