Huawei's International Marketing Strategy Research

HUAWEI is a famous private-owned supplier of telecommunication networksfor operator around the world in China. As early as 10 years ago, when domestictelecommunication facility suppliers could obtain the profit as high as 1000%,HUAWEI realized that all the telecommunication facility suppliers must beinternational-standardized, and proceeded with the globalization in 1996.Nowadays, its assets have been expanded 1000 times. As a whole, HUAWEI madea huge success in the overseas market, although it also met some kinds ofdifficulty and conflict. Meanwhile, there are some experiences, which can belearned by the other enterprises that are seeking for globalization.Firstly, this Article narrates the development course of the enterpriseand the sales achievement of its main products, and analyses the enterprise'smarket strategies involving the strategy of access to overseas market,customer service strategy, market orientation and positioning strategy aswell as branding strategy. This article emphasizes particularly onintroducing the strategy of entry to markets and the customer service strategy.Finally, there comes a conclusion that, Chinese enterprise could succeed inthe low-level manufacture industry;on the other hand, they could besuccessful in the high-tech industry. HUAWEI not only made outstandingachievement during the course of developing the overseas markets, but alsoestablished the exclusive competitive advantage, which comes from itssuccessful marketing strategies.This Article analyzed HUAWEI's overseas marketing strategies by applyingthe Global Marketing and the Theory of Marketing learned, exploring someenlightenment concerning marketing strategies to Chinese enterprises fortheir globalization.