中兴通讯国际市场的战略转型与选择研究

发布时间：2018-08-22 17:40

【摘要】：中兴通讯是中国最大的通信设备制造业上市公司,是国内最早走出国门闯荡海外的开拓者之一。在国内市场竞争激烈、逐渐饱和的情况下,中兴通讯开始有意识的尝试海外项目。从中国的邻国开始,到亚洲,再到非洲,拉美,中兴凭借其低成本和差异化的竞争优势,在广大新兴市场取得了成功,收入连续多年高速增长,公司整体规模和实力都获得了长足进步。近年来,中兴通讯为了实现从新兴市场到欧美高端市场的升级和从中低端客户到高端客户的优化,实施了激进的大国大T扩张战略。而在全球电信市场萎缩和自身能力资源不足的双重约束下,其扩张战略遭遇失败,导致中兴目前陷入巨大的危机当中。如何通过战略转型尽快走出泥潭,恢复元气,如何能够在追求规模扩大的同时确保利润,如何能够匹配好公司战略与外界环境及自身能力,是中兴通讯当前乃至今后一段时间最需要考虑的问题。论文运用企业战略管理理论对中兴通讯的国际市场的战略进行了实证研究,论文运用了动态分析与定性／定量分析等方法,以中兴通讯为研究对象,从中兴通讯近10年来的发展路径去洞悉中兴的战略脉络及存在的问题。在对整个通讯设备行业现状进行系统分析的基础上,使用波特五力模型、SWOT分析等从国际化宏观环境和竞争环境的角度阐述了目前中兴通讯的外部环境,通过知己知彼的分析,制定了中兴通讯国际市场的战略转型方向,在为其制定国际市场的战略转型方向的同时,从市场营销、组织结构、人力资源等方面给出了具体的战略执行的建议。论文从国际化经营视角出发,通过对中兴通讯当前的国际化战略研究,为中兴通讯下一步的国际市场的战略转型提供科学的决策依据,希望国内类似企业从中兴通讯国际化发展过程中获得有益的借鉴作用。
[Abstract]:ZTE is China's largest listed company in communications equipment manufacturing and one of the earliest pioneers to travel abroad. In the domestic market fierce competition, gradually saturated circumstances, ZTE began to consciously try overseas projects. From China's neighboring countries, to Asia, to Africa and Latin America, ZTE, with its low-cost and differentiated competitive advantage, has achieved success in the vast emerging markets, with revenues growing at a high rate for many years in a row. The overall size and strength of the company have made considerable progress. In recent years, ZTE has implemented a radical big power T expansion strategy in order to upgrade from emerging markets to high-end markets in Europe and the United States and optimize from middle and low end customers to high end customers. Under the dual constraints of the shrinking global telecom market and the shortage of its own capacity and resources, its expansion strategy has suffered a failure, resulting in ZTE being plunged into a huge crisis. How to get out of the quagmire as soon as possible through strategic transformation, how to restore vitality, how to ensure profits while pursuing scale expansion, how to match the company's strategy with the external environment and its own ability, ZTE is the current and even the next period of time to consider the most important issues. This paper makes an empirical study on the international market strategy of ZTE by using the theory of enterprise strategic management. The thesis uses dynamic analysis and qualitative / quantitative analysis, and takes ZTE as the research object. From the development of ZTE in the past 10 years to understand ZTE's strategic context and existing problems. On the basis of systematical analysis of the present situation of the whole communication equipment industry, using Porter's five-force model and SWOT analysis, this paper expounds the external environment of ZTE from the point of view of international macro environment and competition environment, and through the analysis of knowing one's own and one's enemy, The strategic transformation direction of ZTE international market is worked out. While the strategic transformation direction of international market is worked out, some suggestions on the implementation of the strategy are given from the aspects of marketing, organization structure, human resources and so on. From the perspective of international management, this paper provides a scientific decision basis for the next strategic transformation of ZTE's international market by studying the current internationalization strategy of ZTE. Hope that similar domestic enterprises from ZTE international development process to obtain useful reference role.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.63

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