1、Study on the development strategy of internationalization of ZTE,Members of the group ：,Research framework,1.internationalization development background of ZTE 2. The strategy of ZTEs internationalization development 3. The internationalization development strategy of ZTE 4 ZTE internationalization
2、development suggestions,1.internationalization development background of ZTE,1.1 Process of international development,On the way of internationalization, ZTE to avoid and transnational communications giant positive battle, Take the way of the “easy first then difficult” ，Begin from developing countr
3、ies around China, then slowly spread to Africa, Latin America, then slowly seep into the eastern Europe, Western Europe and the United States.,1.1 Process of international development,Overall the internationalization of ZTEs roughly divided into four stages: The first stage (1995-1997) as the overse
4、as exploration phase. The second phase (1998 1998) as the scale of breakthrough. The third stage (2002 2004) to comprehensively promote stage. The fourth stage since 2005 for high-end breakthrough period.,1.2 Internationalization development dynamic factors,Why ZTE to multinational development after
5、 all is because of its industry characteristics:high risk, high income. Why ZTE to multinational development after all is because of its industry characteristics:high risk, high income. So the ZTEs international expansion is inevitableIs only possible for internationalization in terms of productivit
6、y, technology and market forces to obtain the global lead. Analysis from the side, this is ZTE in the communications industry to compete with other competitors in the inevitable demand of unbeaten status. If not in the long run view of internationalization development limited development could be st
7、alled at home, instead of being counterparts which competitors out of internationalization development. So for internationalization is the need of competition at the same time also is the need of survival. Finally is the advantage for internationalization can get international advantage, will benefi
8、t the development of itself. Above all ZTE to transnational development of motivation:,1.2 Internationalization development dynamic factors,Internal cause ： (1) Make up for its “strategic gap“, to seek r&d resources. (2) Occupation of overseas markets (3) Access to advanced technology and create a g
9、ood environment for development. (4) Build global r&d networks, cultivate the technical advantages. (5) Complete the multinational companys global systematic investment strategy.,External cause ： (1) Economic globalization is the direct cause of multinational company globalization. (2) The developme
10、nt of knowledge economy is the important factors to promote ZTE multinational globalization. (3) The development of information technology and widely used for multinational corporation R&D globalization provides the technical support.,1.3 The current situation of the development of internationalizat
11、ion.,ZTE is the worlds leading integrated communications solutions provider.ZTE is one of the largest Chinese communication equipment manufacturing industry listing Corporation, China government 520 key enterprises supported by.Since 2005, ZTE business income achieved compound annual growth rate of
12、more than 29% in 2010, more than 70000000000 yuan, to become the worlds fifth largest telecom equipment maker, sixth communication terminal manufacturers. After several years of development, internationalization ZTE has made great achievements. Is mainly reflected in the:,1.3 The current situation o
13、f the development of internationalization.,(1) Expand the market scale. (2) The cultivation of a certain brand awareness. (3) The initial formation of international resources allocation ability. (4) Fast access to knowledge and information. (5) Cultivate a group of international business talents.,二、
14、The strategy of ZTEs internationalization development,2.1SWOT analysis for ZTEs international strategy,一. Internal strengths 1 Take different strategies for different national markets,and the formation of differentiation advantage 2 Take the customer demand as the priority, shorter cycle of product
15、development 3 Advantage of Low cost 4 The coexistence of specialization and diversification, variety of product, “one-stop“ integrated product,2.1SWOT analysis for ZTEs international strategy,二.Internal weaknesses 1The risk of Intellectual property 2 The brand inferiority 3 The lack of a strong corp
16、orate culture support the internationalization development,2.1SWOT analysis for ZTEs international strategy,三。External opportunities 1 Development of global telecommunication industry has brought the huge market space for ZTE 2 The change of Operators demand 3 Overseas relative reduce barriers to en
17、try,2.1SWOT analysis for ZTEs international strategy,四 External threats 1 The reaction of the competitor 2 the terminal user pressure 3 the increasing pressure from operators 4The powerful combination of international communication manufacturer,2.2 The positioning strategy of ZTE internationalizatio
18、n,ZTE will adhere to the field of operators of deep secret agents in the M-ICT field, ZTE coverage in international market continue to optimize future. IIn the future, ZTE should tap the potential of traditional market, help the operator achieve transformation.,2.3International strategic objectives,
19、The internationalization strategy of ZTEs goal is to become a first-class communications service provider world, to create a world-renowned ZTE brand, to create world class excellence enterprises, contribute to the development of the services in the countries and regions.,三、The internationalization
20、development strategy of ZTE,3.1 The strategy of brand,3.1.1 Based on the low-end to enter the high-end In 2004, the brand image of ZTE mobile phone has almost become the synonymous of PHS from sales performance. In order to change the image of company, its strategy is based on the low-end to enter t
21、he high-end.,3.1 The strategy of brand,3.1.2 Increase social awareness, social public services The past sales mainly concentrated in the professional field of communication, because of the professional visibility is too high. eading to ita social public visibility is relatively not high. So the bran
22、d recognition of ZTE mobile phone is very low with consumers.,3.2 The strategy of technology,3.2.1 The establishment and development of ZTE overseas R & D Center Its the mark of ZTE whose technology innovation with internationalization has made substantial step to establish overseas R & D institutio
23、ns. The main task of overseas R & D institutions bear:1)Tracking the latest world information technology. Getting global technology innovation from competitors and the local environment of technologys spillover.2) Recruiting the world-class talent and using the infrastructure of local research to ex
24、pand the companys innovation resources. 3)Engaging in the research of software switch, CDMAIX high-level protocol to provide long-term technical support for the parent company.,3.2 The strategy of technology,3.2.2 Establish a comprehensive and global operators partnerships 3.2.3 The establishment of
25、 R & D alliances with the international telecom equipment suppliers 3.2.4 Participate in international communication towards technology standard alliance actively,3.3 The strategy of sales channel,3.3.1 Establish the marketing department and establish cooperation relationship with foreign operators.
26、 3.3.2 The three standards to coverage GSM, CDMA, PHS and safeguard the large-scale sales,3.4 The strategy of human resources,3.4.1 The cultivation of internationalization of innovative talentsInternationalization of talents is the key supporting ZTE innovation internationalization. The cultivation
27、of innovative talents of ZTE mainly have two ways: First, it selected outstanding personnel internationalization from dometic directly to open up overseas markets. 。 Second, direct recruitment of local staff in overseas. Along with the need to enhance visibility and overseas business development. ma
28、king full use of local high level human capital advantage,and innovating the trend of talents localization becames more and more obvious.,3.4 The strategy of human resources,3.4.2 Perfect the incentive mechanism of talents ZTE has established a set of incentive mechanism of talent, which not only pr
29、ovides excellent salary and welfare system, training system for employees, but also creates mutual respect and harmonious cultural atmosphere within the internel of company. ZTE won the Ministry of education “cherish talents Award“, “the employment of college students and selected Chinese choice for
30、 enterprises“ in 2001. ZTE won the Chinese IT industry “best employer“ title in 2003 September. ZTE was named the “best employer China College students“ in 2005 July.,4 ZTE internationalization development suggestions,4 ZTE internationalization development suggestions,After years of efforts, ZTE con
31、tinued development and expansion, but in the way of internationalization, is still far from enough, in order to become a world-class communications providers, occupy a space for one person in the international market competition on the platform, I have the following ideas or suggestions:,4.1The goal
32、 of development,Therefore, ZTE as a steering international development by domestic enterprises, to become bigger and stronger, we must have the right orientation of development, developing countries started from, March to developed countries, and the global target, only the ambitious goal, can the i
33、nternationalization strategy foundation.,4.2 The powerful inner strength,The domestic to the international, this is an epoch-making process for enterprises, the lack of a solid foundation is not inherent, ZTE is a service business enterprise, only with a large number of international management to e
34、nable enterprises to obtain international business advantages, to occupy more and better international resource allocation.,4.3 The height of the brand culture,ZTE wants to survive in the fierce international competition in the market, the essential high brand culture, as the soul of the brand cultu
35、re, should be in the technology and the thought on the leadership of enterprise development First, continuous innovation and technology culture, should be based on the core technology with independent intellectual property rights as the basis, secondly, the thought culture by the entrepreneurial cul
36、ture to the international development of Globalization of culture change.,4.4 The pace of gradual advance,From 1995 to 1997 overseas exploration stage, in 1998 to scale breakthrough stage in 2001, From 2002 to 2004, ZTE internationalization strategy started in the market, talent, capital and other a
37、spects to realize comprehensive advancement, that in 2005 through the effective implementation of “localization“ strategy, and through and transnational operators comprehensive, in-depth cooperation, make a comprehensive breakthrough to Western Europe, North America and other developed markets. From
38、 the development history of this series, we can see the ZTE internationalization development is a progressive process, from the shallower to the deeper, from the lack of internationalization of the understanding, to understand the unceasingly thorough, and then to the main body of the internationalization, ZTE internationalization pace in the step by step, and to every corner of global reach.,
