The Research Of International Marketing Strategy Of Huawei Technologies Co.Ltd

The globalization of the economy and the information is an important character of the world development. The telecommunication equipment industry has become the most important impelling force in the economy and the information globalization through providing the rapid and quick communication facility. Telecommunication equipment industry has become more globalizing in the process of improving economy globalization.The Shenzhen Huawei Technologies Co. Ltd (hereafter referred to as"Huawei Company") was founded in 1988. It engaged in the technology of correspondence networking and the research, the development, the production and the sale of product and devoted in providing the rigid network, the mobile network, the data communication network and the network solution plan of increment service domain for the telecommunication operators. Nowadays, Huawei Company has been one of the main suppliers in Chinese telecommunication market. When the Huawei Company was founded, it had established the goal of internationalization and participating the international market competition. Huawei Company has already completed its overall arrangement of the internationalization through unremittingly diligently. And it has established the market branch office, the research and development department and the joint venture in the global 55 countries. Its product enters successively into more than 50 countries and the area, for example, Germany, Spain, Brazil, Russia, Egypt, Thailand, Singapore, South Korea and so on. In 2005, its overseas income account for 58.9% of the total sales income. The mobile customers of the whole world are more than 140,000,000. Huawei Company has developed gradually into the world first-class enterprise. However, facing the increasing demand in international market, the more intense competition in international telecommunication market, the opportunities and the challenge brought by the faster technological innovation, how to optimize its existing international marketing strategy, bring up the company lasting core competitive power through the innovative marketing strategyimplementation is the essential problem for Huawei company in the process of internationalization.The main theory of this article was based on the international marketing theory .The text make use of theory combine with practice, and it combine together research approach with ration to determine the nature. This article takes Huawei Company's overseas market as an object of study and made a set of marketing strategy for it. The author first multi-analysis Huawei Company's international marketing environment, the company's international marketing present situation, and has carried on the SWOT analysis, has discovered the problem which existed in the international marketing strategy. Second, the article determined the company's overseas goal market. Take the Europe marketing as example , from several aspects such as the product, the price, the channel as well as the human resources management the article has formulated the detailed marketing strategy for Huawei Company. Finally, in order to implement the marketing strategy smoothly, the author put forward some implementation proposals for Huawei Company from three aspects of using the talented person to anticipate the independent innovation, introducing dynamic alliance mechanism and strengthening the overseas market risk management.