Liu Jinchan
ABSTRACT
This study employed a descriptive correlational approach to examine the relationship between the implementation of Huawei Mobile Phones’ marketing strategies and customer satisfaction in Maoming City, China. The findings showed that Huawei’s strategies in product, price, and promotion were implemented to a great extent, particularly excelling in product variety and promotional discounts. However, the place strategy was only moderately implemented due to limited physical accessibility and localized retail presence. Overall customer satisfaction was high across the four marketing mix elements, with promotional efforts contributing most significantly. Nonetheless, improvements are needed in product durability and distribution convenience. A significant positive correlation was found between the implementation of marketing strategies and customer satisfaction, highlighting that product innovation, flexible pricing, engaging promotions, and optimized distribution channels can effectively enhance the customer experience. The study underscores the importance of aligning the 4P marketing mix with customer expectations to maintain a competitive edge in the dynamic smartphone market. Targeted improvements in distribution efficiency and product localization are recommended to further strengthen customer satisfaction and brand loyalty.
Keywords: Marketing strategy, customer satisfaction, 4P marketing mix, Huawei Mobile Phones, product innovation, pricing strategy, promotional effectiveness, place strategy
https://doi.org/10.57180/sqkh5308