Based On The Brand Factor, Chinese Mobile Phone Companies Expand Their Research In The African Market

Africa is currently experiencing a "mobile revolution".The number of mobile phone subscribers increased from 90 million in 2007 to 475 million in 2013,and is expected to increase further to 930 million until 2019.China's telecommunications companies play an important role in the rapid expansion of the mobile revolution.HUAWEI has become Africa's largest telecommunications equipment supplier,and more and more Chinese mobile phone brands,such as MI,OPPO,Lenovo,are joining into the African market.Their spread not only changes the nature of communication,but also changes the investment environment in Africa.Having seen the speed of the development of mobile communications in Africa,the whole world began to recognize the potential there.Under the background of "mobile revolution" in Africa,this paper chooses Chinese mobile phone enterprises developing the African market as research content,using the point of view of brands,to reveal the effect of Chinese mobile phone enterprises in the development of communication industry in Africa.This paper is divided into five parts:The first part is introduction,which describes the research background,significance and research ideas of this paper.The second part is the relevant theory of brand,a brief overview of the meaning of the brand,brand strategy theory and the value of the brand,in order to provide theoretical support for the follow-up study.The third part is the current situation of China's mobile phone enterprises in Africa.This part mainly analyzes the economic situation,mobile-phone market situation in Africa,and the Chinese mobile phone brand status in the African market.The fourth part is the SWOT analysis of the Chinese mobile phone brand in the African market.Analyze the environment of China's mobile phone brands in Africa from four aspects,which are strengths,weaknesses,opportunities and threats.The fifth part is the development approach of Chinese mobile phone brands in the African market.This paper argues that Chinese mobile phone brands want to develop and expand further in the Africa market only if they achieve following things,contain increasing core technology research and development efforts,creating high quality products,producing different products,focusing localization strategy,strengthening marketing,solve patent problems,and enhancing brand quality.