Research On Global Value Chain And Marketing Strategy Of Chinese Communication Equipment Enterprises

Under the background of economic globalization, multinational enterprises have entered China's prospering high-tech industries, in order to serve for their global strategies. They have gained most of Chinese markets through M&A or green investment. For example, in 2005, foreign-funded enterprises occupied 83.53 percent of the whole Chinese market share. With the intense competition, Chinese domestic enterprises have to join and become a low segment of the global value chain dominated by multinational enterprises. However, some of them, such as Huawei and Zhongxing, have learned to play with the giants and grown strong with their competitive advantages and peculiar advantages. We are encouraged by their achievements and expect they can upgrade in the global value chain and gain more profit.Rational and effective marketing strategies have great meaning for enterprises' objectives. With the Changing of commerce environment and enterprise management mode, marketing strategy theory has evolved from 4Ps (Product,Price,Place,Promotion) to 4Cs (Consumer,Cost,Convenience,Communication), 4Rs (Relevancy,Respond,Relation,Return) and 4Vs (Versatility,Value,Variation,Vibration) and provided guide for enterprises in different environments. As one of the most important enterprise activities, marketing is not separated from other activities, but connected tightly with enterprises' internal and external value chains. Guided by value chain marketing, on the one hand, enterprises can strengthen its dominating position by integrating and coordinating R&D, production, sale and service; on the other hand, they can gain more value in the value chain through cooperation with upper, middle, and lower channel members, and occupying key segments.Based on empirical analysis, this article tests Chinese domestic communication equipment enterprises' concentration ratio, profitability, solvency, development potential and operating ability of the top 20 powers and comes to the conclusion that on the whole, domestic enterprises are located in a weak position. They are also polarized and a few leading enterprises have obtained advantages through overseas investment and R&D. However, domestic enterprises, even the leader need working harder to realize functional upgrading and inter-sector upgrading. This article discusses how to increasing their value-added, taking into account upgrading direction of Chinese domestic communication enterprises and using the tools of latest marketing theories. There are three strategies to make: lean marketing, differential marketing and relation marketing.