摘要
屮兴通w足全球领先的综合通佶解决方案提供商,是全球少数有能力研发、
制造2G、3G、扣全系列T机产品的高科技企业之一,丨丨前匕成为全球第四大手机
厂商。屮W市场足屮兴通讯手机产品企球苋要市场及战略大本ff,近几年手机产
品屮W市场6速发展,不论是移动通信网络规模还足用广总量都冇惊人增长,市
场渐现成熟迹象,行业竞争更加激烈。屮兴通讯希望制定手机产品中国市场的适
应性竞争战略,支撑屮兴通讯粜W总体战略,助力中兴通讯向世界级卓越企业跨
越
本文雄于屮兴通讯手机产品屮闺市场运营现状,对中兴通讯所处外部环境和
企业内部环境进行透彻分析,尤其葙分析了手机产品中WI丨/场的现状、发展趋
势以及在屮W市场环境屮所要面对的一系列问题,找出中兴通讯手机产品中国市
场而临的机会弓威胁,拥有的优势与劣势
外部机会:屮国政治稳定,丨通家宏观产业布局、政策、法规大力支持;经济
增长缓屮企稳、投资增强;居民收入稳步提高,购买力增强;智能手机总体需求
规模快速增长;W产手机关注度提升;3G规模发展拉动手机市场规模扩大;4G建
设泊动及商刖;手机硬件配背快速升级、手机应用内容更加丰富。同时威胁主要
if:功能机进入袞退期;智能操作系统主导市场格局竞争;原材料及核心零部件
受制于人;T机产品为买方市场,买方议价能力强;行业竞肀円益激烈
内部优势钉:岑部件采购提前期短,物料质量把关严格;优秀的生产管理能
力;质量意识强,产品质量稳定;基于国内运涔商的良好合作关系和对运营商需
求的良好把握的定制化战略;饵后服务网络完靑、稳定、规范,技术支持管理系
统化、技术支持专业化;基础管理规范,倍息系统较为完荇;人力资源管理体系
完善,员工队伍富有竞争力;专业化釆购符理,物料供应充足成本可控;研发能
力强,专利储备雄厚,端到端解决方案。内部劣势打:销饵渠道肀一’过度依赖
运ff商柒采;品牌知名度和认可度低;低端产品低价竞负为]执行力及响应速
度奋待提升
以战略恃理理论为指导,通
ABSTRACT
ZTE Corporation is a leading global provider of telecommunications equipment
and network solutions. It is one of the few high-tech enterprises in the world that have
the ability to research and development, manufacture 2G, 3G, and 4G full ranges of
mobile phone products. ZTE has become the world's fourth largest mobile phone
provider. The Chinese market is one of the most important markets in the world and the
strategic stronghold of ZTE mobile phone products. Along the rapid development of
mobile phone products in the Chinese market in recent years, whether mobile
communications network size or amount of user has grown phenomenally, the market is
getting mature; the competition in the industry is more intense. ZTE hopes to develop
an adaptive competitive strategy for mobile phone products in the Chinese market, to
support the Group's overall strategy of ZTE and help ZTE to be the world-class
excellent company.
Based on the latest operating status of ZTE mobile phone products in the Chinese
market, The writer makes a thorough analysis of the external environment and internal
environment of ZTE, which particularly focus on the analysis of the current situation,
trends,series of questions of the mobile phone products in the Chinese market, to
identify the opportunities and threats faced, strengths and weaknesses of ZTE mobile
phone products in the Chinese market.
External opportunities: strong support of China's political stability, national
macro-industrial layout, policies and regulations; stable economic growth and enhanced
investment; residents income increased steadily enhanced purchasing power; rapid
growth of overall demand of smart phones; the domestic mobile phone attention
enhanced; the 3G development expand the market scale of the mobile phone; the
construction and commercial use of 4G; hardware configuration of mobile phone
upgrade quickly, richer mobile application. The main threat: functional mobile phone
goes into recession; operating systems of smart phone dominated by few companies;
raw materials and core components controlled by few providers; mobile products is a
buyer's market, the buyer's bargaining power is strong; increasingly industry
competitive.
Internal strengths: procurement lead short, strict quality control of materials;
excellent production management capabilities; sense of quality, stable product quality;
customized strategies based on the good cooperative relations of the domestic carriers
and a good grasp of the needs of the operators; perfect after-sales scrvice network,
stable, standardized, systematic management of technical support, specialized technical
support; specificated basic management, good information systems; good human
resources management system, competitive workforce; professional procurement
management, an cost controlled adequate supply of materials; strong ability of research
and development, rich patents reserves, end-to-end solutions. Internal disadvantage:
poor sales channel, over-reliance on operators' procurement; poor brand awareness and
recognition; low-price competition of low-end products; cxccutive power and speed of
response should be improved.
Guided by strategic management theory, use tools such as QSPM matrix and
SWOT analysis, help 7,T\l to choose the differentiation competitive strategy in the
Chinese market, with the value chain analysis model, refine the proposed competitive
strategy to implement key aspccts of initiatives and functions of safeguards to build the
market competitive advantage lor ZTH phone, to gain the breakthrough of market share,
and the growth of profit, so as to establish a solid rear and a good basis for VJW mobile
phone products' competition in the global market, and play a key role to support the
overall strategy of ZTF,.
The content of this paper can be a practical guide to improving the competitive
strategies of /TI\ cnrich competition practicc. Due to its representative status in the
Chinese market, the research of ZTK mobile phone's competition strategy in the
Chinese market is a good rcfcrcncc for other companies and related companies of the
mobile phone product industry in the area of strategy management research.
Key Words: ZTF,; Mobile Phone; Competitive Strategy; DifTercntiation Strategy