华为市场营销英文版xin.doc

1、1、Buyers bargaining power：Information technology needs of enterprises to improve, driven by information technology enterprise organizational structure, business processes, development of business development, and customers are willing to pay more for the information construction of the operators com

2、munications products and services are made more high demand. In general, customers are accustomed to price, service, brand, and response speed as an alternative for operators considerations. In order to compete for customers, the operators have to cut prices of discounts to attract customers, while

3、customers focus on their own interests and product homogeneity and other factors, the ability to make the customers choice and bargaining power is also rising. Huaweis telecommunications equipment industry where there city rivals ZTE and Nokia Siemens Networks, Ericsson, Alcatel - Lucent and Motorol

4、a such international bulk, in the case of financial resources to fully support our customers great choice, so Buyers bargaining power is strong .Suppliers bargaining power The rise of 3G promotes the professional services process, with the large-scale application of 3G services, telecom operators ne

5、ed to run 2 networks at the same time, 2G and 3G network quality to maintain stability, this puts forward higher requirements for operators. In order to improve the users income, improve operational efficiency, seamless access to the network, telecom operators should strengthen communication with su

6、ppliers, provide the updated business and products.so Suppliers bargaining power is low.Threat of Substitute Products The products and services of Huawei always has a strong advantage in terms of price, with the rapid increase of its innovation ability and quality in recent years, the threat of subs

7、titute products greatly reducedThreat of New competitors Because the telecommunication equipment industry need abundant capital, technology and innovation as well as the support of national policy, at the same time to perfect from production to marketing to complete customer service support system.

8、New competitors are limited to one or several of the above factors, the threat is lower.Threat of The same industry competitors Existing competition among enterprises is often reflected in the price, advertising, product introduction, after sale service, the strength of its competition with a number

9、 of factors. Huawei maintained to the rival price advantage, the project cost than its main rival, the North American market leader, Alcar Tran Motorola Nortel, Ericsson or Nokia Siemens low 15%-16%, at the same time Huawei product quality, technology and service level are becoming better and better

10、, the comprehensive strength of the enterprise also can almost at the same level and Europe several major manufacturers.2、PEST tool generally help firms to analyze four kinds of main influence enterprise external environment factors-political, economic, social and technology. In Russian MarketPoliti

11、cal: In Russia, the average tariff level lower than our country. It has WTO trade liberalization. In recent years, Russia continued tariff reform and adjustment.Economic: Russias has accessed to the world trade organization. In recent years, Russia intensify the implementation of innovative economic

12、 strategy and promote structural adjustment to change the mode of economic growth. In 2001 Russia to further deepen the social and economic liberalization, but still maintain a restorative growth trend. GDP and consumption levels increase, domestic residents living standard improving, expanding mark

13、et demand.Social: The Russian language is the official language which commonly used in peoples communication. In addition, Russia is a multi-ethnic and multi religious country, but the population is less.Technology: Leap in the development of new technology of information communication in twenty-fir

14、st Century brought hitherto unknown impact for the telecom market, the Russian adaptive fusion technology development in telecom industry, in addition, Russian attach great importance to the protection of intellectual property rights.In south America,Asia,Africa MarketPolitical: In South America, As

15、ia, Africa most countries are developing countries and had experienced from authoritarianism to democracy.These countries gradually improved political environment which become perfected and legalization.Economic: These countries in South America, Asia, Africa has certain difference on the general we

16、alth, but these countries are larger than the developed countries from the quantity to the overall consumption demand.Above all,there are fewer telecommunication industry enterprise.Social: These countries have more population, abundant labor force, but education level is not high.Technology: In the

17、se countries, there is no basis for communication technology accumulation, and lack of group equipment manufacturers.However, They have the potential market development space.In North America, West Europe MarketPolitical: most countries in North America and Western Europe are developing of the telec

18、ommunications industry and the Internet rapidly. In order to promote market competition, they reduce the market access threshold. Economic: North America and much of Western Europe belongs to developed countries, for GDP and the national income, which have the highest operator network infrastructure

19、 capital、 technology investment and users coverage.These country has most fair and transparent.In addition,the financial crisis of 2008 offer more opportunities for communication equipment investment.Social: Many North American and European think that China products are cheap and low value-added,whi

20、ch has become the the pronoun of general quality.Technology: These developed countries in North America and Western Europe have long-term technology accumulation, there are a considerable number of competitive equipment makers, such as Swedens Ericsson, Lucent and American Cisco, Frances Al Carter.T

21、hese countries legislation is perfect, can effectively protect the enterprises patent.3、Huawei in entering the Russian market is the choice of the joint ventures market entry mode. According to the Global Retailing Market Entry Strategy Framework(Figure10-4)，Compared with the Chinese, Russias econom

22、ic freedom is relatively low, and the more difficult to enter, cultural difference. So it is right Huawei choice this model to enter the Russian market correctly. Through this model可以（P210）Huawei in entering the south America,Asia,Africa market is the choice of the export method as the entry mode. e

23、xport method refers to the contract signed a non equity enterprise and target enterprise, so the former patent, technology, experience, management, human and other intangible assets for use by the latter, and obtain economic benefits from the latter share. it is a through knowledge and technology ou

24、tput and foreign market entry mode. In South America, Asia, Africa,the economy is relatively backward, educational technology is not developed enough, the lack of knowledge and technology. Huawei employs export method as the entry mode. The influence factors are the issues of geographical distance a

25、nd local market conditions. Choose this kind of mode, so that when Huawei enter the market, economy have high flexibility and low risk,it can overcome the host country of imports and foreign direct investment restrictions, to help share the development costs.Huawei applied a variety of contractual m

26、odes to entry these market. These methods include franchising, co-research, co-production (OEM) and Co-sales (help each other to sale products in each own markets). Contractual entry modes Is refers to between the enterprise and enterprise target market countries through a long-term, non investment

27、cooperation in the transfer of intangible assets contract and enter the target markets.(特许经营的定义P331) North America and Western Europe Chinese economy relative to a high degree of freedom, to enter the market easily, but the cultural differences, franchising is a market more suitable entry mode.4、Hua

28、wei chose the Russian markets as the first international markets to enter. We can use STP tool to analyze it.Market segmentationDemographic segmentation : Russias population is mainly distributed in center city, about 1/5 of the population and more than one-third of the urban population gathered in

29、Moscow and st. Petersburg and Novosibirsk and other 13 cities. In view of Huawei is a high technology private company that provides customized network solutions for telecom carriers around the world, specializing in the research and technology development. Huaweis market divided into city and countr

30、yside, develop in the cities firstly then extend to the rural areas with less population.Age segmentation: The main consumer groups between the ages of 12 and 45,who use Mobile communications, telecommunications network frequently than those young children and old people.Psychological factor.:young

31、people has fashion psychology, to meet their needs in many aspects.most of them Like the new way of life and try new telecommunication products or style of surfing on the Internet.Behavioral factors: Many consumers are willing to buy mobile phone in the store or or contract with others by telecommun

32、ication products on the internet.Target marketHuawei can chose Russias big city that the population is more than countryside,such as Moscow and st. Petersburg and Novosibirsk as the target market. Huawei can cooperate with The local existing communications operators-Russian Beto Konzern and Russia T

33、elecom. The strength of Russian Beto Konzern and Russia Telecom are weaker than the Russian state telecommunications operator-Rostelecom.They are innovative and willing to try.They have a open mind to do business and enhance competition power. By this way,Huawei can provide faster access to the Inte

34、rnet, A more secure communication environment and More convenient ways to buy communication products for the young people between the ages of 12 and 45.Huawei Take the strategy of lower price and achieve economies of scale to reduce costs.Market positioningConsidering the demand of target groupsthe

35、young people between the ages of 12 and 45 in main big cities,huawei should focus on technological innovation, professional services. Not only emphasizes the low price, but pay more attention to the innovation and function od products.Designed for the young people of different corresponding professi

36、onal telecommunication products.And provide the best solution for the local development of upgrade and unified the standard of communication network in different areas .Using STP tool to analyze the Russian markets,we can find the reason for China chose it as the first international markets to enter

37、 as follow.firstly,Russian market have weak telecommunication infrastructure but have great developing potentiality. Russia broadband penetration rate is less than 1%.Furthermore,its backward telecommunication networks and broadband technology provide a opportunity for Huawei to reshuffle Russia tel

38、ecommunication industry.Secondly,Russian attach great importance to the protection of intellectual property rights. Russias macroeconomic policy and economic development situation provide Huawei a Good development environment.Last but not least,Russian have a damand for use telecommunication product

39、s eith a more favorable price.环境分析:俄罗斯在1997年的衰退,卢布的贬值。俄罗斯电信市场投资几乎是停滞不前,但华为仍在持续,外国巨头撤资摩擦,华为坚持是带来的客户的信任,这是特别重要的在俄罗斯文化。改组俄罗斯似乎提供了一个机会相对落后现实的电信网络和宽带技术,宽带普及率不到1%,俄罗斯的许多网络模拟器是一个巨大的空间,这是华为进入俄罗斯市场的机会。俄罗斯电信市场虽然近年来增长速度很快,但是现在加速度下降,有一些发展瓶颈。我们想获得相当大的发展,我们必须始终关注俄罗斯的宏观经济政策和经济发展情况,试图更好地发展的同时,也要看到危机,不断总结经验。The anal

40、ysis of consumer behavior: From the beginning of 1996, Huawei began to explore the internationalization of hardships. Huawei internationalization is starting in russia. In Huawei just entered Russia, Europeans have long held that China is still relatively backward, do not believe China high-tech pro

41、ducts. The first few years, Huawei bidding in overseas markets, see the input, output, and do not see. This is a protracted war a psychological, it is a constant battle funds. At this time, errors on the Chinese foreign understanding is the biggest obstacle Huawei into foreign markets, therefore Hua

42、wei want to gain a firm foothold in the telecommunication such high-tech fields, first of all is to eliminate the customer to Chinese products cheap and lots of concerns, so understanding Chinese, especially to the economic development of China is very important to change rapidly. Secondly, to allow

43、 customers to understand the culture and the development of the company Huawei to deepen mutual trust is critical消费者行为的分析:从1996年开始,华为开始探索艰辛的国际化。华为国际化开始在俄罗斯。在华为进入俄罗斯,欧洲人一直认为中国仍然相对落后,不相信中国的高科技产品。最初的几年,华为海外市场投标,输入,输出,没有看到。这是一个持久战的心理,这是一个持续的战争基金。在这个时候,中国外交的理解是错误的最大障碍华为进入国外市场,因此华为想在通信等高科技领域站稳脚跟,首先是消除客户对中

44、国产品便宜和大量的问题,所以了解中国人,尤其是中国的经济发展是非常重要的迅速改变。其次,让客户了解公司的文化和发展,华为深化互信是至关重要的1,买方的议价能力:信息技术企业需求的提高,推动信息技术企业组织结构、业务流程、发展业务发展和客户愿意支付更多的信息建设运营商的通信产品和服务是由更多的高需求。一般来说,客户习惯于价格,服务,品牌,响应速度作为运营商的选择考虑。为了争夺客户,运营商不得不降低价格的折扣来吸引顾客,而顾客关注自己的利益和产品同质性和其他因素,可以使客户的选择和讨价还价的能力也在不断上升。华为的电信设备行业在城市竞争对手中兴通讯和诺基亚西门子网络公司,爱立信、阿尔卡特-朗讯、摩

45、托罗拉等国际散装,在金融资源的情况下完全支持我们的客户很好的选择,所以买方讨价还价的能力是强大的。供应商的议价能力3 g的崛起促进了专业服务过程,与3 g服务的大规模应用,电信运营商需要运行2网络同时,2 g和3 g网络质量保持稳定,这对运营商提出了更高的要求。为了提高用户的收入,提高运营效率,无缝访问网络,电信运营商应该加强与供应商的沟通,提供更新后的业务和产品。所以供应商的议价能力较低。替代产品的威胁,华为的产品和服务总是有很强的优势在价格方面,其创新能力和质量的快速增长在最近几年,替代产品的威胁大大降低新竞争者的威胁,因为电信设备行业需要大量的资金,技术和创新以及国家政策的支持,同时完善

46、从生产到销售完成客户服务支持系统。新的竞争者仅限于上述一个或几个因素,较低的威胁。同行业竞争对手的威胁现有企业之间的竞争往往反映在价格、广告、产品介绍、售后服务,与许多因素竞争的实力。华为维护竞争对手的价格优势,该项目成本比其主要竞争对手,北美市场的领导者,Alcar Tran北电,摩托罗拉爱立信和诺基亚西门子低15% - -16%,同时华为产品质量,技术和服务水平正变得越来越好,企业的综合实力也可以几乎在同一水平上和欧洲几个主要的制造商。2、害虫分析的方法策略顾问帮助公司审查他们的外部宏观环境。通常处理政治、经济、社会和技术四种主要影响企业外部环境因素分析。在俄罗斯市场政治:在俄罗斯,平均关

47、税水平低于我国,并满足世贸组织贸易自由化的需要,近年来,俄罗斯继续关税改革和调整。经济:经过18年的艰苦谈判,俄罗斯加入世界贸易组织。近年来,俄罗斯加强创新经济战略的实施,促进结构调整,改变经济增长模式。2001年,俄罗斯进一步深化社会和经济自由化,经济下降,但仍保持恢复性增长趋势,增长质量有所改善,投资和商业环境改善,GDP和消费水平增加,国内居民生活水平的提高,扩大市场需求。社会:俄语为官方语言,也最常用的语言是人们的沟通。除了俄罗斯是一个多民族、多宗教的国家,但是,人口少。技术:飞跃发展的新技术的信息交流在21世纪为电信市场带来了前所未有的影响,俄罗斯自适应融合在电信行业技术发展,此外,

48、知识产权保护在俄罗斯也是完美的,完美的。在南美、亚洲、非洲市场政治:在南美、亚洲、非洲大多数国家属于发展中国家,经历了从专制到民主,这些国家逐渐宽松的政治环境和自由,政治制度是完善和法制化。经济:这些国家在南美洲、亚洲、非洲一般财富有一定的区别,但可以总结常见影响因素电信设备制造商营销工作:近年来,建筑投资和电信服务推广率稳步上升,运营商一般不深厚的技术积累,在建设的决定,价格和成本因素占了很大比例,终端客户不高的服务质量需求,这部分的国家比发达国家更大数量的整体消费需求,但也从诞生的这一部分的国家信息产业企业数量很小,所以,这些发展中国家是华为全球营业额、市场份额和最重要的地区。社会:这些国

49、家有更多的人口,劳动力丰富,但教育水平不高。技术:在这些国家,有可能产生市场,没有通信技术积累的基础,基本上没有名字集团设备制造商,但随着运营商了解高新技术的优势,丰富的劳动力。在北美,西欧市场政治:近年来,电信行业和互联网的快速发展,大多数国家在北美和西欧被修改为电信的发展,为了促进市场竞争,降低市场准入门槛。一般来说,更高的经济水平,发展水平越高的国家电信市场开放程度。经济:北美和西欧大部分属于发达国家,国内生产总值、国民收入、运营商的网络基础设施资本和技术投资,用户覆盖率(率),或居民信息消费的意图(最终用户),信息服务的质量要求,以及最前面的信息服务验收,是最高的,一般来说,信息产业领域的这一部分国家最公平、透明的竞争环境。此外,2008年的金融危机是富裕的西方国家正在经历金融困难,降低了通信设备投资,低价华为公司设备的机会。北美和西欧社会:在许多人眼里,中国的产品很便宜,低附加值的产品,一