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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 groupZongjie Zhao、Yanlin ZhangRuihu Zhou、Qingna ZhangMingxiang Cai、Binbin HeGuangzhi Li、Kaiyuan ChenAs a successful hi-tech enterprise, ZTE grow very rapidly. From starting internalizati
2、on 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 studied a s
3、eries 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 carriersdemand
4、s 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 core compet
5、ition 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, there are a
6、lso 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 combining exter
7、nal 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 management,
8、 HR management and enterprise culture etc. are concluded by this thesis, and corresponding suggestions are also given.Keywords: ZTE, internalization, globalization, growth, stratcgyAbstract . I Catalogue . II 1. internationalization development background of ZTE (1)1.1 Process of international devel
9、opment (1)1.2 The current situation of the development of internationalization (2)1.3 Internationalization development dynamic factors (2)1.3.1 External cause： (3)1.3.2 Internal cause： (3)2. The strategy of Ztes internationalization development (4)2.1 SWOT analysis for Ztes international strategy (4
10、)2.1.1 Internal strengths (4)2.1.1.1 Take different strategies for different national markets,and the formationof differentiation advantage (4)2.1.1.2 Take the customer demand as the priority, shorter cycle of productdevelopment (4)2.1.1.3 Advantage of Low cost (4)2.1.1.4 The coexistence of speciali
11、zation and diversification, variety of product,one-stop integrated product (5)2.1.2 Internal weaknesses (5)2.1.2.1 The risk of Intellectual property (5)2.1.2.2 The brand inferiority (5)2.1.2.3 The lack of a strong corporate culture support the internationalizationdevelopment (5)2.1.3 External opport
12、unities (5)2.1.3.1 Development of global telecommunication industry has brought the hugemarket space for ZTE (5)2.1.3.2 The change of Operators demand (6)2.1.3.3 Overseas relative reduce barriers to entry (6)2.1.4 External threats (6)2.1.4.1 The reaction of the competitor (6)2.1.4.2 The terminal use
13、r pressure (6)2.1.4.3 The increasing pressure from operators (6)2.1.4.4 The powerful combination of international communication manufacturer72.2 The positioning strategy of ZTE internationalization (7)2.2.1 International strategic objectives (7)2.2.2 The internationalization of corporate strategy (8
14、)2.2.3 International business strategy (8)3. The internationalization development strategy of ZTE (8)3.1 The strategy of brand (8)3.1.1 Based on the low-end to enter the high-end (8)3.1.2 Increase social awareness, social public services (8)3.2 The strategy of technology (8)3.2.1 The establishment a
15、nd development of ZTE overseas R & D Center (9)3.2.2 Establish a comprehensive and global operators partnerships (9)3.2.3 The establishment of R & D alliances with the international telecomequipment suppliers (9)3.2.4 Participate in international communication towards technology standardalliance act
16、ively (9)3.3 The strategy of sales channel (10)3.3.1 Establish the marketing department and establish cooperation relationshipwith foreign operators. (10)3.3.2 The three standards to coverage GSM, CDMA, PHS and safeguard thelarge-scale sales (10)3.4 The strategy of human resources (10)3.4.1 The cult
17、ivation of internationalization of innovative talents (10)3.4.2 Perfect the incentive mechanism of talents (10)4. ZTE internationalization development suggestions (11)4.1 The location of the goal (11)4.2 Powerful strength for internal (11)4.3 The height of the brand culture (12)4.4 The pace of gradu
18、al advance (12)1. internationalization development background of ZTE1.1Process 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
19、 China, then slowly spread to Africa, Latin America, then slowly seep into 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 st
20、art the internationalization strategy. ZTE was joined ITU world communication 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 I
21、ndonesia, Malaysia and other west Asian and African countries.ZTE has established 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 breakthro
22、ugh. ZTE by large-scale overseas telecom engineering contracting, diversified 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 c
23、ontracting project, the total amount of $97 million, was the Chinese abroad 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 s
24、et up three research institute, San Diego, silicon valley.ZTE company for 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, ca
25、pital market to promote all-round internationalization.With the development 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, Braz
26、il and other potential market.At this point, the overseas market slowly 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 op
27、erators) strategy, through collaboration with in-depth global multinational 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 t
28、his year the global marketing layout.In 2007 overseas deployment key except continue to increase the coverage of potential countries focus on multinational operators. Cooperate with the Sprint Nextel in Wimax, ZTEsinternational strategy a huge breakthrough. In 2008, the company gradually with Europe
29、an multinational telecom carriers Telenor UMTS and Finland to cooperate. In 2010, the companys CDMA product first to 30% share in the world market.1.2The current situation of the development of internationalization.ZTE is the worlds leading integrated communications solutions provider. ZTE is one of
30、 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 more than 29% in 2010, more than 70000000000 yuan, to become the worlds fifth largest te
31、lecom equipment maker, sixth communication terminal manufacturers. After 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 countri
32、es, the next stage will penetrate into the scale of developed countries. 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 br
33、and 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 brand image will bring ZTE greater internation
34、al market and more economic benefit.(3)The initial formation of international resources allocation ability. Such as the establishment of local factories in Pakistan and India, in America, Sweden set up a technology research institute. To improve the economic benefits of ZTE, through the comparison o
35、f the advantage of global resource allocation will help ZTE utilization of resources endowment differences between countries brings, and minimize cost, improve the output efficiency of assets.(4)Fast access to knowledge and information. Through competition and cooperation with other Multi-National C
36、orporation in the international market, ZTE to obtain industry development trend of information from a variety of sources, but also to understand the development of the technology of peer companies. These knowledge can help ZTE to comprehensive and accurate management analysis and decision, but also
37、 can help ZTE research and the formulation of international standards.(5) Cultivate a group of international business talents. By means of the internationalization of several years of development, ZTE has cultivated a group of international business talent and talent localization. These personnel wi
38、ll provide strong support for the future development of ZTE internationalization.1.3Internationalization development dynamic factorsIn the final analysis is ZTE transnational development due to its characteristics of high risk, high return industry. Communication itself also has the standard concent
39、ration, the characteristics of the knowledge intensive, scale profit.Industry characteristics and product characteristics to the worlds leading telecommunications equipment providers and the international standard of mainowner of the main makers in the international market.So the ZTEs international
40、expansion is inevitable.Is only possible for internationalization in terms of productivity, 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
41、 in the long run view of internationalization development limited development could be stalled 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. Finall
42、y is the advantage for internationalization can get international advantage, will benefit the development of itself.Above all ZTE to transnational development of motivation:1.3.1External cause：(1) Economic globalization is the direct cause of multinational company globalization. Economic globalizati
43、on makes the multinational companys survival environment has changed, the multinational companies in the global strategy and organizational structure, management model of innovation, constantly adjust and make the development of multinational companies increasingly rely on technical superiority.Mult
44、inationals must from the perspective of the world, according to the regional resource advantage from the Angle of the global strategy, planning, production, sales, service and so on each link to adjust the value chain, integrating the various management functions. Multinational companies the global
45、value chain is constructed to obtain the global competitive advantage.(2) The development of knowledge economy is the important factors to promote ZTE multinational globalization. The development of knowledge economy makes all over the world to create, use and integrate knowledge ability to become a
46、 multinational company is the key to gain competitive advantage in dynamic environment. Knowledge management has become a multinational strategy is an important part of the multinational company strategic.In this environment, more and more multinational company set research and development instituti
47、ons for transnational investment in overseas. Multinational companies is the R&D resources to make full use of the world or its low cost, so as to improve the efficiency of R&D, and R&D to adapt to the requirements of the diversified business strategy to meet customer, it also adapt to the developme
48、nt of ZTE.(3) The development of information technology and widely used for multinational corporation R&D globalization provides the technical support. Due to the development of the global information technology, information transmission cost reduction, multinational companies can be more convenient in the global scope of knowledge organization of production activities within the organizat