Research Of Export Strategy Of Chinese Telecommunication Equipment Manufaturing Enterprises

As the reform and opening up further deepens, the export business of telecommunication equipment products made in China has been developing quite steadily and fast. Under the background of the " Go Out" Strategy implemented by the Chinese government in the field of IT products, the telecommunication equipment manufacturing enterprises, especially represented by Huawei Technologies and ZTE CORPORATION, have taken the lead in entering the international market successfully. Though some Chinese telecommunication equipment manufacturing enterprises have gotten good performance in the markets of Africa, Asia and Latin America, we must pay attention to that these enterprises have not got much competitiveness in high-end market in Europe and North America. And the telecommunication equipment products that have been exported abroad are low-value-added and low-end. These factors will hurt the enterprises to increase the international trade competitiveness of their products. However, if Chinese telecommunication equipment manufacturing enterprise expected to enter the high-end market of Europe and North America, they should develop state-of-the-art products as well as the appropriate marketing strategy according to the customers' demand, and at the same time, they will face the furious challenge of the powerful and competitive telecommunication equipment manufacturing enterprises from Europe and North America.This paper studies the product, pricing and marketing strategy which is in order to improve the competitiveness of Chinese telecommunication equipment products, based on the analysis of the exporting situation and marketing strategy of these products during the recent years.Three indexes are brought in this paper to directly estimate the export competitiveness of Chinese telecommunication equipment products. And the export character of nine main exported products is obtained finally. Through the analysis of marketing theory combined with cases, it discusses and evaluates the export strategy that has been implemented by Chinese telecommunication equipment manufacturing enterprises, as is in order to provide suggestion to strengthen their trade competitiveness in the future.This paper calculates the indexes which could be assess the export competitiveness of Chinese telecommunication equipment products by using the updated authoritative data. It separates the export contribution of the foreign invested enterprises in the calculation, and finally, it acquires the comparative real export situation of our state-owned, Civilian-ruin and other kinds of enterprises.