The Construction Of Consomer Electronics Enterprises' Co-evolutionary Dynamic Capabilities With Consumers In The Emerging Markets

The international mobile phone market competition situation is fast-changing.The king of feature phones-Nokia and Motorola ended with acquisition.The old Android king in the smart phones-HTC also sold their research team.The market changes and technology developments seem to have never ended.The domestic mobile phone manufacturers have change their era from TCL,Bodao and so on to today's Hua Mi OV.In these,the dynamic evolution and lessons learned should be extremely rich.At the same time,the Chinese mobile phones develop overseas markets has become a hot topic today.The study of the successful cases we already has should also be of great value.Nowadays,as the Internet continues to infiltrate our life and continues to reshape the consumer and business ecosystems,the interactive learning process between consumers and businesses is constantly being strengthened.Impact of the change process and interaction between businesses and consumers continue to highlight the co-evolution of dynamic capabilities.When e-commerce-oriented Internet brands and consumers' co-evolutionary dynamic capability construction began to attract the attention of researchers,the co-evolutionary dynamic capabilities of traditional consumer goods companies and consumers which is not based on e-commerce were rarely mentioned.This article is dedicated to thisThis article chooses mobile phone manufacturers as research samples,but also because:In theory,mobile phones are a good material for this scenario(co-evolutionary dynamic capability building)research.In reality,the competitive landscape of mobile phones has undergone drastic changes.This proves that the mobile phone has the good feature for this study,but also gives more practical significance of the study.The marketing process of Chinese companies expanding overseas,due to the company's strangeness to the environment and the unfamiliarity of consumers to the company,should have a more vivid and collaborative development of dynamic capabilities.The Chinese companies expands overseas with their own brands has been a hot topic for a long time.This also gives the research more significance in reality.After explaining several core concepts of this article:co-evolution,dynamic capabilities,and the value model of business and consumer transactions,this paper further elaborates the status of research in this field.The main research foundations and findings are the capabilities for companies to capture,adapt to and even guide the consumer changes which is proposed by Xiao Jinghua and Xie Kang(2014),and the value creation model for corporate and consumer under the service-oriented logic.This article is devoted to exploring and verifying the usefulness of these findings in the scenarios of Chinese mobile phones manufacturers expand in emerging markets.Under the scenarios of China's non-e-commerce-based consumer goods companies which are promoting in emerging markets,whether or not the key findings before can be verified and transplanted also has great theoretical and practical significance.At the same time,in the literature study,the author finds that the research frameworks made by the predecessors have the room for further refining and merging.This article tries to make up for these shortcomings.Under the guidance of the above content,this article selected the Transsion case for a single case study.From various perspectives,the overseas expansion of the Transsion holdings has a strong typical meaning.At the same time,case studies can better reveal the complex relationships behind the phenomenon.And the single case study can further explore the vertical process of evolution.For this article,we have in-depth interviews with African consumers and one of the high-level members of Transsion Holdings.We also collected a large amount of used information from professional media reports,corporate websites,and community forums.Based on all the material above we build the three-phase co-evolution dynamic capability framework.Each phase of the interactive evolution model has been made in detail.At the same time,the co-creation of the value between Transsion and consumer is not prominent,but there is a significant co-creation for company with a wide range of third parties.This article also has a separate part for discussion on this.Through detailed construction and discussion,this article finds several differences between reality and assumptions,and also makes several developments and verifications of the theory.details as follows:1.The evolution and co-evolution of Transsion with consumers in the African market is based on relatively traditional research methods and channels,rather than on the basis of Internet technology which is not as the same focus of domestic research.2.Transsion do not achieve co-value creation with consumers in Africa but achieved significant co-value creation with a large number of third parties.3.In Africa,with the improvement of its own strength and market insight,the ability of Transsion to capture consumer changes and adapt to changes in consumers is continuously deepening and strengthening.However,it does not have the ability to lead consumer changes or make related attempts.4.The objective ability of the company,corporate promotion and consumer awareness,and consumer demand,the four major factors that interact with consumers,and companies have been repeatedly verified in three phases,confirming the effectiveness of the model in this context.