A Study On Multinational Management Of National Brand Mobile Phones In West Europe

The main purpose of this paper is to study the transnational business strategy of national brand mobile phone companies in developed countries in Western Europe.This paper takes Huawei as the research subject and studies its success as a representative of the national brand mobile phone enterprise in the developed countries in Western Europe,thus providing experience and reference for the national brand mobile phone companies to explore the Western European market.There are many developed countries with a high level of economic development in Western Europe.Western Europe is the main target market for the transformation of national brand mobile phones from low-end mobile phones to high-end mobile phones.Developed countries in Western Europe have high requirements on the quality and performance of mobile phones,and the mobile phone market has a high barrier to entry.At present,the national brand mobile phone Huawei has successfully entered the mobile phone market of developed countries in Western Europe with its unique transnational business strategy,ranking second in the market share of the mobile phone market in Western Europe.This paper takes Huawei as the research object,and uses PEST analysis to analyze the macro environment of the political,economic,social and technical of the Western European market,and carries out the micro environment from the competition status of the mobile phone market and the main competitors in Western Europe.Through the analysis of the macro environment and micro environment of Western Europe,we can fully understand the consumer preferences,consumption habits,the advantages and resistances when Chinese national brand mobile phone enterprises in the Western European market.It will help Chinese mobile phone companies to better conduct business activities in the Western European market.This paper uses the “STP” analysis method to analyze the market segmentation,target market selection and market positioning.Each Chinese mobile phone enterprise needs to combine its existing product lines and marketing strategies.Enterprises need to segment the market according to the differentiated demand and find the consumer groups that meet the actual and development prospects from the target market,so as to continuously increase the market share of the company's own brand in Western Europe's mobile phone market.This paper uses 4Ps analysis method to take Huawei enterprises as the research object,analyzes its application of product strategy,price strategy,promotion strategy and place strategy in Western European market,and provides experience for other national brand mobile phone enterprises.At the same time,this paper also analyzes Huawei's mobile phone business strategy in Western Europe.The company regulates internal operations and maintains sustainable development through advanced technology innovation strategy and management mechanism strategy.Finally,this paper believes that national brand mobile phone companies need to shape their own brand advantages,adapt to the trend of the times to innovate,establish and improve enterprises' management mechanism and use reasonable marketing strategies to successfully enter the Western European market.It also will help to realize the transformation of national brand mobile phones to the middle and high-end market,enhance the brand awareness and international competitiveness of enterprises.