Research On The Entry Strategy Of Chinese Mobile Phone Enterprises In India Market

As a developing country with large population,India has enjoyed rapid economic growth and has played an increasingly important role in the global market.At the same time,India is of great significance to China’s "Belt and Road" strategy.As India implements the "Made in India" strategy,it has promoted the development of India’s manufacturing industry and multinational companies to enter the Indian market one after another.India’s smart terminal market has a huge market size and development potential and has become a global one.The third largest smartphone market has a strong market appeal for Chinese mobile phone companies.As China’s mobile phone market gradually entered a mature period,competition among enterprises has intensified,and market space is approaching saturation,Chinese companies have entered the Indian market to find new breakthrough points and growth points.This article studies the strategy of Chinese mobile phone companies entering the Indian market.First of all,this paper provides an in-depth analysis of the Indian market environment and the status quo of the mobile phone industry and systematically analyzes the background and environment of Chinese mobile phone companies entering the Indian market.On this basis,this article analyzes the motivation of Chinese mobile phone companies to enter the Indian market from three angles based on the theory of enterprise internationalization,and discusses the competitive advantages of Chinese mobile phone companies,the difficulties in entering the Indian market,and the points of strategic choice.Further,the study noted that Chinese companies have adopted different entry strategies in entering the Indian market,including Xiaomi’s "manufacturing and Internet marketing" model,OPPO’s "independent factory construction and high marketing investment" model and Huawei’s "research and development first" model extended from the communication manufacturing to the mobile phone market.Therefore,this paper selects these three companies for case analysis and comparative research,and analyzes and elaborates them from three aspects:entry mode,marketing strategy and employee management.Based on market analysis and case studies,this paper draws the following conclusion:Chinese enterprises should use non-trade models to enter the Indian market as far as possible,among which Chinese companies with small scale or weak capacity for construction are more suitable to choose the OEM model,while large enterprises with production cost orientation can consider the mode of establishing wholly-owned factories.Enterprises with high R&D needs can take advantage of India’s R&D environment to establish R&D centers.At the same time,enterprises should adopt low-price strategy to sell low-end products in marketing strategy,pay attention to the construction of offline channels and product localization,and adjust their entry modes at any time according to the stage of entry into the Indian market.Based on the above studies,this paper proposes relevant countermeasures and suggestions for Chinese enterprises’ strategic choices for entering the Indian market.