Research On The Competitive Strategy Of Communications Business Of Hisense Group

While in recent years, with the rapid development of mobile communication technology, the communication industry in China has gone through many revolutions, which makes mobile industries faced with more unprecedented challenges. Meanwhile, the huge capacity of the smartphone market has attracted an increasing number of enterprises to join this club, causing the industry even more competitive. Seen from the external environment, Hisense Communications Co., LTD. is now confronted with not only the opportunity of the huge capacity concerning smart phone market, but also various threats of its competitors.Qingdao Hisense Communications Co., LTD., as one of the subsidiaries of Hisense Group, has built itself upon all areas of mobile communication terminals, including research and development, production and sales of relevant products. And mobile phone in its inception was established for the main business of the enterprise.Thanks to the strong support of Hisense Group in capital and research resources, Hisense Communications Co., LTD. has 17 years of technological accumulation in its field, as well as certain competitive advantages in production and manufacture. Whereas, to meet the rapid revolution of communication industry, the company had launched its corporate reformation. During the reformation, weaknesses of Hisense Communications Co., LTD.are gradually exposed in marketing expansion, product planning, schedule and purchase, brand influence and so forth.Combined with the external management environment and the internal present management situation, preliminary established the differentiation strategy of Hisense Communications Co., LTD. based on the cost control. Differentiation strategy measures mainly include carry out the B2C and B2B business at the same time, along with the technical support. In addition, improve the level of product planning ability, consequently realize the product differentiation. In terms of cost control, to strengthen the construction of channels and the ability of the promoters, focus on the promotion of the marketing effect, thereby reduce the manufacturing cost. To ensure the smooth implementation of the competition strategy. First of all, Hisense Communications Co., LTD. need to strengthen and implement the strategic leadership, to ensure the implementation of the competition strategy. Secondly, to perfect human resource management system, adjust and optimize the structure of organization, realize the reasonable allocation of personnel, at the same time, strengthen the construction of enterprise culture, to unity the understanding of the staff of the company's strategy, so as to support the diversified business development. Finally, to strengthen the construction of enterprise information, improve the working efficiency of the enterprise.