中兴国际化战略发展研究英文版.ppt
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中兴国际化战略发展研究英文版.ppt
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StudyonthedevelopmentstrategyofinternationalizationofZTEMembersofthegroup:
Researchframework1.internationalizationdevelopmentbackgroundofZTE2.ThestrategyofZTEsinternationalizationdevelopment3.TheinternationalizationdevelopmentstrategyofZTE4ZTEinternationalizationdevelopmentsuggestions1.internationalizationdevelopmentbackgroundofZTE1.1ProcessofinternationaldevelopmentOnthewayofinternationalization,ZTEtoavoidandtransnationalcommunicationsgiantpositivebattle,Takethewayofthe“easyfirstthendifficult”,BeginfromdevelopingcountriesaroundChina,thenslowlyspreadtoAfrica,LatinAmerica,thenslowlyseepintotheeasternEurope,WesternEuropeandtheUnitedStates.1.1ProcessofinternationaldevelopmentOveralltheinternationalizationofZTEsroughlydividedintofourstages:
Thefirststage(1995-1997)astheoverseasexplorationphase.Thesecondphase(19981998)asthescaleofbreakthrough.Thethirdstage(20022004)tocomprehensivelypromotestage.Thefourthstagesince2005forhigh-endbreakthroughperiod.1.2InternationalizationdevelopmentdynamicfactorsWhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics:
highrisk,highincome.WhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics:
highrisk,highincome.SotheZTEsinternationalexpansionisinevitableIsonlypossibleforinternationalizationintermsofproductivity,technologyandmarketforcestoobtainthegloballead.Analysisfromtheside,thisisZTEinthecommunicationsindustrytocompetewithothercompetitorsintheinevitabledemandofunbeatenstatus.Ifnotinthelongrunviewofinternationalizationdevelopmentlimiteddevelopmentcouldbestalledathome,insteadofbeingcounterpartswhichcompetitorsoutofinternationalizationdevelopment.Soforinternationalizationistheneedofcompetitionatthesametimealsoistheneedofsurvival.Finallyistheadvantageforinternationalizationcangetinternationaladvantage,willbenefitthedevelopmentofitself.AboveallZTEtotransnationaldevelopmentofmotivation:
1.2InternationalizationdevelopmentdynamicfactorsInternalcause:
(1)Makeupforitsstrategicgap,toseekr&dresources.
(2)Occupationofoverseasmarkets(3)Accesstoadvancedtechnologyandcreateagoodenvironmentfordevelopment.(4)Buildglobalr&dnetworks,cultivatethetechnicaladvantages.(5)Completethemultinationalcompanysglobalsystematicinvestmentstrategy.Externalcause:
(1)Economicglobalizationisthedirectcauseofmultinationalcompanyglobalization.
(2)ThedevelopmentofknowledgeeconomyistheimportantfactorstopromoteZTEmultinationalglobalization.(3)ThedevelopmentofinformationtechnologyandwidelyusedformultinationalcorporationR&Dglobalizationprovidesthetechnicalsupport.1.3Thecurrentsituationofthedevelopmentofinternationalization.ZTEistheworldsleadingintegratedcommunicationssolutionsprovider.ZTEisoneofthelargestChinesecommunicationequipmentmanufacturingindustrylistingCorporation,Chinagovernment520keyenterprisessupportedby.Since2005,ZTEbusinessincomeachievedcompoundannualgrowthrateofmorethan29%in2010,morethan70000000000yuan,tobecometheworldsfifthlargesttelecomequipmentmaker,sixthcommunicationterminalmanufacturers.Afterseveralyearsofdevelopment,internationalizationZTEhasmadegreatachievements.Ismainlyreflectedinthe:
1.3Thecurrentsituationofthedevelopmentofinternationalization.
(1)Expandthemarketscale.
(2)Thecultivationofacertainbrandawareness.(3)Theinitialformationofinternationalresourcesallocationability.(4)Fastaccesstoknowledgeandinformation.(5)Cultivateagroupofinternationalbusinesstalents.二、ThestrategyofZTEsinternationalizationdevelopment2.1SWOTanalysisforZTEsinternationalstrategy一.Internalstrengths1Takedifferentstrategiesfordifferentnationalmarkets,andtheformationofdifferentiationadvantage2Takethecustomerdemandasthepriority,shortercycleofproductdevelopment3AdvantageofLowcost4Thecoexistenceofspecializationanddiversification,varietyofproduct,one-stopintegratedproduct2.1SWOTanalysisforZTEsinternationalstrategy二.Internalweaknesses1TheriskofIntellectualproperty2Thebrandinferiority3Thelackofastrongcorporateculturesupporttheinternationalizationdevelopment2.1SWOTanalysisforZTEsinternationalstrategy三。
Externalopportunities1DevelopmentofglobaltelecommunicationindustryhasbroughtthehugemarketspaceforZTE2ThechangeofOperatorsdemand3Overseasrelativereducebarrierstoentry2.1SWOTanalysisforZTEsinternationalstrategy四Externalthreats1Thereactionofthecompetitor2theterminaluserpressure3theincreasingpressurefromoperators4Thepowerfulcombinationofinternationalcommunicationmanufacturer2.2ThepositioningstrategyofZTEinternationalizationZTEwilladheretothefieldofoperatorsofdeepsecretagentsintheM-ICTfield,ZTEcoverageininternationalmarketcontinuetooptimizefuture.IInthefuture,ZTEshouldtapthepotentialoftraditionalmarket,helptheoperatorachievetransformation.2.3InternationalstrategicobjectivesTheinternationalizationstrategyofZTEsgoalistobecomeafirst-classcommunicationsserviceproviderworld,tocreateaworld-renownedZTEbrand,tocreateworldclassexcellenceenterprises,contributetothedevelopmentoftheservicesinthecountriesandregions.三、TheinternationalizationdevelopmentstrategyofZTE3.1Thestrategyofbrand3.1.1Basedonthelow-endtoenterthehigh-endIn2004,thebrandimageofZTEmobilephonehasalmostbecomethesynonymousofPHSfromsalesperformance.Inordertochangetheimageofcompany,itsstrategyisbasedonthelow-endtoenterthehigh-end.3.1Thestrategyofbrand3.1.2Increasesocialawareness,socialpublicservicesThepastsalesmainlyconcentratedintheprofessionalfieldofcommunication,becauseoftheprofessionalvisibilityistoohigh.eadingtoitasocialpublicvisibilityisrelativelynothigh.SothebrandrecognitionofZTEmobilephoneisverylowwithconsumers.3.2Thestrategyoftechnology3.2.1TheestablishmentanddevelopmentofZTEoverseasR&DCenterItsthemarkofZTEwhosetechnologyinnovationwithinternationalizationhasmadesubstantialsteptoestablishoverseasR&Dinstitutions.ThemaintaskofoverseasR&Dinstitutionsbear:
1)Trackingthelatestworldinformationtechnology.Gettingglobaltechnologyinnovationfromcompetitorsandthelocalenvironmentoftechnologysspillover.2)Recruitingtheworld-classtalentandusingtheinfrastructureoflocalresearchtoexpandthecompanysinnovationresources.3)Engagingintheresearchofsoftwareswitch,CDMAIXhigh-levelprotocoltoprovidelong-termtechnicalsupportfortheparentcompany.3.2Thestrategyoftechnology3.2.2Establishacomprehensiveandglobaloperatorspartnerships3.2.3TheestablishmentofR&Dallianceswiththeinternationaltelecomequipmentsuppliers3.2.4Participateininternationalcommunicationtowardstechnologystandardallianceactively3.3Thestrategyofsaleschannel3.3.1Establishthemarketingdepartmentandestablishcooperationrelationshipwithforeignoperators.3.3.2ThethreestandardstocoverageGSM,CDMA,PHSandsafeguardthelarge-scalesales3.4Thestrategyofhumanresources3.4.1ThecultivationofinternationalizationofinnovativetalentsInternationalizationoftalentsisthekeysupportingZTEinnovationinternationalization.ThecultivationofinnovativetalentsofZTEmainlyhavetwoways:
First,itselectedoutstandingpersonnelinternationalizationfromdometicdirectlytoopenupoverseasmarkets.。
Second,directrecruitmentoflocalstaffinoverseas.Alongwiththeneedtoenhancevisibilityandoverseasbusinessdevelopment.makingfulluseoflocalhighlevelhumancapitaladvantage,andinnovatingthetrendoftalentslocalizationbecamesmoreandmoreobvious.3.4Thestrategyofhumanresources3.4.2PerfecttheincentivemechanismoftalentsZTEhasestablishedasetofincentivemechanismoftalent,whichnotonlyprovidesexcellentsalaryandwelfaresystem,trainingsystemforemployees,butalsocreatesmutualrespectandharmoniousculturalatmospherewithintheinternelofcompany.ZTEwontheMinistryofeducationcherishtalentsAward,theemploymentofcollegestudentsandselectedChinesechoiceforenterprisesin2001.ZTEwontheChineseITindustrybestemployertitlein2003September.ZTEwasnamedthebestemployerChinaCollegestudentsin2005July.4ZTEinternationalizationdevelopmentsuggestions4ZTEinternationalizationdevelopmentsuggestionsAfteryearsofefforts,ZTEcontinueddevelopmentandexpansion,butinthewayofinternationalization,isstillfarfromenough,inordertobecomeaworld-classcommunicationsproviders,occupyaspaceforonepersonintheinternationalmarketcompetitionontheplatform,Ihavethefollowingideasorsuggestions:
4.1ThegoalofdevelopmentTherefore,ZTEasasteeringinternationaldevelopmentbydomesticenterprises,tobecomebiggerandstronger,wemusthavetherightorientationofdevelopment,developingcountriesstartedfrom,Marchtodevelopedcountries,andtheglobaltarget,onlytheambitiousgoal,cantheinternationalizationstrategyfoundation.4.2ThepowerfulinnerstrengthThedomestictotheinternational,thisisanepoch-makingprocessforenterprises,thelackofasolidfoundationisnotinherent,ZTEisaservicebusinessenterprise,onlywithalargenumberofinternationalmanagementtoenableenterprisestoobtaininternationalbusinessadvantages,tooccupymoreandbetterinternationalresourceallocation.4.3TheheightofthebrandcultureZTEwantstosurviveinthefierceinternationalcompetitioninthemarket,theessentialhighbrandculture,asthesoulofthebrandculture,shouldbeinthetechnologyandthethoughtontheleadershipofenterprisedevelopmentFirst,continuousinnovationandtechnologyculture,shouldbebasedonthecoretechnologywithindependentintellectualpropertyrightsasthebasis,secondly,thethoughtculturebytheentrepreneurialculturetotheinternationaldevelopmentofGlobalizationofculturechange.4.4ThepaceofgradualadvanceFrom1995to1997overseasexplorationstage,in1998toscalebreakthroughstagein2001,From2002to2004,ZTEinternationalizationstrategystartedinthemarket,talent,capitalandotheraspectstorealizecomprehensiveadvancement,thatin2005throughtheeffectiveimplementationoflocalizationstrategy,andthroughandtransnationaloperatorscomprehensive,in-depthcooperation,makeacomprehensivebreakthroughtoWesternEurope,NorthAmericaandotherdevelopedmarkets.Fromthedevelopmenthistoryofthisseries,wecanseetheZTEinternationalizationdevelopmentisaprogressiveprocess,fromtheshallowertothedeeper,fromthelackofinternationalizationoftheunderstanding,tounderstandtheunceasinglythorough,andthentothemainbodyoftheinternationalization,ZTEinternationalizationpaceinthestepbystep,andtoeverycornerofglobalreach.
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