| In recent years,Chinese electronic information industry has developed at a high pace.It is especially true when it comes to the mobile phone industry,which has risen quickly.The rapid development of the mobile Internet has promoted the popularity of smart phones,and China has consequently become the largest smart phone market in the world.However,according to IDC data,smart phone market in China has entered the period of saturation.Shipment of the smart phone market in China was 0.444 billion in 2017,which dropped by 4.92% compared with the figure in 2016.This is the first decline after many years' increase of smart phone market in China.Chinese cellphone enterprises represented by Huawei,OPPO,vivo and Xiaomi,etc.have grasped the core technology of communication manufacturing gradually through unremitting efforts in the fierce competition with their foreign counterparts,and has become internationally competitive step by step.In this case,how can Chinese cellphone enterprises maintain their development at a high speed?Through analysis of cellphone market environment in Thailand,it is discovered that political,economic,cultural and technological environments in Thailand market are desirable,and there is also a strong demand in cellphone market in Thailand.In 2016,the total population in Thailand reached 68.86 million while the actual popularity of smart phone was smaller than 37.42%,meaning that there were still 43.09 million people with no access to smart phones.Besides,Thailand is a medium-income country.Therefore,there is huge space for development of Chinese cellphone market in the Thailand market.If Chinese cellphone enterprises want to achieve further development in the Thailand market,it is necessary to make sure that Chinese cellphone enterprises are internationally competitive as well in the Thailand market.First of all,the situation of Chinese cellphone industry is to be analyzed.Chinese cellphone industry develops rapidly in the mobile Internet era,and has formed a complete industry chain,in which the output and export of cellphones made in China have increased continuously.In order to analyze the international competitiveness of Chinese cellphone industry,three revealed indexes,export market share,trade specialization coefficient and revealed comparative advantage,are selected for measurement and calculation.It is discovered that the export market share of Chinese cellphone industry is increasing,its trade specialization coefficient is averagely above 0.95 and its revealed comparative advantage is always above 2.5.All the facts here indicate that Chinese cellphone industry has strong international competitiveness and is still at a strengthening stage.These indexes are further innovated and modified to calculate the international competitiveness of Chinese cellphone industry in the Thailand market,from which it is discovered that export market share of Chinese cellphone industry has reached over 70%,trade specialization coefficient is 0.99 and revealed comparative advantage has gone beyond 4.Therefore,Chinese cellphone market has stronger international competitiveness than the cellphone industries of other countries in the world in the Thailand market.Nevertheless,import and export data of cellphone used in these indexes also include the data of cellphones which belong to foreign cellphone enterprises and are processed and exported in China.So,further analysis should be done on the international competitiveness of Chinese cellphone enterprises in the Thailand market.Chinese cellphone enterprises have made some achievements in the Thailand market.In 2017,Chinese cellphone enterprises occupied 23.89% of market share in Thailand in total,with OPPO,vivo and Huawei taking up 8.06%,3.99% and 3.73% of the market share.Through analysis of the international competitiveness of Chinese cellphone enterprises from consumers' view,consumer survey with regard to the recognition,popularity,satisfaction,reputation,association and loyalty of different cellphone enterprises in Thailand,as well as the survey of cellphone brands which cellphone users in Thailand are likely to buy,it is discovered that indexes of OPPO,the Chinese cellphone enterprise,are lower than those of Apple and Samsung,yet higher than those of TRUE,a Thailand cellphone enterprise.In the ranking list of cellphone brands which customers may choose,Chinese cellphone enterprises,OPPO,Huawei and vivo,are next only to Apple and Samsung and high above Thailand cellphone brands AIS,dtac and TRUE,etc.Chinese cellphone enterprises have strong international competitiveness in the Thailand market,ranking closely behind Apple,the American cellphone company,and Samsung,the South Korean cellphone company.However,Chinese cellphone enterprises are also faced with many problems in the Thailand market: phenomenon of cellphone homogenization has become more and more serious;the low-end and middle-end images of Chinese cellphone enterprises are solidified,making it difficult to expand high-end cellphone market;besides,the copycat phenomenon in the Thailand market is quite severe,impacting the image of Chinese cellphones as well as causing bad influences on the development of Chinese cellphone enterprises.Chinese cellphone enterprises are internationally competitive in the Thailand market,yet there are still many drawbacks in the development which require Chinese cellphone enterprises to focus more on the research and development of core technologies and make effort to raise the international competitiveness of the product;in order to raise the brand image in the Thailand market,it is necessary to work on the high-end cellphone market,establish the smartphone-oriented ecological chain timely to make early preparation;Chinese cellphone enterprises should lay stress on the relation with telecom operators and try to expand sales channels;Chinese cellphone enterprises can sponsor football matches and strengthen sports marketing so that they can further raise their international competitiveness,obtain more market share and higher profits in the Thailand cellphone market. |
PDF Full Text Request