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Strategic leverage effect of Huawei brand

Click times: 2215 release time: September 7, 2018 14:08:58
Recently, I attended Huawei's forum and was very impressed. Huawei's brand strategy is very clear, which is to make use of the advantages of technological innovation, adapt to the new digital era, constantly lay out the intelligent ecological chain, and realize the strategic leverage effect by accumulating big victories with small victories in the fields that Huawei is good at.

As you all know, Huawei started with the communication industry. In the past 30 years, Huawei has been accumulating communication technology, from hardware to software, from technology imitation to 5g technology innovation, and from founder Ren Zhengfei's debt of 2 million to sales of 500 billion. Huawei's entrepreneurial story is very much talked about and has become an example for Chinese enterprises to learn from globalization.

For this reason, no matter from Huawei's product line, brand development strategy, or from the development trend of emerging industries, Huawei adopts the concentric diversification strategy, driven by technological innovation, to stabilize and stabilize, so as to expand and strengthen the enterprise scale.

First of all, from the product line point of view, Huawei's technology accumulation strategy is actively fermenting.

We know that since its establishment, Huawei has been working hard in the B2B communication industry for most of its time and gradually shaping its global brand. It has always attached great importance to R & D to catch up with the world's giants. It has been working hard in this industry to pull carts, keep up with the rules, and cultivate technology. In the past decade, Huawei's development speed has suddenly accelerated, cross industry high-speed development, and has constantly used its technological advantages to seize the intelligence Mobile phone "tuyere" has won a lot of cake. In a short period of time, it has become a competitor of famous brands such as apple and Samsung. It can be seen that Huawei's deep technical foundation is fermenting.

At present, Huawei's product line is mainly divided into four categories: one is B2B products, which are mainly enterprise to enterprise product services. For example, Huawei cooperates with China Telecom, China Unicom, China Mobile and foreign telecom companies to provide hardware products such as switches, base station construction and other related communication products, so as to seize the whole of famous brands such as Ericsson, Siemens and Cisco with the advantage of cost performance The ball Market. Second, B2P products, mainly to provide enterprise customers with system solutions, such as technical consulting, software, customized services and other products. Third, B2C products, mainly terminal products, such as Huawei and glory mobile phone series products. Fourth, Huawei cloud products provide customer data platform, such as Huawei cloud + AI + big data + simulation and other technology integration, realize technology integration, improve R & D simulation effect, save resources, improve efficiency, and so on. They are first applied in emerging strategic industries such as intelligent manufacturing and Internet of vehicles, with broad market prospects.

Secondly, from the perspective of brand development, Huawei's concentric diversification strategy forms a butterfly effect.

Huawei's brand development strategy is very clear. It adheres to the strategy of "doing something and not doing something". It adopts the technology related fields, gives full play to its technical advantages, and takes customers as the center, constantly expanding Huawei's "concentric circle" to form a butterfly effect.

In China, before Huawei entered the mobile phone industry, many people did not know the Huawei brand. After Huawei's mobile phone was successful, China was proud of Huawei. Huawei's strategy of technology extension from B2B to B2C further improved the brand awareness and laid a larger market for Huawei's brand expansion and industry development.

For example, the development strategy of the latest Huawei cloud products is also very grounded. Along with the development of the times and technology, it takes technology as the core, and naturally extends to the cloud. Huawei cloud is mainly to serve enterprise customers, establish big data cloud platform services, do not do subdivision of the extensive application, open ports, only do its own good at technical value-added services. At the same time, the strategy of Huawei cloud is also very clear. According to the strategy formulated by Huawei brand strategy committee, in the next few years, Huawei cloud will become the global leading brand in the Internet of vehicles industry. Therefore, Huawei's future strategic ambition and vision are also very accurate!

Finally, judging from the development trend of emerging industries, Huawei is laying out brand superposition effect.

At present, the tide of "Internet +" is piling up, resulting in a new era of new technology and new ecology. A new industrial revolution storm that liberates the human brain is in full swing. In the globalization driven by technological innovation, if the core technology is not mastered, the state and enterprises will be controlled by others. Recently, ZTE event has already sounded the Chinese brand. Through this event, Huawei is more determined to drive the development of technological innovation, and it is easy to form the superposition effect of technology and market driven brands.

According to the information released by Huawei, as of December 31, 2017, Huawei has granted 74307 patents, applied for 64091 Chinese patents and 48758 foreign patents, of which more than 90% are invention patents. In 2018, Huawei is accelerating technology integration and innovation, such as all-round integration and layout in AI, big data, Internet of things, cloud computing, 5g and smart engineering.

It can be seen that each new technology will produce new industries, and new brands will spring up in the future. Huawei has been standing at the bridgehead of new technology and new era. It is laying out new industries and new brands. After Huawei has achieved brand effect in communications and mobile phones, will the latest layout of Huawei cloud and Huawei's new industries in the future be overlapped What about brand effect? We'll see.

As we say, "strategy determines success or failure.". The brand strategy of grounded gas is easy to form strategic leverage effect. Especially in the wave of new technology, cross industry technology integration and application will be the new normal. It accelerates the change of strategy from quantitative change to qualitative change. Huawei brand strategy is worth studying and learning.


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