我国电子制造企业在发达国家市场的营销策略——以华为欧洲市场为例

在竞争激烈的国际市场上,我国多数电子制造企业在与著名跨国企业的竞争时依然处于弱势地位,尤其是在发达国家市场难以立足。而华为作为我国名列世界五百强的民营企业,一改国际化经营企业在发达国家市场难以打开局面的困窘,其海外市场销售迅速增长。本文以价格、技术、服务和品牌为四大要素,通过雷达图对华为在进入欧洲市场的初期、中期和成熟期与竞争对手的优劣势进行分析,研究结果表明:华为在欧洲市场初期的竞争优势主要集中于价格和服务;劣势则表现为品牌不被认可和技术不够领先。对此,华为能够紧扣其优势,扬长避短,通过向顾客提供"低价性能稳定"产品和优质的服务在市场上立足。进入欧洲市场中期,华为又及时调整经营战略,通过不拘一格的品牌建设和"适配"技术提升,得到了市场认可。发展到欧洲市场的成熟期,华为通过自身在成本优势、流程和制度变革、为客户提供一揽子解决方案等方面的不懈努力,与欧洲多个运营商达成战略伙伴关系,最终在欧洲市场上取得了骄人的业绩。当前,我国众多电子制造企业的优势多集中于低价,在国际市场上品牌认可和技术创新能力均显不足,如何摆脱在发达国家市场的困境,华为经验或许值得我国电子制造企业学习和借鉴。

Most of the Chinese electronic manufacturers are still in a weak position when competing with famous multinational enter- prises in the fierce international market, and are hard to stand up in the developed countries in particular. However, as one of the world＇s top 500 private enterprises of our country, Huawei has achieved a rapid increase in the sales of overseas markets. Based on prices, technologies, services and brands, a radar map has been drawn to make a competitive analysis on advantages and disadvantages of Huawei and competitors during the early, middle and mature stages after Huawei＇ s en- try into the European market. The result shows that during the early stage of entering the European market, the competitive advantages of Huawei were prices and services, and the disadvantages were unacceptable brands and less advanced tech- nologies. Therefore, Huawei stuck on its advantages, enhanced strengths and avoided the weaknesses, and made the strong marketing foundation through providing customers with products of low prices and stable performances and high quality ser- vices. Afterward, Huawei adjusted its marketing strategies in time and obtained the European market acceptance through various brand constructions and adaptive technology improvements. Finally, through their unremitting efforts on cost advan- tages, procedures and system changes, it provided a series of solutions to their clients, and established strategic partner re- lationships with many European operators and acquired outstanding achievements in the European market. At present, the competitive advantage for most of our electronic manufactures still focuses on low prices. There is a big gap between our enterprises and their international competitors when considering about brand acceptance and innovating capability. It may enlighten the electronic manufacturers how to get rid of the difficulties in the market of developed countries.