Competition Strategy Reseaerch Of ZTE Mobile Phone Product

As a high and new technology enterprise,ZTE is a global leading provider of integrated communications solutions.It is also a full range of mobile phone manufacturers in the world with a very small number of R & D,manufacturing and integration.In 2016,ZTE mobile phone sales fell sharply,of which the Chinese market for ZTE mobile phone shipments of the most important market,the decline is more serious.2008 and the next six years,the domestic market in a variety of smart phone production and sales are showing a straight up trend,after which,China’s smart phone development model will be a change in this way To respond to oversupply market changes.In this environment,ZTE mobile phone in the development process which is facing a more complex market environment,Therefore,how to ensure the great development of ZTE mobile phone in the domestic market has become the key content of enterprise reform.According to the related theory of product competition strategy,by using the analysis tool of the corresponding strategy,the combination of EFE and IFE factor evaluation matrix and SWOT analysis tool,through the analysis of ZTE mobile phone products are facing in the process of market competition and the internal and external environment,discussed in mobile phone and other similar mobile phone products and compared the advantages and disadvantages,find out ZTE mobile phone products are in the process of market competition problems,analysis lead to the root cause of these problems,and then put forward the ZTE mobile phone market competition strategy and the implementation of security.This paper through the full range of ZTE mobile phone products competition points Analysis,to analyze the current shortage of ZTE mobile phone products competition strategy exists,and for these deficiencies to put forward to enhance the market competitiveness of products of ZTE mobile phone strategy,ZTE mobile phone business to achieve profitability goals,and promote the development of mobile phone business in Xing recovery.The conclusions of this study are as follows:1)the current market conditions,ZTE has obvious advantages,mainly reflected in the ability of scientific research of procurement management,enterprise,financial management capacity,financing capacity and sales channels,these advantages have led to ZTE’s mobile phone products can better participate in the market competition.2)at the same time,ZTE’s mobile phone products in the marketing process,there are also some disadvantages,such as sales channels,product acceptance is not high,the low end of the competition,the lack of customer service and so on,these disadvantages restrict the ZTE hand machine product marketing.3)through the full range of ZTE mobile phone products market marketing analysis,the use of empirical analysis of the way that ZTE mobile phone products,companies should adopt a differentiated competitive strategy in the marketing process,and from the products,brands,channels,and other aspects of corporate image design of ZTE mobile phone products differentiated marketing strategy.4)according to the difference of ZTE mobile phone products competitive strategy,this paper from the two aspects of constructing the enterprise innovation system and put forward the implementation of security technology development strategy.The author believes that this is the ZTE mobile phone products in the context of the decline of more innovative conclusions.