A Comparative Analysis About Competitiveness Of Mobile Phone Enterprises In Chinese Market Based On Customer Value

With the rapid development of "Internet +" and the enrichment of mobile phone applications, mobile phones have become the most convenient and the most common terminal to connect to internet. At present, with low-cost advantages and localization advantages, Chinese mobile phone enterprises have occupied a great deal of market share.However, compared with the international mobile phone enterprises, Chinese mobile phone enterprises generally show the problems of serious homogenization, weak performance in the high-end market and low profit. This suggests that Chinese mobile phone enterprises are lack of competitiveness.Based on the theory of customer value, this thesis firstly constructs the Customer Value Analysis Model of mobile phones, and obtains the relevant data about customer value for mobile phones through a questionnaire survey. And then referring to the average customer value of mobile phone industry, a empirical analysis about the competitiveness of mobile phone enterprises in Chinese market in the year of 2016 is adopted. The analysis finds that there is a great polarization among Chinese mobile phone enterprises, as the majority of these enterprises are in the fierce competition of a low level.Finally, according to the results of the empirical analysis about the competitiveness of mobile phone enterprises in Chinese market, this thesis puts forward some concrete strategies for Chinese mobile phone enterprises to enhance the competitiveness. First, set up customer-oriented operation philosophy, and incorporate customer value into enterprise culture; Second, strengthen the brand construction, and promote the innovation ability of mobile phone’s functions and industrial designs, thus improving the customer perceived benefits; Third, pay serious attention to the cost control and the maintenance of mobile phone’s value, thus reducing the customer perceived cost; At last, monitor anduse customer value regularly, through which finding the problems of the mobile phone enterprises and formulating the corresponding operation strategies.