Research On Competitive Strategy Of IEA Company's MEMS Mic Business

In the 21 st century,consumer electronics,especially mobile phones,have become indispensable items in people lives.Market research firm IDC said that the global mobile phone shipment reached 1.6 billion units in 2019,with the expansion of mobile communication network coverage in the world,the increasing consumer demand has become the growing source of power in the mobile phone industry.As an important component to transmit sound,More and more use scene modes have put forward higher design requirements for microphones.Weifang IEA Acoustics Group Co.,Ltd.(hereinafter referred to as IEA Company)is the leading enterprise in the domestic electro-acoustic industry.It has developed rapidly in the past decade.Its main business microphone(hereinafter referred to as micro-wheat,micro-electro-mechanical microphone)is an important part of the original function of mobile phones.At present,IEA Company has become the second largest supplier in China.? Although the current expectations for mobile phones are not only satisfied with basic calls,clear and fluent sound quality will inevitably improve the user experience of mobile phones.As market requirements continue to change and industry competition intensify,IEA companies are facing huge market challenges,like customer requirements constantly rising;product cost pressures increasing;the stability of oligopoly supplier supply,these problems have plagued the future development of the product line.Therefore,it is an important goal of IEA to continue to maintain the leading position in the business of MEMS MIC.Based on this,based on the real situation of the enterprise,this paper uses PEST,Porter's Five Forces and SWOT analysis model to analyze the related situation of the enterprise,systematically combs out the situation and development faced by the enterprise,and emphatically analyses the current industry environment,as well as the advantages and disadvantages of IEA company,and how to make use of the current situation.Finally,through SWOT analysis and summary,and the analysis of the market,industry and the entire competition environmental system,finally found a strategy that suitable for the development of IEA's microphone product line.Favorable opportunities to achieve rapid growth of enterprises,while correctly avoiding the risks of enterprises in the current environment.The main research work of this paper is as follows.The first part is the background and significance of the research,the research contents and objectives,the research methods and the main research findings;The second part reviews the literature research status of domestic and foreign enterprise strategy and competitive strategy,and discusses the related concepts;The third part studies the external environment analysis of IEA MEMS microphone business;The fourth part studies the internal environment of IEA MEMS microphone business;The fifth part is the selection and implementation of the competition strategy for MEMS microphone business of IEA company,Taking comprehensive analysis of three types of competitive strategies: cost-leading,differentiation and centralization,a conclusion was concluded that IEA should adopt the strategy of improving product differentiation as the competitive strategy for MEMS microphones.The sixth part studies the guarantee of the implementation of the strategy.From marketing,R & D platform and technology,production management to reduce costs and improve efficiency,cost management throughout the life cycle,deepening the vertical integration of internal resources,etc.Finally,the conclusion that IEA company should adopt the strategy of product difference and customer concentration as the competition strategy of MEMS microphone is formed,focus on planning how to creat a differentiated competitive strategy for MEMS microphone,and finally output a specific implementation and landing guarantee measures.