中兴国际化战略发展研究英文版 PPT课件

1 StudyonthedevelopmentstrategyofinternationalizationofZTE Membersofthegroup 2 Researchframework 1 internationalizationdevelopmentbackgroundofZTE2 ThestrategyofZTE sinternationalizationdevelopment3 TheinternationalizationdevelopmentstrategyofZTE4ZTEinternationalizationdevelopmentsuggestions 3 1 internationalizationdevelopmentbackgroundofZTE 4 1 1Processofinternationaldevelopment Onthewayofinternationalization ZTEtoavoidandtransnationalcommunicationsgiantpositivebattle Takethewayofthe easyfirstthendifficult BeginfromdevelopingcountriesaroundChina thenslowlyspreadtoAfrica LatinAmerica thenslowlyseepintotheeasternEurope WesternEuropeandtheUnitedStates 5 1 1Processofinternationaldevelopment OveralltheinternationalizationofZTE sroughlydividedintofourstages Thefirststage 1995 1997 astheoverseasexplorationphase Thesecondphase 1998 1998 asthescaleofbreakthrough Thethirdstage 2002 2004 tocomprehensivelypromotestage Thefourthstagesince2005forhigh endbreakthroughperiod 6 1 2Internationalizationdevelopmentdynamicfactors WhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics highrisk highincome WhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics highrisk highincome SotheZTE sinternationalexpansionisinevitableIsonlypossibleforinternationalizationintermsofproductivity technologyandmarketforcestoobtainthegloballead Analysisfromtheside thisisZTEinthecommunicationsindustrytocompetewithothercompetitorsintheinevitabledemandofunbeatenstatus Ifnotinthelongrunviewofinternationalizationdevelopmentlimiteddevelopmentcouldbestalledathome insteadofbeingcounterpartswhichcompetitorsoutofinternationalizationdevelopment Soforinternationalizationistheneedofcompetitionatthesametimealsoistheneedofsurvival Finallyistheadvantageforinternationalizationcangetinternationaladvantage willbenefitthedevelopmentofitself AboveallZTEtotransnationaldevelopmentofmotivation 7 1 2Internationalizationdevelopmentdynamicfactors Internalcause 1 Makeupforits strategicgap toseekr dresources 2 Occupationofoverseasmarkets 3 Accesstoadvancedtechnologyandcreateagoodenvironmentfordevelopment 4 Buildglobalr dnetworks cultivatethetechnicaladvantages 5 Completethemultinationalcompany sglobalsystematicinvestmentstrategy Externalcause 1 Economicglobalizationisthedirectcauseofmultinationalcompanyglobalization 2 ThedevelopmentofknowledgeeconomyistheimportantfactorstopromoteZTEmultinationalglobalization 3 ThedevelopmentofinformationtechnologyandwidelyusedformultinationalcorporationR Dglobalizationprovidesthetechnicalsupport 8 1 3Thecurrentsituationofthedevelopmentofinternationalization ZTEistheworld sleadingintegratedcommunicationssolutionsprovider ZTEisoneofthelargestChinesecommunicationequipmentmanufacturingindustrylistingCorporation Chinagovernment520keyenterprisessupportedby Since2005 ZTEbusinessincomeachievedcompoundannualgrowthrateofmorethan29 in2010 morethan70000000000yuan tobecometheworld sfifthlargesttelecomequipmentmaker sixthcommunicationterminalmanufacturers Afterseveralyearsofdevelopment internationalizationZTEhasmadegreatachievements Ismainlyreflectedinthe 9 1 3Thecurrentsituationofthedevelopmentofinternationalization 1 Expandthemarketscale 2 Thecultivationofacertainbrandawareness 3 Theinitialformationofinternationalresourcesallocationability 4 Fastaccesstoknowledgeandinformation 5 Cultivateagroupofinternationalbusinesstalents 10 二 ThestrategyofZTE sinternationalizationdevelopment 11 2 1SWOTanalysisforZTE sinternationalstrategy 一 Internalstrengths1Takedifferentstrategiesfordifferentnationalmarkets andtheformationofdifferentiationadvantage2Takethecustomerdemandasthepriority shortercycleofproductdevelopment3AdvantageofLowcost4Thecoexistenceofspecializationanddiversification varietyofproduct one stop integratedproduct 12 2 1SWOTanalysisforZTE sinternationalstrategy 二 Internalweaknesses1TheriskofIntellectualproperty2Thebrandinferiority3Thelackofastrongcorporateculturesupporttheinternationalizationdevelopment 13 2 1SWOTanalysisforZTE sinternationalstrategy 三 Externalopportunities1DevelopmentofglobaltelecommunicationindustryhasbroughtthehugemarketspaceforZTE2ThechangeofOperatorsdemand3Overseasrelativereducebarrierstoentry 14 2 1SWOTanalysisforZTE sinternationalstrategy 四Externalthreats1Thereactionofthecompetitor2theterminaluserpressure3theincreasingpressurefromoperators4Thepowerfulcombinationofinternationalcommunicationmanufacturer 15 2 2ThepositioningstrategyofZTEinternationalization ZTEwilladheretothefieldofoperatorsofdeepsecretagentsintheM ICTfield ZTEcoverageininternationalmarketcontinuetooptimizefuture IInthefuture ZTEshouldtapthepotentialoftraditionalmarket helptheoperatorachievetransformation 16 2 3Internationalstrategicobjectives TheinternationalizationstrategyofZTE sgoalistobecomeafirst classcommunicationsserviceproviderworld tocreateaworld renownedZTEbrand tocreateworldclassexcellenceenterprises contributetothedevelopmentoftheservicesinthecountriesandregions 17 三 TheinternationalizationdevelopmentstrategyofZTE 18 3 1Thestrategyofbrand 3 1 1Basedonthelow endtoenterthehigh endIn2004 thebrandimageofZTEmobilephonehasalmostbecomethesynonymousofPHSfromsalesperformance Inordertochangetheimageofcompany itsstrategyisbasedonthelow endtoenterthehigh end 19 3 1Thestrategyofbrand 3 1 2Increasesocialawareness socialpublicservicesThepastsalesmainlyconcentratedintheprofessionalfieldofcommunication becauseoftheprofessionalvisibilityistoohigh eadingtoitasocialpublicvisibilityisrelativelynothigh SothebrandrecognitionofZTEmobilephoneisverylowwithconsumers 20 3 2Thestrategyoftechnology 3 2 1TheestablishmentanddevelopmentofZTEoverseasR DCenterIt sthemarkofZTEwhosetechnologyinnovationwithinternationalizationhasmadesubstantialsteptoestablishoverseasR Dinstitutions ThemaintaskofoverseasR Dinstitutionsbear 1 Trackingthelatestworldinformationtechnology Gettingglobaltechnologyinnovationfromcompetitorsandthelocalenvironmentoftechnology sspillover 2 Recruitingtheworld classtalentandusingtheinfrastructureoflocalresearchtoexpandthecompany sinnovationresources 3 Engagingintheresearchofsoftwareswitch CDMAIXhigh levelprotocoltoprovidelong termtechnicalsupportfortheparentcompany 21 3 2Thestrategyoftechnology 3 2 2Establishacomprehensiveandglobaloperatorspartnerships3 2 3TheestablishmentofR Dallianceswiththeinternationaltelecomequipmentsuppliers3 2 4Participateininternationalcommunicationtowardstechnologystandardallianceactively 22 3 3Thestrategyofsaleschannel 3 3 1Establishthemarketingdepartmentandestablishcooperationrelationshipwithforeignoperators 3 3 2ThethreestandardstocoverageGSM CDMA PHSandsafeguardthelarge scalesales 23 3 4Thestrategyofhumanresources 3 4 1ThecultivationofinternationalizationofinnovativetalentsInternationalizationoftalentsisthekeysupportingZTEinnovationinternationalization ThecultivationofinnovativetalentsofZTEmainlyhavetwoways First itselectedoutstandingpersonnelinternationalizationfromdometicdirectlytoopenupoverseasmarkets Second directrecruitmentoflocalstaffinoverseas Alongwiththeneedtoenhancevisibilityandoverseasbusinessdevelopment makingfulluseoflocalhighlevelhumancapitaladvantage andinnovatingthetrendoftalentslocalizationbecamesmoreandmoreobvious 24 3 4Thestrategyofhumanresources 3 4 2PerfecttheincentivemechanismoftalentsZTEhasestablishedasetofincentivemechanismoftalent whichnotonlyprovidesexcellentsalaryandwelfaresystem trainingsystemforemployees butalsocreatesmutualrespectandharmoniousculturalatmospherewithintheinternelofcompany ZTEwontheMinistryofeducation cherishtalentsAward theemploymentofcollegestudentsandselectedChinesechoiceforenterprises in2001 ZTEwontheChineseITindustry bestemployer titlein2003September ZTEwasnamedthe bestemployerChinaCollegestudents in2005July 25 4ZTEinternationalizationdevelopmentsuggestions 26 4ZTEinternationalizationdevelopmentsuggestions Afteryearsofefforts ZTEcontinueddevelopmentandexpansion butinthewayofinternationalization isstillfarfromenough inordertobecomeaworld classcommunicationsproviders occupyaspaceforonepersonintheinternationalmarketcompetitionontheplatform Ihavethefollowingideasorsuggestions 27 4 1Thegoalofdevelopment Therefore ZTEasasteeringinternationaldevelopmentbydomesticenterprises tobecomebiggerandstronger wemusthavetherightorientationofdevelopment developingcountriesstartedfrom Marchtodevelopedcountries andtheglobaltarget onlytheambitiousgoal cantheinternationalizationstrategyfoundation 28 4 2Thepowerfulinnerstrength Thedomestictotheinternational thisisanepoch makingprocessforenterprises thelackofasolidfoundationisnotinherent ZTEisaservicebusinessenterprise onlywithalargenumberofinternationalmanagementtoenableenterprisestoobtaininternationalbusinessadvantages tooccupymoreandbetterinternationalresourceallocation 29 4 3Theheightofthebrandculture ZTEwantstosurviveinthefierceinternationalcompetitioninthemarket theessentialhighbrandculture asthesoulofthebrandculture shouldbeinthetechnologyandthethoughtontheleadershipofenterprisedevelopmentFirst continuousinnovationandtechnolog