Research On Localization Strategy Of Chinese Mobile Phone Enterprises In India

With the acceleration of the internationalization process,Chinese mobile phone companies have also developed rapidly,their domestic share is almost saturated,and the development potential of overseas markets such as the Indian market is huge.Through the environmental considerations of the Indian market and the collection of consumer demand preferences,Xiaomi has developed a localization strategy that is compatible with India and has successfully become a sales giant in the Indian mobile phone market.This paper mainly studies the localization of Xiaomi Company in India through literature analysis,SWOT analysis and case analysis.Firstly,the article analyzes the current situation of Chinese mobile phone companies in the Indian mobile phone market,and finds that the Indian mobile phone market is relatively backward,but the huge number of consumers and unlimited development potential are attracting mobile phone companies from all over the world to explore the Indian market.Secondly,through the SWOT-AHP analysis of the Indian market,the article hopes to obtain the development strategy of localization in India.Through the model results,we can know that in India's complex environment,the most suitable order for India's localization strategy is: ST Strategy,OT strategy,SW strategy,OW strategy.this paper selects ST strategy and OT strategy according to priority level,and proposes marketing localization,R&D localization and human resource localization strategy to target Indian market from these two perspectives.Then,it analyzes the overview of Xiaomi's market in India and how the localization strategy of its implementation opens up the Indian market.At the same time,it analyzes the problems encountered by Xiaomi in the process of localization,and separately operates from Xiaomi Company.Optimization suggestions for channels,product positioning,after-sales service,and price.Finally,based on theoretical analysis and case analysis,the paper draws the following inspirations: 1.Accurately locate the core competitiveness of the enterprise,2.Accurately penetrate the overseas market,3.Grasp the key to localized operation.