ZX Mobile Phone Company's Market Competition Strategy Research In China

ZX Company is the top ten telecommunications company in the world and the top five in China.ZX mobile phone company is the mobile phone business department of ZX company,which is directly under ZX company.In 1998,in order to provide operators with a full range of solutions from system equipment to terminal products,ZX began to lay out mobile terminal products.In the same year,it set up a mobile phone product department,and began to enter the mobile phone market formally.In 2002,ZX Mobile Phone Company(Mobile Phone Division of ZX Company)was established,which identified mobile phone as one of the important development directions of ZX Corporation.In 2005,ZX Mobile Phone Company launched its internationalization strategy in an all-round way to expand the international market.With the rapid popularization of mobile phones in the world,ZX mobile phone business has developed rapidly.At present,ZX mobile phone company has established partnerships with more than 200 operators around the world.Mobile phone products have been sold to more than 160 countries and regions around the world.After 20 years of independent innovation and steady development,ZX mobile phone company has become one of the few manufacturers in the world who have the ability to independently develop full-scale mobile phones,tablets,mobile routers,Desktop Wireless convergence terminals and other mobile terminal products.In 2012,ZX mobile phone shipments made a historie breakthrough,ranking the top five in the world.However,the prospects are not long.At the end of 2013,China's mobile phone market entered a period of adjustment.Internet products represented by millet are rapidly rising,which has caused a huge impact on traditional mobile phone enterprises.Subsequently,sales of OPPO and vivo,which are strong in offline retail channels,grew rapidly.In 2016,sales of ZX mobile phones,which have long relied on the sales channels of operators,declined sharply and suffered serious losses.At the same time,the smartphone market at home and abroad tends to be saturated,slowing down or even negative growth.The competition in smartphone market has intensified,from a hundred schools of thought to oligopoly.In 2018,ZX Mobile Company suffered a serious loss.In this context,ZX mobile phone company is facing a very complex external market environment.Therefore,using what kind of competitive strategy to reverse the decline of ZX mobile phone in the domestic market,seizing the opportunity to develop rapidly has become the key research content of its strategic development.Guided by the theory of enterprise strategic development,this paper uses PEST,Five Forces Model and other strategic analysis tools to explore the current domestic market faced by ZX mobile phone:external environment:macro environment,industry environment,internal environment:the status quo of ZX mobile phone,core advantages.Using SWOT and other tools,this paper analyses the opportunities,threats,advantages and disadvantages of ZX mobile phones in the internal and external competitive environment.Based on this,ZX mobile phone company finally chooses centralized and differentiated competition strategy in the Chinese market.Based on the determined competitive strategy,the strategy implementation and safeguard measures are given to help ZX mobile phone establish its competitive advantage in the Chinese market,overcome difficulties,recover and develop,and achieve its competitive strategic objectives.