Research On The Internationalization Strategy Of Huawei's Mobile Phone Brand

The implementation of brand internationalization strategy is to realize the international market development and promotion of domestic products from the perspective of brand creation and brand promotion.Under the background of the internationalization development of market economy,brand internationalization is the key for domestic enterprises to highlight their own market advantages and adjust their business models.In the process of development,the advantages of the original cheap materials and labor force are no longer obvious.It has a direct impact on the total cost strategy and product life cycle.Based on this,this paper studies and analyzes the brand differentiation and international strategy formulation of domestic enterprises,which will benefit the domestic enterprises themselves.The promotion of international competitiveness and other aspects have a positive role.In The research on brand internationalization strategy is based on Huawei mobile phone.The specific research contents are as follows:As the deep development of the brand strategy,the international brand strategy is the strategic goal of the enterprise to occupy the global market and promotethe development of its own globalization in order to achieve the market share in the competition with competitors,which is mainly embodied in the enterprise to set up a targeted enterprise brand in order to cater for the global market.In the process of globalization,it will be made into a global brand.The implementation of the international brand strategy should achieve the overall management and development of the internal departments of the enterprise.Based on the mature theory,this study makes an in-depth analysis of the actual economic activities and reveals the international brand strategy of the enterprise step by step.This paper makes a reasonable and appropriate explanation to some of the economic phenomena and finds out the existing problems and causes.First of all,the research background and significance,research ideas and research methods,structural arrangements and innovations are briefly described.Secondly,the present situation of domestic mobile phone is introduced,including the status quo of domestic mobile phone export,the advantages and disadvantages of domestic mobile phone export,and the main problems that domestic mobile phone brands face to the world.Thirdly,on the basis of analyzing the international brand strategic value of domestic mobile phones,this paper explores the environment analysis of Huawei' s international brand strategy in the light of the background of Huawei mobile phone industry,the basic situation of the enterprise and the development course,the internal and external problems faced by Huawei.From the perspective of Huawei' s mobile phone brand strategy,SWOT analysis is used to analyze the advantages and disadvantages of its international brand strategy.Finally,the case evaluation scheme is made,and the improvement measures are put forward.Combine theory and enterprise development practice,improve enterprise international brand strategic ability.