Analysis of Huawei's International Marketing Strategy Based on the SWOT Analysis

Abstract

With the overseas expansion of Chinese multinational companies, the development of the company is often involved in the management strategy of the company. In this case, in order to develop international marketing strategy, it is necessary to analyze the advantages and disadvantages of the enterprise. "SWOT analysis" is used as a useful method for analyzing the environment surrounding a company or organization. "SWOT" is a simple framework that divides the external environment and internal environment surrounding marketing into positive and negative factors. In this paper, we will take up the case of Huawei and use SWOT analysis to sort out the factors of the external environment and internal environment to explore the international marketing strategy of Chinese telecommunications equipment companies. One of Huawei's strengths is its low overall cost. Huawei's cost dominance is mainly manifested in R & D costs, product production costs, manager costs, construction installation, testing, internet optimization, marketing costs and after-sales service costs. Next, there are abundant product lines and products. Huawei's main products include his SDH optical network, access networks, smart nets, signature his network, and telegraph-level internet access servers. Other products include DWDM, C & C08iNET integrated network platform, routers, Ethernet switches and all his CDMAIX complete set products. As an opportunity, Huawei is at the forefront of the world's 5G series product standards and performance, based on its own R & D chips and its own antenna technology. Using Huawei's products to enrich this advantage, through the product strategy, the implementation of product localization, diversification, based on the overseas market. Next, the enactment of Huawei's low-priced book, a rational strategy. Huawei's ability to enter the international market was largely due to its low cost benefits. Huawei is a successful example among Chinese companies going global, and it has a typical guiding role for Chinese companies going global.