The Research Of 263 Ltd. Development Strategy In U.S. Chinese Telecommunication Market

As an overseas VOIP communication company,236 Network Technology Co.,Ltd.was originally established to provide overseas Chinese with low-cost communication services.In the ten years since its establishment,VOIP technology has brought convenience to millions of customers.However,with the development of mobile communication technology,the upgrading of smart mobile devices,the impact of younger overseas immigrants,the company's market is shrinking gradually,the sales volume of products is declining year by year,and product innovation and operation strategy need to be adjusted.In recent years,the number of users,the company's revenue and the sales volume of high-end products have all increased by a large margin compared with the previous year.A single product type is no longer sufficient to support the company's development.At the same time,more and more competitors appear in the market,forcing the company to increase its competitiveness and strength.What is clear is that the change of the company's product operation strategy will also have a huge impact on the existing market.In the process of change,it will have a huge impact on the profit margin of the existing products,the recognition of the existing customers,the brand of the company,etc.After the great success of VOIP products,236 Network Technology Co.,Ltd.developed home audio and video products in 2009 and soon became the first choice for overseas Chinese families.However,due to the rapid development of Internet technology and low technical barriers in the industry,market competition is extremely cruel and product iteration speed is extremely fast.However,the new immigrants have a low sense of identity with the company's products.In order to make the company sustainable,it is necessary to adjust the company's strategy.This thesis takes 236 Network Technology Co.,Ltd.as an example,through its analysis of the current situation and the analysis of SWOT,PEST and Michael Porter's Five Forces,it is clear that the company wants to use a single product to earn high profits for a long time and cannot survive in the market for a long time without further product research and development.As for the problem that competitive companies use price war to seize market share,it also gives a strategic transformation to change single product sales into multi-product packaging sales to improve product competitiveness.After putting forward the goal of strategic transformation,all functional departments of the company need to adjust their working methods and fully cooperate with the strategic transformation.The R & D department needs to change its working thinking from long independent R & D work cycle to seeking third-party cooperation and shortening the project cycle to meet the company's objectives.The operation department needs to be able to meet the demand for multi-linear and multi-product in the market.The market department needs to adjust its original strategy of stabilizing the existing market to broaden the user base and increase market share by bundling multiple products.Based on the actual cases,through the analysis of the industry competition pattern of Chinese Americans,audio-visual market and the strategic transformation of 236 Network Technology Co.,Ltd.,this thesis aims at improving the strength of the company,ensuring the company's current first position in the industry and achieving the goal of increasing product sales and revenue.Therefore,the group head office can recognize the strategic changes of the company,increase resources and investment for new products,ensure the differentiation of the core competitiveness of the company and other competitors,and enable the enterprise to achieve long-term and stable development.