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International Journal of Innovative Management, Information & Production Volume 3, Number 1, March 2012
ISME International ⓒ2011 ISSN 2185-5439
PP. 25-35
RESEARCH ON EUROPEAN MARKETING STRATEGIES OF HUAWEI TECHNOLOGY CO. LTD AND IT'S ENLIGHTENMENT ON CHINESE ENTERPRISE
KE FU, DAN FU
Business School, Jiangxi Normal University Nanchang, 330022, P.R. China, fuke_vip@sina.com ABSTRACT. As the only private enterprise from mainland China which made its way to the world top 500, Huawei has achieved staggering improvement in the international market in the last ten years. Moreover, despite the difficulties met by most Chinese international enterprises when market their products in developed countries, the rapid sales improvement of Huawei in overseas market is mainly due to its success in European and American countries. This paper tries to analyze the advantages and disadvantages of Huawei and other competitors in European markets by radar map. The analysis most focuses on price, technology and service and brand. Based on this analysis, this paper further studies Huawei’s marketing focuses in different phases in European market so as to shed some light to other Chinese international enterprise which also worked on marketing activities in developed countries. Keywords: European Market; Huawei Corporation; High Technology; Low Pricing; Radar Map
1. Introduction. Huawei, an enterprise which works on providing communication network equipment and service, has only taken 14 years to establish its leading position in the international communication industry. By 2010, its worldwide sales reach 34 billion dollars. Over 70% of the sales, which is about 24 billion dollars has been gained from the international market. It hopes to gets its way up to the top 300. Huawei's mainstream product: broadband and optical-fiber network product cover the biggest share in the world-wide market, the sale of mobile product list on the No 2 and data communication also intrudes into the
ISME International ⓒ2011 ISSN 2185-5439
PP. 25-35
RESEARCH ON EUROPEAN MARKETING STRATEGIES OF HUAWEI TECHNOLOGY CO. LTD AND IT'S ENLIGHTENMENT ON CHINESE ENTERPRISE
KE FU, DAN FU
Business School, Jiangxi Normal University Nanchang, 330022, P.R. China, fuke_vip@sina.com ABSTRACT. As the only private enterprise from mainland China which made its way to the world top 500, Huawei has achieved staggering improvement in the international market in the last ten years. Moreover, despite the difficulties met by most Chinese international enterprises when market their products in developed countries, the rapid sales improvement of Huawei in overseas market is mainly due to its success in European and American countries. This paper tries to analyze the advantages and disadvantages of Huawei and other competitors in European markets by radar map. The analysis most focuses on price, technology and service and brand. Based on this analysis, this paper further studies Huawei’s marketing focuses in different phases in European market so as to shed some light to other Chinese international enterprise which also worked on marketing activities in developed countries. Keywords: European Market; Huawei Corporation; High Technology; Low Pricing; Radar Map
1. Introduction. Huawei, an enterprise which works on providing communication network equipment and service, has only taken 14 years to establish its leading position in the international communication industry. By 2010, its worldwide sales reach 34 billion dollars. Over 70% of the sales, which is about 24 billion dollars has been gained from the international market. It hopes to gets its way up to the top 300. Huawei's mainstream product: broadband and optical-fiber network product cover the biggest share in the world-wide market, the sale of mobile product list on the No 2 and data communication also intrudes into the