中兴国际化战略发展研究英文版.ppt

StudyonthedevelopmentstrategyofinternationalizationofZTE,Membersofthegroup：,Researchframework,1.internationalizationdevelopmentbackgroundofZTE2.ThestrategyofZTEsinternationalizationdevelopment3.TheinternationalizationdevelopmentstrategyofZTE4ZTEinternationalizationdevelopmentsuggestions,1.internationalizationdevelopmentbackgroundofZTE,1.1Processofinternationaldevelopment,Onthewayofinternationalization,ZTEtoavoidandtransnationalcommunicationsgiantpositivebattle,Takethewayofthe“easyfirstthendifficult”，BeginfromdevelopingcountriesaroundChina,thenslowlyspreadtoAfrica,LatinAmerica,thenslowlyseepintotheeasternEurope,WesternEuropeandtheUnitedStates.,1.1Processofinternationaldevelopment,OveralltheinternationalizationofZTEsroughlydividedintofourstages:Thefirststage(1995-1997)astheoverseasexplorationphase.Thesecondphase(19981998)asthescaleofbreakthrough.Thethirdstage(20022004)tocomprehensivelypromotestage.Thefourthstagesince2005forhigh-endbreakthroughperiod.,1.2Internationalizationdevelopmentdynamicfactors,WhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics:highrisk,highincome.WhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics:highrisk,highincome.SotheZTEsinternationalexpansionisinevitableIsonlypossibleforinternationalizationintermsofproductivity,technologyandmarketforcestoobtainthegloballead.Analysisfromtheside,thisisZTEinthecommunicationsindustrytocompetewithothercompetitorsintheinevitabledemandofunbeatenstatus.Ifnotinthelongrunviewofinternationalizationdevelopmentlimiteddevelopmentcouldbestalledathome,insteadofbeingcounterpartswhichcompetitorsoutofinternationalizationdevelopment.Soforinternationalizationistheneedofcompetitionatthesametimealsoistheneedofsurvival.Finallyistheadvantageforinternationalizationcangetinternationaladvantage,willbenefitthedevelopmentofitself.AboveallZTEtotransnationaldevelopmentofmotivation:,1.2Internationalizationdevelopmentdynamicfactors,Internalcause：(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、ThestrategyofZTEsinternationalizationdevelopment,2.1SWOTanalysisforZTEsinternationalstrategy,一.Internalstrengths1Takedifferentstrategiesfordifferentnationalmarkets,andtheformationofdifferentiationadvantage2Takethecustomerdemandasthepriority,shortercycleofproductdevelopment3AdvantageofLowcost4Thecoexistenceofspecializationanddiversification,varietyofproduct,one-stopintegratedproduct,2.1SWOTanalysisforZTEsinternationalstrategy,二.Internalweaknesses1TheriskofIntellectualproperty2Thebrandinferiority3Thelackofastrongcorporateculturesupporttheinternationalizationdevelopment,2.1SWOTanalysisforZTEsinternationalstrategy,三。Externalopportunities1DevelopmentofglobaltelecommunicationindustryhasbroughtthehugemarketspaceforZTE2ThechangeofOperatorsdemand3Overseasrelativereducebarrierstoentry,2.1SWOTanalysisforZTEsinternationalstrategy,四Externalthreats1Thereactionofthecompetitor2theterminaluserpressure3theincreasingpressurefromoperators4Thepowerfulcombinationofinternationalcommunicationmanufacturer,2.2ThepositioningstrategyofZTEinternationalization,ZTEwilladheretothefieldofoperatorsofdeepsecretagentsintheM-ICTfield,ZTEcoverageininternationalmarketcontinuetooptimizefuture.IInthefuture,ZTEshouldtapthepotentialoftraditionalmarket,helptheoperatorachievetransformation.,2.3Internationalstrategicobjectives,TheinternationalizationstrategyofZTEsgoalistobecomeafirst-classcommunicationsserviceproviderworld,tocreateaworld-renownedZTEbrand,tocreateworldclassexcellenceenterprises,contributetothedevelopmentoftheservicesinthecountriesandregions.,三、TheinternationalizationdevelopmentstrategyofZTE,3.1Thestrategyofbrand,3.1.1Basedonthelow-endtoenterthehigh-endIn2004,thebrandimageofZTEmobilephonehasalmostbecomethesynonymousofPHSfromsalesperformance.Inordertochangetheimageofcompany,itsstrategyisbasedonthelow-endtoenterthehigh-end.,3.1Thestrategyofbrand,3.1.2Increasesocialawareness,socialpublicservicesThepastsalesmainlyconcentratedintheprofessionalfieldofcommunication,becauseoftheprofessionalvisibilityistoohigh.eadingtoitasocialpublicvisibilityisrelativelynothigh.SothebrandrecognitionofZTEmobilephoneisverylowwithconsumers.,3.2Thestrategyoftechnology,3.2.1TheestablishmentanddevelopmentofZTEoverseasR&DCenterItsthemarkofZTEwhosetechnologyinnovationwithinternationalizationhasmadesubstantialsteptoestablishoverseasR&Dinstitutions.ThemaintaskofoverseasR&Dinstitutionsbear:1)Trackingthelatestworldinformationtechnology.Gettingglobaltechnologyinnovationfromcompetitorsandthelocalenvironmentoftechnologysspillover.2)Recruitingtheworld-classtalentandusingtheinfrastructureoflocalresearchtoexpandthecompanysinnovationresources.3)Engagingintheresearchofsoftwareswitch,CDMAIXhigh-levelprotocoltoprovidelong-termtechnicalsupportfortheparentcompany.,3.2Thestrategyoftechnology,3.2.2Establishacomprehensiveandglobaloperatorspartnerships3.2.3TheestablishmentofR&Dallianceswiththeinternationaltelecomequipmentsuppliers3.2.4Participateininternationalcommunicationtowardstechnologystandardallianceactively,3.3Thestrategyofsaleschannel,3.3.1Establishthemarketingdepartmentandestablishcooperationrelationshipwithforeignoperators.3.3.2ThethreestandardstocoverageGSM,CDMA,PHSandsafeguardthelarge-scalesales,3.4Thestrategyofhumanresources,3.4.1ThecultivationofinternationalizationofinnovativetalentsInternationalizationoftalentsisthekeysupportingZTEinnovationinternationalization.ThecultivationofinnovativetalentsofZTEmainlyhavetwoways:First,itselectedoutstandingpersonnelinternationalizationfromdometicdirectlytoopenupoverseasmarkets.。Second,directrecruitmentoflocalstaffinoverseas.Alongwiththeneedtoenhancevisibilityandoverseasbusinessdevelopment.makingfulluseoflocalhighlevelhumancapitaladvantage,andinnovatingthetrendoftalentslocalizationbecamesmoreandmoreobvious.,3.4Thestrategyofhumanresources,3.4.2PerfecttheincentivemechanismoftalentsZTEhasestablishedasetofincentivemechanismoftalent,whichnotonlyprovidesexcellentsalaryandwelfaresystem,trainingsystemforemployees,butalsocreatesmutualrespectandharmoniousculturalatmospherewithintheinternelofcompany.ZTEwontheMinistryofeducationcherishtalentsAward,theemploymentofcollegestudentsandselectedChinesechoiceforenterprisesin2001.ZTEwontheChineseITindustrybestemployertitlein2003September.ZTEwasnamedthebestemployerChinaCollegestudentsin2005July.,4ZTEinternationalizationdevelopmentsuggestions,4ZTEinternationalizationdevelopmentsuggestions,Afteryearsofefforts,ZTEcontinueddevelopmentandexpansion,butinthewayofinternationalization,isstillfarfromenough,inordertobecomeaworld-classcommunicationsproviders,occupyaspaceforonepersonintheinternationalmarketcompetitionontheplatform,Ihavethefollowingideasorsuggestions:,4.1Thegoalofdevelopment,Therefore,ZTEasasteeringinternationaldevelopmentbydomesticenterprises,tobecomebiggerandstronger,wemusthavetherightorientationofdevelopment,developingcountriesstartedfrom,Marchtodevelopedcountries,andtheglobaltarget,onlytheambitiousgoal,cantheinternationalizationstrategyfoundation.,4.2Thepowerfulinnerstrength,Thedomestictotheinternational,thisisanepoch-makingprocessforenterprises,thelackofasolidfoundationisnotinherent,ZTEisaservicebusinessenterprise,onlywithalargenumberofinternationalmanagementtoenableenterprisestoobtaininternationalbusinessadvantages,tooccupymoreandbetterinternationalresourceallocation.,4.3Theheightofthebrandculture,ZTEwantstosurviveinthefierceinternationalcompetitioninthemarket,theessentialhighbrandculture,asthesoulofthebrandculture,shouldbeinthetechnologyandthethoughtontheleadershipofenterprisedevelopmentFirst,continuousinnovationandtechnologycult