中国智能手机企业国际化战略研究——以OPPO手机为例

Research on Internationalization Strategy of Chinese Smart Phone Enterprises--Take OPPO Mobile Phone as an Example

当前,中国的智能手机产品行业进入到了一个迅猛发展的时期,许多国有手机品牌在海外市场的品牌营销和经营策略都是十分成功的。该文旨在以OPPO公司国际化为例进行战略分析,研究发展背景和动机、国际化路径选择和具体战略,并提出针对OPPO公司国际化的成功经验,对中国智能手机企业国际化未来的发展给予诸如发展本土化战略、提高科技创新能力和适时规避相应风险等启示。

At present,China's smart phone industry has entered a period of rapid development,and many state-owned mobile phone brands have been very successful in brand marketing and business strategies in overseas markets.This paper aims to take the internationalization of OPPO company as an example to carry out strategic analysis,study the development background and motivation,internationalization path choice and specific strategy,and put forward the successful experience of OPPO company internationalization,and give enlightenment to the future development of Chinese smart phone enterprises internationalization,such as the development of localization strategy,improve the ability of scientific and technological innovation and timely avoid the corresponding risks.