智慧型手機國際市場經營發展策略之研究 —以小米為例

Abstract

國際市場經營發展是近年來智慧型手機產業中觀測的重點，隨著產業來到成熟期，許多品牌在國內的發展達到了瓶頸，開拓國際市場是品牌持續成長的關鍵，然而因手機產業環境多變，海外各國文化、法規、制度、當地消費者習慣的差異，海外智慧型手機市場經營發展策略擬定是不易的，是智慧型手機業者最大的挑戰，也是一個非常值得探討的主題。 隨著科技的日新月異，智慧型手機產業與技術也不斷的向前推進，近十幾年來，手機品牌也不斷洗牌，也凸顯手機產業的競爭激烈。 因此企業必須不斷檢視本身的優劣勢，做出策略調整，才有機會在該產業中獲得成功。本研究從全球智慧型手機的產業面去分析，挑選在國際化經營方面相當成功的小米作個案研究，並針對小米經營成果最豐碩的歐洲市場和印度市場深入探討，利用經營理論的各種分析工具做內部、外部分析，最後用SWOT分析導出以下適合個案公司及智慧型手機業者的國際市場競爭策略：針對新興市場，應利用其高性價比的品牌優勢迅速拓展海外新興市場。然而針對已開發和開發中國家，本研究建議可發展以下五項策略：（一）積極佈局5G市場（二）強化核心技術研發能力和專利（三）利用小米生態鏈產品組合增加海外營收來源 （四）建立高端客群的品牌忠誠度（五）利用數據分析提供服務應用。

In recent year, the international market business operation is always the one of the main focus areas for vendors to look into in smartphone industry. As the industry has been approaching maturity, lot of Chinese brand vendors also hit the bottlenecks of business growth in domestic market, thus, global markets expansion has become the one of the key factors to keep the brand continue the growth. However, due to the changing of business environment and industry, the diversity in culture and in regulation system, different local consumer habit in oversea markets, all these complexity makes vendors extremely difficult to formulate the business development strategy for oversea smartphone markets. This is not only a one of the biggest challenges that vendors are facing, but also a topic worthy of being studied. With the rapid development of technology, the smart phone industry is constantly advancing and evolving. In the past decade, the mobile phone brands have also been shuffled which also highlights the fierce competition in the mobile phone industry. Therefore, companies must constantly review their own strengths and weaknesses and make strategic adjustments to have a chance to succeed in this industry. This research analyzes the global smartphone industry and Xiaomi is selected, which is quite successful in international operations, as a case study. It also conducts in-depth discussions on the European and Indian markets where Xiaomi has the most fruitful business results, using various analytical tools of management theory. Do internal and external analysis, and finally use SWOT analysis to derive the following international market competition strategies suitable for individual companies and smartphone manufacturers: For emerging markets, they should use their cost-effective brand advantages to rapidly expand overseas emerging markets. However, for developed and developing countries, this research suggests that the following five strategies can be developed: (1) Actively lay out the 5G market (2) Strengthen core technology R D capabilities and patents (3) Use Xiaomi ecological chain product portfolio to increase overseas revenue sources (4) Establish brand loyalty of high-end customer groups (5) Use data analysis to provide service applications.