Research On The Development Strategy Of Consumer Electronics Corporation

In recent years, electronic information industry of China has got swift and violent development, promoting by a series of technological revolution and policies. In the year 2012, China became the biggest market of consumer electronics in the global market, and full of dynamics. Of course, belong with this tendency, many big companies from the world has began their expansion, which bring fierce market competition in China. To XX consumer electronic company, entering the market at this point means difficulty and competition. Comprehensive development strategy is the key point to the success of this company.XX consumer electronic company engaged in pioneering work in this field. At first, we analyzed the entrepreneurial environment, including the large electronic information industry background, the present situation of consumer electronics industry development, the present situation of mobile phone market development and the analysis of the existing business model of consumer electronic company. Through this, we found that, although at the beginning of the business the company will encounter a lot of competition from the market, at the same time, it is also in the point that domestic mobile phone access high recognition. This provides a lot of convenience for the company’s entering the market successfully.In this paper, we use these following theoretical analysis tools:the McKinsey 7 step method and $APPEALS. We used these two tools to analyze the factors that affect the company strategy development, found the entry point into the mobile phone market, and finally determined the target market of the company and the clear positioning of the company’s flagship product. We determined that the company shall use differentiation strategy in the future to build the unique competitive advantage and form obvious brand with many other domestic brands.In this paper, combined theory with the actual analysis, we pointed out the direction of the future strategy for the enterprise operation. We also provide suggestions for the development of other similar companies.