Research On Competitive Strategy Of Gionee Mobile Under Mobile Internet Background

Up to June of 2016,China internet people scale had reached at 710 million,the penetration of internet have reach 51.7%,among this the mobile internet scale had reached at 656 million people,the penetration of mobile internet had reached 92.5%.Mobile phone has become the most important internet flow entrance.Mobile internet has changed a lot of people's living approach and consumption habit,mobile phone became the must article in people daily life.Under huge marketing demand,the mobile phone company faced all kinds of competition on product,channel,service,marketing and up/down supply chains.All the same product company urgently needed to find out one special compatible competitive strategy to achieve the competitive advantage and much more profit.This paper main researched China Gionee mobile phone company under the macro environment/micro environment and industry developing environment,at the same time combined industry strategy group analysis conducted that Gionee company EFE matrix;Through analysis Gionee mobile internal resources and capability,identify Gionee core capability and competitive force,conducted Gionee IFE matrix.Base on Gionee vision/mission and the guideline of Gionee strategy goal,author use SWOT analysis approach get out Gionee should choose the differentiation strategy on super powerful product design and research,the leading product design and off-line sales channel distribution,build up Gionee the super power business phone brand position leading mobile industry brand.Author also proposed Gionee should enhance the company culture,adjust organization structure,reserve and develop talent,international financial management and guarantee aspect to safeguard Gionee competitive strategy implementation.This not only one deeply analysis work about Gionee mobile company,but also one comprehensive analysis about China domestic mobile phone brand company strategy under the same competitive environment.Meanwhile it has the significance to China other mobile phone company when they making competitive strategy.