中兴国际化战略发展研究英文版.ppt

1、StudyonthedevelopmentstrategyofinternationalizationofZTEMembersofthegroup：Researchframework1.internationalizationdevelopmentbackgroundofZTE2.ThestrategyofZTEsinternationalizationdevelopment3.TheinternationalizationdevelopmentstrategyofZTE4ZTEinternationalizationdevelopmentsuggestions1.internationali

2、zationdevelopmentbackgroundofZTE1.1Processofinternationaldevelopment Onthewayofinternationalization,ZTEtoavoidandtransnationalcommunicationsgiantpositivebattle,Takethewayofthe“easyfirstthendifficult”，BeginfromdevelopingcountriesaroundChina,thenslowlyspreadtoAfrica,LatinAmerica,thenslowlyseepintothee

3、asternEurope,WesternEuropeandtheUnitedStates.1.1ProcessofinternationaldevelopmentOverall the internationalization of ZTEs roughly divided into four stages:Thefirststage(1995-1997)astheoverseasexplorationphase.Thesecondphase(19981998)asthescaleofbreakthrough.Thethirdstage(20022004)tocomprehensivelypr

4、omotestage.Thefourthstagesince2005forhigh-endbreakthroughperiod.1.2InternationalizationdevelopmentdynamicfactorsWhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics:highrisk,highincome.WhyZTEtomultinationaldevelopmentafterallisbecauseofitsindustrycharacteristics:highrisk,hig

5、hincome.SotheZTEsinternationalexpansionisinevitableIsonlypossibleforinternationalizationintermsofproductivity,technologyandmarketforcestoobtainthegloballead.Analysisfromtheside,thisisZTEinthecommunicationsindustrytocompetewithothercompetitorsintheinevitabledemandofunbeatenstatus.Ifnotinthelongrunvie

6、wofinternationalizationdevelopmentlimiteddevelopmentcouldbestalledathome,insteadofbeingcounterpartswhichcompetitorsoutofinternationalizationdevelopment.Soforinternationalizationistheneedofcompetitionatthesametimealsoistheneedofsurvival.Finallyistheadvantageforinternationalizationcangetinternationala

7、dvantage,willbenefitthedevelopmentofitself.AboveallZTEtotransnationaldevelopmentofmotivation:1.2InternationalizationdevelopmentdynamicfactorsInternalcause：(1)Makeupforitsstrategicgap,toseekr&dresources.(2)Occupationofoverseasmarkets(3)Accesstoadvancedtechnologyandcreateagoodenvironmentfordevelopment

8、.(4)Buildglobalr&dnetworks,cultivatethetechnicaladvantages.(5)Completethemultinationalcompanysglobalsystematicinvestmentstrategy.Externalcause：(1)Economicglobalizationisthedirectcauseofmultinationalcompanyglobalization.(2)ThedevelopmentofknowledgeeconomyistheimportantfactorstopromoteZTEmultinational

9、globalization.(3)ThedevelopmentofinformationtechnologyandwidelyusedformultinationalcorporationR&Dglobalizationprovidesthetechnicalsupport.1.3Thecurrentsituationofthedevelopmentofinternationalization.ZTEistheworldsleadingintegratedcommunicationssolutionsprovider.ZTEisoneofthelargestChinesecommunicati

10、onequipmentmanufacturingindustrylistingCorporation,Chinagovernment520keyenterprisessupportedby.Since2005,ZTEbusinessincomeachievedcompoundannualgrowthrateofmorethan29%in2010,morethan70000000000yuan,tobecometheworldsfifthlargesttelecomequipmentmaker,sixthcommunicationterminalmanufacturers.Aftersevera

11、lyearsofdevelopment,internationalizationZTEhasmadegreatachievements.Ismainlyreflectedinthe:1.3Thecurrentsituationofthedevelopmentofinternationalization.(1)Expandthemarketscale.(2)Thecultivationofacertainbrandawareness.(3)Theinitialformationofinternationalresourcesallocationability.(4)Fastaccesstokno

12、wledgeandinformation.(5)Cultivateagroupofinternationalbusinesstalents.二、ThestrategyofZTEsinternationalizationdevelopment2.1SWOT analysis for ZTEs international strategy一.Internalstrengths1Takedifferentstrategiesfordifferentnationalmarkets,andtheformationofdifferentiationadvantage2Takethecustomerdema

13、ndasthepriority,shortercycleofproductdevelopment3AdvantageofLowcost4Thecoexistenceofspecializationanddiversification,varietyofproduct,one-stopintegratedproduct2.1SWOT analysis for ZTEs international strategy二.Internalweaknesses1TheriskofIntellectualproperty2Thebrandinferiority3Thelackofastrongcorpor

14、ateculturesupporttheinternationalizationdevelopment2.1SWOT analysis for ZTEs international strategy三。Externalopportunities1DevelopmentofglobaltelecommunicationindustryhasbroughtthehugemarketspaceforZTE2ThechangeofOperatorsdemand3Overseasrelativereducebarrierstoentry2.1SWOT analysis for ZTEs internat

15、ional strategy四Externalthreats1Thereactionofthecompetitor2theterminaluserpressure3theincreasingpressurefromoperators4Thepowerfulcombinationofinternationalcommunicationmanufacturer2.2ThepositioningstrategyofZTEinternationalizationZTEwilladheretothefieldofoperatorsofdeepsecretagentsintheM-ICTfield,ZTE

16、coverageininternationalmarketcontinuetooptimizefuture.IInthefuture,ZTEshouldtapthepotentialoftraditionalmarket,helptheoperatorachievetransformation.2.3InternationalstrategicobjectivesTheinternationalizationstrategyofZTEsgoalistobecomeafirst-classcommunicationsserviceproviderworld,tocreateaworld-renownedZTEbrand,tocreateworldclassexcellenceenterprises,contributetothedevelopmentoftheservicesinthecountriesandregions.三、TheinternationalizationdevelopmentstrategyofZTE3.1Thestrategyofbrand3.1.1Basedont