A Study on Huawei's Marketing Strategy in the Mobile Phone Market from the Perspective of SWOT Theory

In the increasingly competitive global smartphone market, Huawei, as a leading Chinese technology enterprise, has attained widespread attention for its development and marketing strategies. Using SWOT theory as the analytical tool, this study examines Huawei’s strengths, weaknesses, opportunities, and threats to propose marketing optimization strategies. Findings show that Huawei’s major strengths lie in its sustained R&D investment supporting proprietary technologies (such as Kirin chips, HarmonyOS, and leading 5G patents), a diversified product portfolio (Mate, P, Nova, and Enjoy series), and a high brand awareness and user loyalty. However, weaknesses remain in chip supply restrictions, misaligned flagship pricing, and lagging overseas channels. Externally, opportunities arise from 5G-driven market growth, emerging market demand, and consumers’ pursuit of high-quality functions. Meanwhile, threats include fierce competition from Apple, Samsung, and domestic brands, market access risks due to trade protectionism, and technological innovation pressure. The study provides a reference for Huawei to strengthen competitiveness and for other enterprises to refine marketing practices.