中兴国际化战略发展研究英文版.ppt

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、TheinternationalizationdevelopmentstrategyofZTE3.1Thestrategyofbrand3.1.1Basedont