中兴国际化战略发展研究英文版.docx

1、中兴国际化战略发展研究英文版 Research on the strategy of internationalization of ZTEThe third group of jinshu 1101Members of the group Zongjie Zhao、Yanlin ZhangRuihu Zhou、Qingna ZhangMingxiang Cai、Binbin HeGuangzhi Li、Kaiyuan ChenAbstractAs a successful hi-tech enterprise, ZTE grow very rapidly. From starting int

2、ernalization in 1995 ZTE has gotten huge achievements on aspect of operation perfomance, enterprise culture and management. From the perspective of front economic and strategic theories,integrated with the history, actuality and specialization of ZTE internalization growth, the thesis analyses and s

3、tudied a series of key issuses coming from ZTE internalization growth.The thesis analyses various opportunities ang threats under the global telecom competitive surrounding for ZTE, and points out that some advantages will promote ZTEintenalization growth, such as expanding market dimension and carr

4、iersdemands changing and so on. While the thesis also shows that some disadvantages will cause negative effects, for instance, its just temporary for ZTE having low-cost benefit, and more drastically competition will com,etc.The thesis makes detailed analysis about inside capacity of ZTE involving c

5、ore competition especially, and points out that the gapless integration between marketing and technique, and the studying capability fitting in the diversity of environment such as the business method called “solidity and realization”, help ZTE to get leading status in final. But at the same time, t

6、here are also some problems ZTE has to face during internalization growth, e.g. the brand is not well-known by customers in other countries, it is difficult to support further growing with present enterprise culture .etc, so the thesis studies ZTE strength and weakness in detail.Finally, after combi

7、ning external surrounding analysis and internai condition analysis,The thesis points out that how to change from a domestic enterprise to a Multi-national enterprise is the most important challenge for ZTE at current period. While some existing problems on aspects of marketing, technique, internal m

8、anagement, HR management and enterprise culture etc. are concluded by this thesis, and corresponding suggestions are also given. Keywords: ZTE, internalization, globalization, growth, stratcgyCatalogueAbstract ICatalogue II1. internationalization development background of ZTE 11.1 Process of interna

9、tional development 11.2 The current situation of the development of internationalization. 21.3 Internationalization development dynamic factors 21.3.1 External cause： 31.3.2 Internal cause： 32. The strategy of Ztes internationalization development 42.1 SWOT analysis for Ztes international strategy 4

10、2.1.1 Internal strengths 42.1.1.1 Take different strategies for different national markets,and the formation of differentiation advantage 42.1.1.2 Take the customer demand as the priority, shorter cycle of product development 42.1.1.3 Advantage of Low cost 42.1.1.4 The coexistence of specialization

11、and diversification, variety of product, one-stop integrated product 52.1.2 Internal weaknesses 52.1.2.1 The risk of Intellectual property 52.1.2.2 The brand inferiority 52.1.2.3 The lack of a strong corporate culture support the internationalization development 52.1.3 External opportunities 52.1.3.

12、1 Development of global telecommunication industry has brought the huge market space for ZTE 52.1.3.2 The change of Operators demand 62.1.3.3 Overseas relative reduce barriers to entry 62.1.4 External threats 62.1.4.1 The reaction of the competitor 62.1.4.2 The terminal user pressure 62.1.4.3 The in

13、creasing pressure from operators 62.1.4.4 The powerful combination of international communication manufacturer 72.2 The positioning strategy of ZTE internationalization 72.2.1 International strategic objectives 72.2.2 The internationalization of corporate strategy 82.2.3 International business strat

14、egy 83. The internationalization development strategy of ZTE 83.1 The strategy of brand 83.1.1 Based on the low-end to enter the high-end 83.1.2 Increase social awareness, social public services 83.2 The strategy of technology 83.2.1 The establishment and development of ZTE overseas R & D Center 93.

15、2.2 Establish a comprehensive and global operators partnerships 93.2.3 The establishment of R & D alliances with the international telecom equipment suppliers 93.2.4 Participate in international communication towards technology standard alliance actively 93.3 The strategy of sales channel 103.3.1 Es

16、tablish the marketing department and establish cooperation relationship with foreign operators. 103.3.2 The three standards to coverage GSM, CDMA, PHS and safeguard the large-scale sales 103.4 The strategy of human resources 103.4.1 The cultivation of internationalization of innovative talents 103.4

17、.2 Perfect the incentive mechanism of talents 104. ZTE internationalization development suggestions 114.1 The location of the goal 114.2 Powerful strength for internal 114.3 The height of the brand culture 124.4 The pace of gradual advance 121. internationalization development background of ZTE1.1 P

18、rocess of international developmentOn the way of internationalization, ZTE is avoided and transnational communications giants positive battle. Take the way of the easy first then difficult. Begin from developing countries around China, then slowly spread to Africa, Latin America, then slowly seep in

19、to the eastern Europe, Western Europe and the United States.In general, the process of internationalization of ZTE, roughly divided into four stages: The first stage (1995-1997) as the overseas exploration period. In 1995, ZTE start the internationalization strategy. ZTE was joined ITU world communi

20、cation show in Geneva, will focus into the overseas market. ZTE has chosen international communication equipment manufacturers monopoly degree is relatively weak in developing countries, in small scale will products exported to Indonesia, Malaysia and other west Asian and African countries.ZTE has e

21、stablished points to grope in some countries in the international market operation rules.such as the 1996 exchange of general contracting project company access to Bangladesh.The second phase (1998 1998) as the scale of breakthrough. ZTE by large-scale overseas telecom engineering contracting, diver

22、sified output of communications products, pretty close to South Asia, Africa and other countries, in succession to overseas market completed by dot to face breakthrough.In 1998, ZTE won the bid for Pakistans exchange of general contracting project, the total amount of $97 million, was the Chinese ab

23、road to obtain the biggest project of communication manufacturing enterprises, at the same time the company also began to focus on the European and American countries in the market.ZTE in New Jersey in the United States in 1998 set up three research institute, San Diego, silicon valley.ZTE company f

24、or China unicom CDMA contract about 1.1 million in 2001, breaking monopoly and successful experience abroad to overseas markets.The third stage (2002 2004) to comprehensively promote stage. ZTE began in three aspects, talents, capital market to promote all-round internationalization.With the develop

25、ment of the international strategy and improvement of ZTE in Asia, Africa and other regions has laid a solid market foundation. At the same time, Another breakthrough of internationalization is ZTE entered the India, Russia, Brazil and other potential market.At this point, the overseas market slowly

26、 into the stage of stable development laid a solid foundation to enter the European and American high-end market.The fourth stage since 2005 for high-end breakthrough period. ZTE by means of localization and MTO (multinational operators) strategy, through collaboration with in-depth global multinati

27、onal operators, achieving a comprehensive breakthrough on Western Europe, North America and other markets.In early 2006, ZTE MTO strategy, set up as many as 500 people in sales system internal department MTO basically completed this year the global marketing layout.In 2007 overseas deployment key ex

28、cept continue to increase the coverage of potential countries focus on multinational operators. Cooperate with the Sprint Nextel in Wimax, ZTEs international strategy a huge breakthrough. In 2008, the company gradually with European multinational telecom carriers Telenor UMTS and Finland to cooperat

29、e. In 2010, the companys CDMA product first to 30% share in the world market.1.2 The current situation of the development of internationalization.ZTE is the worlds leading integrated communications solutions provider. ZTE is one of the largest Chinese communication equipment manufacturing industry l

30、isting Corporation, China government 520 key enterprises supported by. Since 2005, ZTE business income achieved compound annual growth rate of more than 29% in 2010, more than 70000000000 yuan, to become the worlds fifth largest telecom equipment maker, sixth communication terminal manufacturers. Af

31、ter several years of development, internationalization ZTE has made great achievements.Is mainly reflected in the:(1) Expand the market scale. At present, ZTE internationalization market mainly concentrated in the developing countries, the next stage will penetrate into the scale of developed countr

32、ies. Expand the market scale has brought the production scale effect to ZTE, reduce product cost, improve the support to the advantageous products profit for the survival and development of the ZTE.(2) The cultivation of a certain brand awareness. ZTEs brand has penetrated into many international market development, is gradually infiltrated into the markets of developed countries, it will enter the market of developed country for ZTE plays an important role in. A good international b