The strategy of international brand expansion of it enterprises: a case study based on Huawei

Abstract There are two ways of brand expansion for IT enterprises in the world, i.e. internal accumulation expansion and external expansion, involving internal expansion and external expansion respectively. The international expansion strategy of IT brands mainly includes product positioning strategy, customer group selection strategy, location selection strategy, marketing channel strategy, and global public relations strategy. If IT enterprises want to expand their brands successfully in the world, they need to carry out effective innovation in product positioning, market segmentation, location selection mode, marketing methods, public relations system construction, etc.