Huawei Marketing And Technology Strategy In Local Mobile Phone Market

China is the biggest cell phone market of the world. The cell phone end user is over 300 million. Every year large number of cell phone users will change their cell phone and many customers will buy their first cell phone. This huge market is so attractive that many foreign and local companies enter into the mobile phone industry. But local companies are in the worse situation comparing to foreign big brands.Huawei is the famous telecomm and network equipment provider. Since established in 1988, Huawei grow rapidly with the development of telecom industry. Huawei become a competitive and important player in telecom and network industry. But due to Huawei does not focus on local cell phone market before and company's original strategy limited. Huawei is still a small cell phone maker in local cell phone market.This thesis analyzes the competitive circumstance and societal environment using five forces and PEST model. Moreover, the thesis analyzes the value chain of China cell phone industry and the main profit area, including cell phone design house and China mobile operator. Comparing the local cell phone manufacturer, the thesis pointed out some reasons of local companies'failure. This thesis also indicate the innovation of technology will change the strategy of cell phone industry and the company. This thesis then point out the roadmap of Huawei.After the industry analysis, this thesis analyzes Huawei's internal value chain and tries to find the core competence. Comparing to industry leader, this thesis tries to find the key success factors of cell phone industry. On the other hand, this thesis also analyzes the end customer needs and the operator requirements. After that, this thesis analyzes the advantages and disadvantages of Huawei by the SWOT analysis tools.