Research On The Strategy Of Chinese Mobile Phone Enterprises Entering Western Europe Market

With the deepening of economic globalization,many Chinese enterprises have accelerated their overseas expansion.In recent years,Chinese mobile phone international competitiveness has gradually increased,the operation and management of related enterprises in domestic and foreign markets have been a key issue in the international business,many scholars have studied the entry of Chinese mobile phone enterprises into developing countries like India.As the development of mobile phone industry,Chinese mobile phone market has experienced a period of rapid growth,the domestic demand of mobile phone has slowed down,the companies need to break through the development of "ceiling",enterprises are also facing the problem of "neck jamming" caused by the United States.To obtain long-term development overseas,the potential Western Europe market having more potential than India is attracting the attention of many enterprises,however,few experts have put forward systematic research results.Therefore,based on the above background,it is of great practical significance to study the strategy of Chinese mobile phone enterprises to enter Western Europe market.The research object of this paper is the strategy of Chinese mobile phone enterprises entering Western Europe market.International market entry strategy is a comprehensive plan,including macro-environment analysis,entry timing,entry mode,and marketing strategy.This paper elaborates the feasibility and strategy of Chinese mobile phone enterprises entering the market based on qualitative and quantitative methods.Firstly,Porter's Five Forces is used to analyze enterprise motivation and mobile phone industry environment.Secondly,it elaborates the macro environment and entry opportunities of Western Europe market by PEST and SWOT analysis.Then,it explains the international competitiveness of Chinese mobile phone by calculating MS and RCA index.Also,referring to the international market selection model and establishing the evaluation index system combining the indicators of per capita GDP,inflation rate,and the total export of mobile phones,this paper quantitatively analyses the market potential and trade barriers of Western Europe countries.Finally,the paper makes a detailed comparative study on the market entry mode and development strategy of Huawei and Xiaomi in Western Europe.This paper finds that global competition in the mobile phone market,overseas Matthew effect and other factors promote Chinese mobile phones enterprises turn to Western Europe,domestic mobile phone enterprises in the core component technology innovation has a greater room for improvement and it is promising.The quantitative analysis shows that Chinese mobile phone is a highly competitive product and can enter Western Europe market.In terms of market selection,the Netherlands,Germany,and the UK are the ideal target markets for Chinese mobile phones,and on the whole,Western Europe has more long-term market share growth space.Through the comparative case analysis of Huawei and Xiaomi,it finds that the communication industry iteration period is the better time to enter,following the international development sequence,the two enterprises gradually entered the Western European market from trade to contract type or investment type step by step,and their market strategies also manifest their own characteristics.At present,various enterprises are focusing on the overseas high-end market.Entering Western European market exerts a positive effect in promoting the business logic and supply chain of Chinese mobile phone enterprises.Finally,the paper summarizes the research conclusion and puts forward some suggestions on the internationalization of Chinese mobile phone enterprises under the background of global competition and chip shortage.