@article{oai:niigata-u.repo.nii.ac.jp:00033625,
 author = {丁, 寧},
 journal = {現代社会文化研究, THE JOURNAL OF THE STUDY OF MODERN SOCIETY AND CULTURE},
 month = {Nov},
 note = {This study analyzes the case of multinational enterprise Huawei, and thoroughly implements the international marketing strategy of Chinese electronic communication equipment enterprises. For the research approach, SWOT analysis method is used to sort out the essential factors of the external and internal environment of international marketing. Then file the international marketing strategy by adopting STP marketing. Finally, use marketing mix 4P to analyze the case of the international marketing strategy. The international marketing strategy of Huawei is as follows.
First, SWOT analysis includes the following Strengths (S), Weaknesses (W), Opportunities (O), and Treats (T). In the internal environment, the positive factors of Strength are the leading position of communication manufacturers, high ability of technological innovation and so on. In contrast, Weakness contains negative factors such as insufficient international management talents. Meanwhile, in the external environment, Opportunity includes abundant global resource allocation and 5G business opportunities in the world market. However, due to the fierce competition in the industry, Threat such as trade barrier risk is also imminent.
Then, STP marketing can be summarized as follows. Segment (S) refers to Huawei's classification of target markets when it enters overseas markets. On Targeting (T), Huawei subdivides the market in order to occupy a higher market share. Position (P) refers to how to achieve differential value.
Furthermore, in terms of 4P, the first is Product strategy, and Huawei's implements product localization, diversification strategy and so on. Secondly, on Price strategy, in addition to the advantage of low price and cost, Huawei has been getting rid of the title of low cost communication equipment supplier in recent years. Thirdly, regarding Place strategy, Huawei reduces the resistance of trade protection by establishing joint ventures overseas on the one hand, and expands sales channels by looking for agents in host countries on the other hand. Fourthly, Promotion strategy is to use various forms of promotion, while emphasizing localization.},
 pages = {37--48},
 title = {中国電気通信機器企業の国際マーケティング戦略研究 : ファーウェイの事例を中心に},
 volume = {69},
 year = {2019}
}