This paper aims to deeply analyze and evaluate the marketing strategy of Huawei Technologies Co., Ltd. in the European market. Through comprehensive research background, market environment analysis and specific marketing strategies, this paper reveals how Huawei can stabilize its market position in the fierce international competition. The research adopts qualitative and quantitative methods to systematically discuss Huawei's products, pricing, channels and promotion strategies. The results show that Huawei has successfully built a strong brand influence in the European market with its innovative products, flexible pricing, diversified channels and effective promotion activities. However, in the face of changes in the international political and legal environment, Huawei still needs to constantly adjust its strategy to meet new challenges. This study not only provides valuable reference for Huawei's future marketing, but also provides reference for other China enterprises to enter the international market.

Yan Gong. European Marketing Strategy of Huawei Technologies Co., Ltd. Academic Journal of Business & Management (2024) Vol. 6, Issue 7: 110-114. https://doi.org/10.25236/AJBM.2024.060715.

[1] Lei Xingchang, Xu Ye. Research on the marketing strategy of Huawei mobile phones in the European market [J]. Journal of Changsha University, 2019, 33(01):42-44.

[2] Song Ge. Research on marketing channel strategy of Huawei enterprises in the new environment [J]. Trade Exhibition Economy, 2022(6):60-62.

[3] Kong Ruihuan. On Huawei's marketing strategy [J]. Public Investment Guide, 2020, (02):50-51.

[4] Gao Shan, Wang Fuyin, Wu Yanning. Huawei's "Iron Triangle" marketing model applied to the field of transportation planning business development case analysis [J]. Economic and Technical Cooperation Information, 2020(28):46-47.

[5] Wu Yuezhou. Huawei's strategic customer relationship marketing and management [J]. Sales and Market (Marketing Edition), 2019, (01):10-15.

[6] Zhu Jianwei, Li Bing. Research on domestic marketing strategy of Huawei smart phones [J]. China Business Theory, 2020, (09):53-54.

[7] Liu Wei. Huawei International Brand Building and Global Marketing Strategy [J]. Cooperative Economy and Technology, 2018, (01):44-46.

[8] Greblikaite J. Development of berry farms in Europe: organisational and management issues [J]. Marketing and Management of Innovations, 2019, 2:141-159. 

[9] Sidelnyk N, Margasova V, Duzhyi V. Marketing and management in insurance: impact of innovations measures [J]. Marketing and Management of Innovations, 2021, 5(2):231-242.

[10] Cui Yue, Liu Tifeng. Analysis of Integrated Marketing Communication Strategy of Huawei Smartphones in Mobile Internet Environment [J]. News Research Guide, 2019, 10(12):66+68.