华为案例分析-HUAWEI英文.ppt

Page 1 TheGlobalizationofHUAWEI AboutHUAWEI 1 Globalization 2 HUAWEIInAfrica 3 HUAWEIInEurope 4 Page 2 Inspiration 5 TheGlobalizationofHUAWEI AboutHUAWEI 1 Information 3 Culture 2 Business 4 Vision Page 3 HUAWEI notjustoneofthetop500enterprises Theriseofit HuaWei isthedisasterofforeignmultinationals TheEconomist AboutHUAWEI Now Huaweiiseverywhere ithasalreadyshownhismettle IfeelnothingwrongifHuaweicomesintheSouthPoleaswell Page 4 HUAWEI notjustthetop500enterprises Page 5 About170 000employeesSales 287 000 000 000 What sHuaWei Only14employeesCapital 21 000 Onthelistof100worldbrandvalue Ranks287thinworldtopfivehundred 1987 Acommunicationtechnologycompany AboutHUAWEI Information Page 6 Products AboutHUAWEI Business 1 3 2 Page 7 ForEnterpriseProductsSupportSoftwareDownloadSubmitServiceRequestServicesNewsTrainingPartnerSupportAreaTechnicalForum ForCarriersProductSupportGroupSpaceDocumentationExpressTrainingHedExliteHuaweiAnswers ForConsumerManualsTechSpecsDownloadsFAQsServiceCenters Services Support AboutHUAWEI Business Page 8 CorporateCulture WolfCulture Efficientmanagement Technologyinnovation AboutHUAWEI Culture Page 9 AAkeensenseofsmell BPersistentandcourageousoffensivespirit CTeamwork 5Gtechnology Maximizethepower Beatcompetitors WolfCulture AboutHUAWEI Culture Page 10 AboutHUAWEI Culture Page 11 Theonlyreasonforourexistenceistoservecustomers AboutHUAWEI Culture Page 12 AboutHUAWEI Vision LOGO Globalization Page 13 Page 14 DevelopmentProcess Thefirststep targetingHongKong theneighborofShenzhen Thethirdstep After2000 Huaweihasbeguntoexpandinotherregions Thesecondstep Huaweibegantoconsiderthemarketsofdevelopingcountries Thefourthstep HuaweibegantodeveloptheEuropeanmarket HongKong Developingcountry otherareas Developedcountry Page 15 Thehistoryofdevelopment Year1987EstablishesinShenzhenwithassalesagentforHongKongcompanyproducingPrivateBranchExchange PBX switches Year1992InitiatesR Dandlaunchesruraldigitalswitchingsolution Year1997LauncheswirelessGSM basedsolutions Year1999EstablishesR DcentreinBangalore India 印度班加罗尔 Year2000 EstablishesR DcenterinStockholm Sweden 瑞典斯德哥尔摩 Year2004EstablishesjointventurewithSiemens 西门子 todevelopTD SCDMAsolutionsYear2005Internationalcontractordersexceeddomesticsalesforthefirsttime SelectsasapreferredtelecomsequipmentsupplierandsignsGlobalFrameworkAgreementwithVodafone Selectsasapreferred21CenturyNetwork 21CN supplierbyBritishTelecom BT toprovidemulti servicenetworkaccess MSAN componentsandopticaltransmissionequipmentYear2006EstablishesShanghai basedjointR DCenterwithMotorola 摩托罗拉 todevelopUMTStechnologies 专用分组交换机 privatebranchexchange 全球移动通信系统 GlobalSystemforMobileCommunications 第三代移动通信标准 简称3G 通用移动通信系统 UniversalMobileTelecommunicationsSystem Page 16 Thehistoryofdevelopment Year2008 RecognizedbyBusinessWeekasoneoftheworld smostinfluentialcompanies RanksNo 3byInformaintermsofworldwidemarketshareinmobilenetworkequipment FirstlargescalecommercialdeploymentofUMTS HSPAinNorthAmerica forTELUSandBellCanada RanksNo 1byABIinmobilebroadbanddeviceshavingshippedover20millionunitsYear2009 RanksNo 2inglobalmarketshareofradioaccessequipment Successfullydeliverstheworld sfirstLTE EPCcommercialnetworkforTeliaSonerainOsloNorway Launchestheworld sfirstend to end100GsolutionfromrouterstotransmissionsystemYear2010 Deployedover80SingleRANnetworksamongwhich28werecommercialLTE EPCnetworks EstablisheditsCyberSecurityEvaluationCentreintheUK SignedaVoluntaryGreenAgreementwiththeChinaMinistryofIndustryandInformationTechnology MIIT JoinedtheUNBroadbandCommissionforDigitalDevelopment Awardedthe 2010CorporateUseofInnovationAward byTheEconomist Russia MiddleEast India Africa Europe SouthAmerica UnitedStates SoutheastAsia Page 18 FromRedSorghumtohightechnology 从红高粱到高科技 Overcometheculturaldifference Encirclingthecities 农村包围城市 Attentiontodetail Page 19 1 Overcometheculturaldifference 1 单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容 Beforetravelingabroad Huawei sstaffwillreceivetraininginthetrainingdepartment Buttheculturethatplaces values religionandlifestyleisnotsuitedtothem Theymetalotofproblemsthattheyneverimagined BecauseofChina smediaunderdevelopmentatthattime ForeignersdidnotknewthesituationofChina EspeciallytheRedSorghum 红高粱 wontheaward theyalsothoughtthatChinesepeoplearenowlivinginconditionslike RedSorghum Tosolvethesedifficulties Huaweiactivelyparticipateintradeexhibitions Inthisway ForeignersunderstandHuaweiclearly Page 20 2 Encirclingthecities 农村包围城市 1 单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容 AlthoughtherearemanygapsbetweenChina sandDevelopedcountries high techenterprises wehaveadvantagescomparedwithdevelopingcountries Huawei sstrategies NewSilkRoad InviteforeigninvestorstoChina TounderstandChinaandHuawei Participateinvariousexhibitions Page 21 3 Attentiontodetail 1 单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容 Huaweiisveryattentivetointernationalcustomerservice InHuawei sheadquarters wecanseearoomcoveredwithathickcarpet Fewvisitorsknewusesofthisroom afteraskingothers weknewthatitwasdesignedforArabianclientstopray Page 22 Advantages Thecostadvantage AChineseengineer ssalaryisone thirdtoone fourthofEurope Legalworkingtimeis1 5timesofEuropeandoftenworkovertime 1 Qualityservice Huaweihasestablishedmorethan100branches marketingandservicenetworkworldwide toprovidecustomerswithfast high qualityserviceintheworld 2 Technicaladvantages Huaweihasinvestedmorethan5billionyuanintotalandnearly6 000peoplein3GincountriessuchastheUnitedStates Sweden IndiaandRussiatosetupanumberofR Dcenters 3 Page 23 Disadvantages Weakerfinancialresources Huaweiisnotalistedcompanyandconsequentlydoesnotfinancinginthecapitalmarkets Toacertainextent itcausedtheopaqueofHuawei whichdiscouragesitsglobalization 1 Historicalinfluence ForeignerssuspectinnovationcapabilityofChineseenterprises makingHuawei sproductsmorelikelytobequestioned 2 Theriskoftradediscrimination technicalstandardsandthesoftbarriers Afterthefinancialcrisis inordertopromotetheirlocaleconomicdevelopment countriesisboundtotakestrictprotectionmeasures 3 LOGO HAIWEIINAFRICA Page 24 MarketShareInAfrica 1 3 2 Ericsson HUAWEI Page 25 Cisco Analysis PrudentPricingStrategy 1 R DStrategy 2 LocalizationStrategy 3 Page 26 PrudentPricingStrategy 文字内容 Page 27 TargetPricingMethod One Competition orientedPricingMethod Two R DInput R DStrategy KnowledgeAccumulation Page 28 R DInput Page 29 LocalizationStrategy OEMReliableAgent Liveasaresponsibleenterprisecitizen Word of mouthEffectBrandEffect 1 60 ofemployeesarelocalcitizen Employees Channels 2 3 Localization Page 30 ConstructionInvestment LOGO Page 31 Page 32 2 Before2004 thecompany ssaleshavenomajorbreakthrough 1 Beginningin2001 takingGermanyasastartingpointtoentertheWesternEuropeanmarket incooperationwithwell knownlocalagents HuaweisuccessfullyenteredGermany France Spain Britainandotherdevelopedregionsandcountries 3 Since2005 HUAWEIhasfinallyusheredintheharvest itsbusinessbegantogrowinEurope thecompany ssaleshasreached 4millioninEuropethisyear Today HuaweihassetupanumberofsubsidiariesintheUK Poland Germany France Italy Spain andotherEuropeancountries itsresearch service training andproductionandsalesoperationsthroughoutEurope Huawei sstrategyinEurope 单击此处添加标题 Company levelstrategy 1 Competitive levelstrategy 2 Function levelstrategy 3 4 Page 33 StrategicanalysisofHUAWEIinEurope 1 AsofJanuary2014 HuaweihasestablishedtworesearchcentersinEurope underthejurisdictionof14researchinstitutions establishedsixcompetencecenterforfinance marketing serviceandotherareas 单击此处添加标题 2 Over9900staffinEurope including1200inresearchanddevelopment Page 34 HuaweiEuropeUpdate 3 Revenue 46billionin2014 Europeaccountsfornearly30 HuaWeiEuropeMilestones Page 36 2000 setupthefirstEuropeanR DcenterinStockholmSweden 2001 2001wonthefirstcontractinGermany then10GSDHwasdeployed 2003 BTconductedthepartenrshipevaluationtoHuaWei HuaWeisetupabusinesscenterinBasingstoke 2004 SIgnificantbreakthrough TelfortchoseHuaWeitodeployits3Gnetwork 2005 BTselectedHuaweiaspreferredsuppliersfortheON ANforits21cnnetwork VodafonesignedagreementwithHuaweiforitsglobalmobilenetwork 2006 Establishedpartnershipswithalltier oneoperatorsinEurope SetupbusinessoperationcenterinD sseldorf 2007 ChosenbyT MobiletoupgradeitsPacketCorenetworkin5keyEuropeanmarkets 2008 2010