中兴国际化战略发展研究英文版.docx

中兴国际化战略发展研究英文版.docx

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中兴国际化战略发展研究英文版

ResearchonthestrategyofinternationalizationofZTE

Thethirdgroupofjinshu1101

Membersofthegroup

ZongjieZhao、YanlinZhang

RuihuZhou、QingnaZhang

MingxiangCai、BinbinHe

GuangzhiLi、KaiyuanChen

Abstract

Asasuccessfulhi-techenterprise,ZTEgrowveryrapidly.Fromstartinginternalizationin1995ZTEhasgottenhugeachievementsonaspectofoperationperfomance,enterprisecultureandmanagement.Fromtheperspectiveoffronteconomicandstrategictheories,integratedwiththehistory,actualityandspecializationofZTEinternalizationgrowth,thethesisanalysesandstudiedaseriesofkeyissusescomingfromZTEinternalizationgrowth.

ThethesisanalysesvariousopportunitiesangthreatsundertheglobaltelecomcompetitivesurroundingforZTE,andpointsoutthatsomeadvantageswillpromoteZTE’intenalizationgrowth,suchasexpandingmarketdimensionandcarriers’demandschangingandsoon.Whilethethesisalsoshowsthatsomedisadvantageswillcausenegativeeffects,forinstance,it’sjusttemporaryforZTEhavinglow-costbenefit,andmoredrasticallycompetitionwillcom,etc.

ThethesismakesdetailedanalysisaboutinsidecapacityofZTEinvolvingcorecompetitionespecially,andpointsoutthatthegaplessintegrationbetweenmarketingandtechnique,andthestudyingcapabilityfittinginthediversityofenvironmentsuchasthebusinessmethodcalled“solidityandrealization”,helpZTEtogetleadingstatusinfinal.Butatthesametime,therearealsosomeproblemsZTEhastofaceduringinternalizationgrowth,e.g.thebrandisnotwell-knownbycustomersinothercountries,itisdifficulttosupportfurthergrowingwithpresententerpriseculture.etc,sothethesisstudiesZTE’strengthandweaknessindetail.

Finally,aftercombiningexternalsurroundinganalysisandinternaiconditionanalysis,ThethesispointsoutthathowtochangefromadomesticenterprisetoaMulti-nationalenterpriseisthemostimportantchallengeforZTEatcurrentperiod.Whilesomeexistingproblemsonaspectsofmarketing,technique,internalmanagement,HRmanagementandenterprisecultureetc.areconcludedbythisthesis,andcorrespondingsuggestionsarealsogiven.

Keywords:

ZTE,internalization,globalization,growth,stratcgy

Catalogue

AbstractI

CatalogueII

1.internationalizationdevelopmentbackgroundofZTE1

1.1Processofinternationaldevelopment1

1.2Thecurrentsituationofthedevelopmentofinternationalization.2

1.3Internationalizationdevelopmentdynamicfactors2

1.3.1Externalcause：

3

1.3.2Internalcause：

3

2.ThestrategyofZte'sinternationalizationdevelopment4

2.1SWOTanalysisforZte'sinternationalstrategy4

2.1.1Internalstrengths4

2.1.1.1Takedifferentstrategiesfordifferentnationalmarkets,andtheformationofdifferentiationadvantage4

2.1.1.2Takethecustomerdemandasthepriority,shortercycleofproductdevelopment4

2.1.1.3AdvantageofLowcost4

2.1.1.4Thecoexistenceofspecializationanddiversification,varietyofproduct,"one-stop"integratedproduct5

2.1.2Internalweaknesses5

2.1.2.1TheriskofIntellectualproperty5

2.1.2.2Thebrandinferiority5

2.1.2.3Thelackofastrongcorporateculturesupporttheinternationalizationdevelopment5

2.1.3Externalopportunities5

2.1.3.1DevelopmentofglobaltelecommunicationindustryhasbroughtthehugemarketspaceforZTE5

2.1.3.2ThechangeofOperatorsdemand6

2.1.3.3Overseasrelativereducebarrierstoentry6

2.1.4Externalthreats6

2.1.4.1Thereactionofthecompetitor6

2.1.4.2Theterminaluserpressure6

2.1.4.3Theincreasingpressurefromoperators6

2.1.4.4Thepowerfulcombinationofinternationalcommunicationmanufacturer7

2.2ThepositioningstrategyofZTEinternationalization7

2.2.1Internationalstrategicobjectives7

2.2.2Theinternationalizationofcorporatestrategy8

2.2.3Internationalbusinessstrategy8

3.TheinternationalizationdevelopmentstrategyofZTE8

3.1Thestrategyofbrand8

3.1.1Basedonthelow-endtoenterthehigh-end8

3.1.2Increasesocialawareness,socialpublicservices8

3.2Thestrategyoftechnology8

3.2.1TheestablishmentanddevelopmentofZTEoverseasR&DCenter9

3.2.2Establishacomprehensiveandglobaloperatorspartnerships9

3.2.3TheestablishmentofR&Dallianceswiththeinternationaltelecomequipmentsuppliers9

3.2.4Participateininternationalcommunicationtowardstechnologystandardallianceactively9

3.3Thestrategyofsaleschannel10

3.3.1Establishthemarketingdepartmentandestablishcooperationrelationshipwithforeignoperators.10

3.3.2ThethreestandardstocoverageGSM,CDMA,PHSandsafeguardthelarge-scalesales10

3.4Thestrategyofhumanresources10

3.4.1Thecultivationofinternationalizationofinnovativetalents10

3.4.2Perfecttheincentivemechanismoftalents10

4.ZTEinternationalizationdevelopmentsuggestions11

4.1Thelocationofthegoal11

4.2Powerfulstrengthforinternal11

4.3Theheightofthebrandculture12

4.4Thepaceofgradualadvance12

1.internationalizationdevelopmentbackgroundofZTE

1.1Processofinternationaldevelopment

Onthewayofinternationalization,ZTEisavoidedandtransnationalcommunicationsgiantspositivebattle.Takethewayofthe"easyfirstthendifficult".BeginfromdevelopingcountriesaroundChina,thenslowlyspreadtoAfrica,LatinAmerica,thenslowlyseepintotheeasternEurope,WesternEuropeandtheUnitedStates.

Ingeneral,theprocessofinternationalizationofZTE,roughlydividedintofourstages:

Thefirststage（1995-1997）astheoverseasexplorationperiod.In1995,ZTEstarttheinternationalizationstrategy.ZTEwasjoinedITUworldcommunicationshowinGeneva,willfocusintotheoverseasmarket.ZTEhaschoseninternationalcommunicationequipmentmanufacturersmonopolydegreeisrelativelyweakindevelopingcountries,insmallscalewillproductsexportedtoIndonesia,MalaysiaandotherwestAsianandAfricancountries.ZTEhasestablished"points"togropeinsomecountriesintheinternationalmarketoperationrules.suchasthe1996exchangeofgeneralcontractingprojectcompanyaccesstoBangladesh.

Thesecondphase（1998~1998）asthescaleofbreakthrough.ZTEbylarge-scaleoverseastelecomengineeringcontracting,diversifiedoutputofcommunicationsproducts,prettyclosetoSouthAsia,Africaandothercountries,insuccessiontooverseasmarketcompletedby"dot"to"face"breakthrough.In1998,ZTEwonthebidforPakistan'sexchangeofgeneralcontractingproject,thetotalamountof$97million,wastheChineseabroadtoobtainthebiggestprojectofcommunicationmanufacturingenterprises,atthesametimethecompanyalsobegantofocusontheEuropeanandAmericancountriesinthemarket.ZTEinNewJerseyintheUnitedStatesin1998setupthreeresearchinstitute,SanDiego,siliconvalley.ZTEcompanyforChinaunicomCDMAcontractabout1.1millionin2001,breakingmonopolyandsuccessfulexperienceabroadtooverseasmarkets.

Thethirdstage（2002~2004）tocomprehensivelypromotestage.ZTEbeganinthreeaspects,talents,capitalmarkettopromoteall-roundinternationalization.WiththedevelopmentoftheinternationalstrategyandimprovementofZTEinAsia,Africaandotherregionshaslaidasolidmarketfoundation.Atthesametime,AnotherbreakthroughofinternationalizationisZTEenteredtheIndia,Russia,Brazilandotherpotentialmarket.Atthispoint,theoverseasmarketslowlyintothestageofstabledevelopmentlaidasolidfoundationtoentertheEuropeanandAmericanhigh-endmarket.

Thefourthstagesince2005forhigh-endbreakthroughperiod.ZTEbymeansof"localization"and"MTO"（multinationaloperators）strategy,throughcollaborationwithin-depthglobalmultinationaloperators,achievingacomprehensivebreakthroughonWesternEurope,NorthAmericaandothermarkets.Inearly2006,ZTEMTOstrategy,setupasmanyas500peopleinsalessysteminternaldepartment"MTO"basicallycompletedthisyeartheglobalmarketinglayout.In2007overseasdeploymentkeyexceptcontinuetoincreasethecoverageofpotentialcountriesfocusonmultinationaloperators.CooperatewiththeSprintNextelinWimax,ZTE'sinternationalstrategyahugebreakthrough.In2008,thecompanygraduallywithEuropeanmultinationaltelecomcarriersTelenorUMTSandFinlandtocooperate.In2010,thecompany'sCDMAproductfirstto30%shareintheworldmarket..

1.2Thecurrentsituationofthedevelopmentofinternationalization.

ZTEistheworld'sleadingintegratedcommunicationssolutionsprovider.ZTEisoneofthelargestChinesecommunicationequipmentmanufacturingindustrylistingCorporation,Chinagovernment520keyenterprisessupportedby.Since2005,ZTEbusinessincomeachievedcompoundannualgrowthrateofmorethan29%in2010,morethan70000000000yuan,tobecometheworld'sfifthlargesttelecomequipmentmaker,sixthcommunicationterminalmanufacturers.Afterseveralyearsofdevelopment,internationalizationZTEhasmadegreatachievements.

Ismainlyreflectedinthe:

（1）Expandthemarketscale.Atpresent,ZTEinternationalizationmarketmainlyconcentratedinthedevelopingcountries,thenextstagewillpenetrateintothescaleofdevelopedcountries.ExpandthemarketscalehasbroughttheproductionscaleeffecttoZTE,reduceproductcost,improvethesupporttotheadvantageousproductsprofitforthesurvivalanddevelopmentoftheZTE.

（2）Thecultivationofacertainbrandawareness.ZTE'sbrandhaspenetratedintomanyinternationalmarketdevelopment,isgraduallyinfiltratedintothemarketsofdevelopedcountries,itwillenterthemarketofdevelopedcountryforZTEplaysanimportantrolein.Agoodinternationalb