小米与华为竞争战略分析.docx

《小米与华为竞争战略分析.docx》由会员分享，可在线阅读，更多相关《小米与华为竞争战略分析.docx（3页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、小米与华为竞争战略分析三、产业环境分析 Industrial environment analysis1、沐t：讲入 W威胁一 Potential entrants threaten.不仅要面临与各大手机硬件I ,商竞争， 同时还面临着互联网企业及移动运营商的潜在的竞争威胁。国内几大互联网企业早就对智能手 机行业虎视眈眈，一方面，他们希望通过自己互联网产品的有事打开智能手机市场。另一方面， 他们也希望通过打开智能手机市场来巩固自己在移动互联网领域的优势。从以上角度分析，互联 网企业是主要的潜在进入者。Not only does it face competition from handset

2、makers, but it also faces potential competition from Internet companies and mobile operators. Several big Chinese Internet companies have long been eyeing the smartphone industry, on the one hand, hoping to open up the smartphone market through their own Internet offerings. On the other hand, they h

3、ope to consolidate their advantage in the mobile Internet by opening the smartphone market. From the above analysis, Internet enterprises are the main potential entrants.2、替代品的威胁. The threat of alternatives.智能手机的丰要替代品有:非智能手机、平 板电脑。非智能手机由于功能较为单一，难以满足消费者的需求而被逐步淘汰，所以非智能 手机对智能手机的替代威胁很小。 The main alterna

4、tives to smartphones are: non-smart phones, tablets. Non-smart phones have been phased out due to their relatively single function, which is difficult to meet consumers needs. Therefore, the substitution of smart phones for smart phones is very small.3、购一苫的议价律力.Bargaining power of buyers.智能手机行业竟.争激烈

5、,机型种类繁 多，消费者选择余地大，购买者的议价能力强。Competition in the smartphone industry is fierce and there are many types of models. Consumers have a wide choice and the bargaining power of buyers is strong.4、供应商的议价能力、BarHaininH power of suppliers.由于国产手机主要芯片功能还是靠 进口，在这方面它们供应商的议价能力较强，但在一些零部件上手机厂商还是有一定议价能力 的 Because the

6、main chip function of domestic mobile phone still relies on import, the bargaining power of their supplier is stronger in this respect, but mobile phone manufacturer still has certain bargaining power in some parts.5、竞争对F。Conwetitors.在中国的市场匕 智能手机种类繁多，而且高中低端都有， 且都不只家厂商，三星、联想、酷派等手机，都与他们存在激烈的竞争关系。There

7、 is a wide variety of smartphones in the Chinese market, and low in the high-end has, and is not only a manufacturer, Samsung, lenovo, cool, such as mobile phone, and there is fierce competition for their relationship.四、华为手机与小米手机的发展战略比较Comparison of huaweis mobile phone with xiaomis development stra

8、tegy1、发展目标。(Developmentgoals.)小米是一家专注于高端智能手机自主研发的移动互联网公司，手机款式单一，但讲求精益 求精，一直在工艺上追求更上一层楼，同时追求高配置。Millet is a focus on high-end smartphones independent research and development of mobile Internet, mobile phone design is single, but being excellence, has been in the process in pursuit of a higher level,

9、 and the pursuit of high configuration.华为首先走的是定制机路线，时间长了给消费者留下低端产品的印象，所以2011年华为 当时主推了远见、荣耀等中端系列，而荣耀因其配置高价格合理而受到消费者的喜爱，一度成 为华为的主打o Huawei is take the first custom machine route, time grew to consumers the impression that the low-end products, so in 2011 for the series has the foresight, and glory in

10、the end, and the glory due to its high configuration reasonable price get of consumer love, once be huaweis flagship.由上我们看出，华为有高中低端手机，而小米类型单一，只针对工资并不高的青年人。 现在，华为的荣耀与小米手机形成了直接的竞争，价格相当，针对用户类似，而且都是高配置。 Huawei has low - middle - and high-end phones； while xiaomi is single, targeting young people with lo

11、w wages. Now, huaweis glorv is comDeting directlv with xiaomis phones, which are conwarable in orice to users and are hiehlv configurable,2、发展基础（Developmentfoundation）,华为星华为科拈有眼公司的北芸）一，以华为科拈为后盾，在牛产、浴金以及销售方面都 昂有利的:而小米手机作为小米科拈有解公司的主技亚冬,基础与华为相比比较薄姻.2011年 由几个发烧友建立的企业,企业还很年轻,产能不足，也没有渠道营销。Huawei is one of

12、 the business of huawei technologies co., LTD., which is backed by huawei technologies and is beneficial in production, capital and sales. And millet technology co., LTD. The main business of mobile phone as millet, the base is weak compared with huawei, enterprise is still very young and capacity,

13、channel marketing.3、销售方式（Salesway）。华为手机主要嵬渠道营销，目前，华为也做了自己的电商，但数据显示，渠道营销仍然 是它的主要销售方式,渠道营销涉及面更广。Huaweis mobile phone mainly relies on channel marketing. At present, huawei has also made its own e-commerce, but the data shows that channel marketing is still its main selling way, and channel marketing i

14、s more extensive.而小米手机,主要做电商销售，有自己的官网。And xiaomi mobile phone, mainly doing e-commerce sales, has its own official website.而集道营销的成本更高，这样手机的价格就会受影响，在这方面小米手机还是有优势的The cost of channel marketing is higher, so the price of the phone will be affected, and xiaomi has the advantage in this area.虽然小米的产能不足，但是

15、它因这种短缺，而发展出了 “饥饿营销”这种独特的销售方式, 吸引 了 大家的目艮球，Despite its lack of capacity, xiaomi has developed a unique way of selling hunger marketing because of the shortage, which has caught everyones attention五、竞争战略分析。Competitive strategy analysis.竞争战略是企业战略的一部分，又称 为业务层次战略或者SBU战略，它是在企业总体战略的制约下，指导和管理具体战略经营 单位的计划和行动

16、。由上面分析，我们知道华为手机的战略比较分散，它包括高中低端手机;小米手机实行 集中化的战略,专注小米系列手机的研发。Huaweis mobile phone strategy is more fragmented, which includes lower-middle and high-end phones. Xiaomis mobile phone is a centralized strategy, focusing on the development of a series of mobile phones根据 2013 年第三 季度中国智能手机各厂商份额显示前十名中华为占9.4%

17、,小米占2.5%;美国调查机构Flurry 截至2013年6月对I0S和Android系统使用者的调查研究，显示小米手机的市场份额为6%, 华为占2.63%;2013年8月国产手机品牌关注比例分布表，显示小米手机关注度为12.1%,华 为为13.5%。总体来看，小米手机的市场占有率是低于华为手机的，这跟华为在低端手机市 场有一定关系的，低端手机更容易获得市场占有率。小米，同样有很多值得学习的，尤其是值得华为学习的是用做互联网的方式来做手机， 能够把自己的东西推广出去是很重要的，而小米就很巧妙的把它的优势发挥到极致，把每一个 能够利用的地方都给宣传出来了，从这一点来讲它是成功的。虽然小米产能有限

18、，导致大 家都认为搞饥饿营俏，吊大家的胃口也是不得已而为之，但是这也i直保持了大家对它的关注度, 从营销与推广的角度，小米值得中兴、华为这些较为传统的公司学习。综上，小米和华为竞争战略各有特点，但在各自的竞争战略指导下都取得了很好的效果，为 国产品牌做了榜样。六、战略建议(Strategicsuggestion)华为有强大的渠道销售能力，也针对不同的人群进行研发，这会增加它的市场占有率， 们易不能限证货的核心竞争力，下要:相申好的发展,也要:学习小米的开联网梯式.降低成木：小 火.汨大的缺.占就是声能不.足.加1何提高产能这是它的，栈略方向.它诃以选择与有2；力的企、11，合 作. 比力II联

19、梯. 借11它 人的资源. 讲彳I蜷介. 这不火为 ,良笛 HlAWFl has a wtrcng ability cf alashannpkj akc rpsaarch thp riiffprpnt groups f pacplp： which will inrrpasp its market sharp, hut ran net giiarant/its rcra rcmpptitivpnpss, thdrvrlcpmant cf it in erdar tc hattar, hut akc tc rpdiirp thp rest nf millpt Intprnpt mndpl Iprning millpt hig drawhark is larkof caDacitv. how to imDrove the Droductivitv it is a strategic direction, it can choose to cooDerate with the strength of th。entorprisas such as Lenovo, integrate with its human rusQurcas, it is a good wav to this.