hnd大综合案例.docx

1、hnd大综合案例 The latest revision on November 22, 2020hnd大综合案例The Early YearsDiamond communications was established in 1971 as a wholly owned subsidiary of the post office, then a public corporation. The company was originally called UK CarCom and control passed from the Post Office to the then state own

2、ed British Telecom. At this time the head office for UK CarCom were relocated to Edinburgh. In 1984 the UK government sold a majority stake in British Telecom, and sold the whole of UK CarCom. A controlling share in UK CarCom was purchased by a consortium of London based venture capitalists, with th

3、e remaining shares being placed with the main banks and small investors. The new owners had seen the opportunities that were opening up as a result of the deregulation of telecommunication markets. Deregulation involved the removal of many government rules and regulations and the encouragement of co

4、mpetition in the market, a process that was to be enthusiastically adopted by many countries. Under British Telecom, UK CarCom had specialized in developing car phone technology. And prior to the sale had started to research and develop mobile phone and network technologies the company with its new

5、owners was well placed to take advantage of the rapidly changing and developing telecommunications markets. 钻石通信成立于1971年，作为一家全资附属公司的邮局，然后一家公众公司。该公司最初称为英国CarCom和控制从邮局传递到当时国有的英国电信。此时头部英国CarCom办公室迁往爱丁堡。在1984年，英国政府出售英国电信公司的多数股权，并整个销售英国CarCom的。份额的控制在英国CarCom的购买由总部设在伦敦的风险投资家组成的财团，与主要银行和中小投资者，其余股份被放置。新的业主看

6、到了商机，开放电信市场解除管制的结果。放松管制涉及去除许多政府规章和鼓励竞争的市场，是一个过程，要满腔热情地被许多国家采纳。根据英国电信，英国CarCom专业车载电话技术开发。在出售前已经开始研究和开发手机和网络技术公司与新业主很好地利用迅速变化和发展的电信市场。British Telecom had allowed UK CarCom to operate under a number of names in different European countries, where they worked in partnership on small projects with the th

7、en mainly state owned telecommunications firms. In 1985 the new owners decided to end this fragmented brand approach and at the same time decided that the name UK CarCom was no longer appropriate. They adopted a single name that could be used on the international stage, and rebranded the firm Diamon

8、d Telecommunications Plc.英国电信已经允许英国CarCom的一些名字在不同的欧洲国家，在那里他们与主要国有电信公司曾在小型项目合作下运作。 1985年，新业主决定结束这种分散的品牌战略，并在同一时间决定该名英国CarCom不再适合。他们通过一个单一的，可用于在国际舞台上，并更名公司钻石电讯有限公司的名称。The Dawn of the Mobile EraThroughout the remainder of the 1980s Diamond strengthened its links with state telecoms firms across Europe.

9、 A major breakthrough came in 1985 with a contract to help maintain and expand the worlds first cellular telephone network operated by the Nordic Mobile Telephone (NMT) service. The network operated across several Nordic countries and was the first to allow customers the use of their mobile phones i

10、n any location (international roaming) regardless of which country they were in. the NMT network proved a catalyst and cellular networks rapidly began to develop across Europe and the developed world.纵观20世纪80年代剩下的钻石加强其与国有电信公司在整个欧洲。一个主要的突破是在1985年的合同，以帮助保持和扩大了世界上第一个蜂窝电话网络由北欧移动电话（NMT）服务经营。网络在几个北欧国家，是第一

11、个允许客户使用他们的手机在任何地点（国际漫游），无论哪个国家，他们证明NMT网络的催化剂和蜂窝网络迅速开始在整个欧洲发展和发达国家。Diamond first commercially launched their hand-held mobile phones in 1986 and although they were heavy, bulky and difficult to use, their launch and subsequent success represented a significant step for the company. Their first hand-h

12、eld phones were priced at about $4000 because of the high research and development costs and the need for highly specialized production facilities. Whilst the prices were high they were comparable with those of Motorola, and their early entry into the market gave them an advantage over later entrant

13、s.钻石第一款商用在1986年推出自己的手持式移动电话，虽然他们重，体积大，很难使用，其发射和随后的成功代表为公司的一个重大步骤。他们的第一台手持式手机售价在4000元左右，因为较高的研究和开发成本，并需要高度专业化的生产设施。虽然价格高，他们与摩托罗拉相比，其早期进入市场给了他们一个后来者的优势。The Global System for Mobile communications (GSM) was adopted in 1987 as the European standard. This allowed for high-quality voice calls, the ability

14、 for customers to use their phones across international boundaries, and text messaging, thus laying the foundations for a worldwide boom in mobile phone use.移动通信全球系统（GSM）于1987年通过的欧洲标准。这使得高品质的语音通话，能够为客户跨越国际边界，短信，从而使用他们的手机在手机使用一个世界性的热潮奠定了基础。In the late 1980s and throughout the 90s further deregulation

15、 of the telecommunications markets enabled Diamond to capitalize on a number of opportunities. The company continued to work closely with several of the former state telecoms firms in developing and operating mobile networks, further cementing its position as an influential player in the telecommuni

16、cations market. Diamonds main focus has remained in Europe, but they have ventured into the North and South American, and Asian marketplaces. The recent opening-up of the Chinese market is currently providing Diamond with opportunities for further expansion both in the provision of networks and in s

17、ales of mobile devices. This expansion has, and will continue to require substantial investment. In 1998 the owners sought fresh capital from existing share holders to allow them to take advantage of the expansion opportunities.在20世纪80年代后期和90年代整个电信市场的进一步开放，使钻石把握了一些机会。该公司继续紧密合作，与一些前国有电信企业在开发和运营移动网络，进

18、一步巩固了其作为一个有影响力的球员在电信市场的地位。钻石的主要焦点仍然在欧洲，但他们已经进军北美和南美，亚洲交易市场。最近的“开放的中国市场目前提供的钻石，无论是在提供网络和移动设备的销售额为进一步扩张的机会。这种扩张，将继续需要大量的投资。 1998年业主开始寻找新鲜的资本从现有的股份持有人，让他们利用扩张机会。The Internet EraIn 2000 Diamond was a medium sized producer of handsets which could connect to the internet (3G technology). This significant

19、development ensured that consumers had the products that met and continue to meet their growing telecommunications needs, ranging from downloading music, watching TV, web browsing to multiplayer online gaming. Diamond has invested heavily in market research and has been very successful in identifyin

20、g market trends and then using the latest technological developments to satisfy customer needs.在2000年，钻石是一个中型的手机生产商，可以连接到互联网（3G技术）。这显着的发展，确保消费者的产品能够满足并不断满足他们日益增长的通信需求，包括从网上下载音乐，看电视，多人在线游戏的网页浏览。钻石已经投入巨资进行市场调研，并在识别市场趋势，然后用最新的技术发展，以满足客户的需求一直是非常成功的。Intense competition and rapid changes in mobile technol

21、ogies have resulted in very large research and development costs. New products are continually being developed, and market expectations demand a steady stream of innovative products. As a consequence diamond has entered into partnership agreements with Siemens and Nokia to allow for the joint develo

22、pment of new products and the sharing of technology. At the same time they have entered into several partnership agreements with other Network operators to jointly develop networks in emerging markets. Diamond is working with its partners to continue to develop and market cutting-edge products and t

23、o raise its standards of service as a major Network operator. In addition, a number of working agreements have been made with industry bodies (see Appendix 1) involved in establishing common specifications and protocols within the industry. The company views partnership agreements as a crucial part

24、of its strategy in entering new markets and in particular the Chinese market which has enormous potential.激烈的竞争和移动通信技术的快速变化已经导致非常大的研究及开发成本。新产品不断被开发，市场预期需要源源不断的创新产品。其结果是钻石与西门子和诺基亚签订合作协议，以允许联合开发的新产品和技术的共享。与此同时，他们已经进入了几个与其他网络运营商的合作协议，共同开发在新兴市场的网络。钻石正与它的合作伙伴，继续发展和市场的尖端产品和服务标准，以提高其作为一个主要的网络运营商。此外，一些工作协议已

25、在行业内建立共同的规范和协议所涉及的行业机构（见附件1）。该公司认为作为一个重要组成部分，其战略合作伙伴关系协议，在进入新的市场，特别是中国市场具有巨大的潜力。ReorganizationDiamond underwent a reorganization in 2001 rearranging itself into a number of core business areas (see Appendix 2). Prior to this, the production of mobile devices and operating mobile networks had been ru

26、n as a single division. 钻石在2001年进行了重组，重新安排到了一些核心业务领域（见附录2）。在此之前，已生产的移动设备和运营移动网络运行作为一个单一的分裂。Increasing competition led Diamond to separate these two core parts of the business, creating a division for each. Diamond networks had until 2001 exclusively used Diamond phones. Sales of Diamond phones to ot

27、her networks had been restricted to small networks in emerging markets to keep the phones largely exclusive to Diamond network customers. This was severely restricting growth, and this combined with intense competition between networks and between mobile phone manufacturers meant that change was ess

28、ential.日益激烈的竞争导致钻石分开这两个核心部分业务，为每个创建的一个部门。钻石网络独家使用，直到2001年的钻石手机。被限制小型网络到其他网络销售的钻石手机在新兴市场中，主要是独有的钻石网络客户保持手机。这严重制约增长，并结合网络和手机厂商之间的激烈竞争意味着改变是必不可少的。After the reorganization, the Diamond networks were allowed to sell phones produced by other manufacturers, providing greater choice for their network custom

29、ers. At the same time the mobile devices division was permitted to sell their phones to competing networks allowing access to a much larger market. Sales of Diamond phones have gradually grown since the change in strategy, and new customers have been attracted to the Diamond networks because of the

30、greater handset choice.重组后，钻石网络销售其他制造商生产的手机，他们的网络客户提供更大的选择。与此同时，移动设备部门被允许出售自己的手机，允许获得更大的市场竞争网络。钻石手机的销售逐渐增长，因为在战略上的变化，而被吸引到新客户的钻石网络，因为更大的手机选择。Growth has also been vigorously pursued through the use of imaginative promotional campaigns, which while successful have led to a relatively slow growth in tu

31、rnover and profit. The main problem has been the need to cut prices fo mobile devices as a result of highly competitive offerings form other firms. Similar competitive pressure has led to a reduction in the tariffs Diamond can charge their network customers. Whilst the number of handsets sold has ri

32、sen, and more network users have been signed up, the downward pressure on prices has led to lower profit margins and a reduced rate of growth in turnover.(See Appendix 4)增长也得到了大力推行通过富有想象力的促销活动，导致营业额和利润的增长相对缓慢，而成功的使用。主要的问题一直需要降价FO作为一个高度竞争力的产品，形成其他公司的移动设备。类似的竞争压力已经导致关税的减少钻石可以收取他们的网络客户。虽然售出的手机数量已经上升，并已

33、签署了更多的网络用户，价格下调的压力已导致较低的利润率和营业额增长减按（见附件4）As part of its overall marketing strategy Diamond has adopted a strong stance in relation to the environment, and actively seeks to promote social responsibility and environmental sustainability. They were one of the first phone manufacturers in the world to offer a comprehensive mobile ph