Home⇛World Education Connect Multidisciplinary E-Publication⇛vol. 4 no. 9 (2024)

Critical Evaluation On Brand Internationalization Strategy Of Select Mobile Phone Companies In China

Pei Hai

Discipline: Marketing

 

Abstract:

Driven by the wave of globalization, brand internationalization has become a key strategy for enterprises to expand their markets, enhance competitiveness, and achieve sustainable development. Especially in the mobile phone industry, the trend of brand internationalization is particularly significant. As the world's largest producer and consumer of mobile phones, China has emerged as a group of emerging brands in the international market, such as Huawei, Xiaomi, OPPO, and Vivo. These enterprises not only dominate the domestic market, but also demonstrate strong competitiveness in the global market. However, facing the complex and ever-changing international market environment, these brands have encountered many challenges and opportunities in the process of internationalization. Firstly, brand internationalization requires companies to have a deep understanding of local consumer needs, cultural differences, and market structure when entering new markets, in order to develop effective market entry and marketing strategies. Secondly, the balance between globalization and localization of brand positioning and brand image is an important issue that must be addressed in the process of brand internationalization.



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