TCL通讯成都研发中心发展战略研究

发布时间：2018-05-19 00:12

本文选题：研发中心 + 移动终端　；参考：《电子科技大学》2015年硕士论文

【摘要】：近年来,随着软硬件和移动通讯技术的发展,移动终端行业持续保持高速发展,导致竞争者不断加入,各种移动智能终端不断涌现,产品同质化严重,竞争日益激烈。怎样才能在如此商业环境中保持竞争优势,构建核心竞争力,已成为许多企业的当务之急。TCLCD研发中心成立于2011年,是TCL通讯为了进一步提升产品研发能力,完成西部战略布局,在西部地区成立的首家研发中心,主要从事智能手机的系统软件和应用软件研发,主要客户为国内外电信运营商。但由于移动终端行业产品同质化严重,竞争日趋激励,加之TCL通讯启用3033战略,以产品为依托,逐步向服务业拓展。为了更好地助力3033战略、更好地提升研发能力,TCLCD研发中心迫切需要对自身发展进行战略规划。本论文首先从国内外战略管理理论和软件研发相关理论的学习、研究入手,调查国内外移动通讯终端领域典型企业的发展现状和共同特征,并详细分析了TCL通讯和TCLCD研发中心的现状。其次,在外部环境分析方面,通过PEST分析法,从政治、经济、社会和科技方面对宏观环境进行扫描,通过EFE矩阵和CPM矩阵对TCLCD研发中心的机会和威胁进行分析。在内部环境方面,详尽列出了TCLCD研发中心所拥有的资源和能力,并对其价值链、盈利模式进行了分析。再次,在对TCLCD研发中心外部和内部环境分析的基础上,综合运用SWOT、GSM和QSPM等分析方法,对TCLCD研发中心的中长期目标进行设定,并对其战略做出选择,提出了综合运用产品开发、市场开发、市场渗透和战略,在扩大市场的同时提升研发能力,然后增加实施横向一体化和多元化战略,打造可持续发展的竞争优势。最后,对战略的实施给出了意见和建议,并给出了TCLCD研发中心的平衡记分卡实施步骤。本论文从TCLCD研发中心的现状出发,同时结合对国内外移动通信终端领域典型企业的现状和发展趋势,提出来TCLCD研发中心的发展战略和具体的实施方法,以期对TCLCD研发中心和类似企业制定发展战略提供借鉴。
[Abstract]:In recent years, with the development of software and hardware and mobile communication technology, the mobile terminal industry continues to maintain a high-speed development, resulting in competitors continue to join, a variety of mobile intelligent terminals continue to emerge, product homogeneity is serious, the competition is increasingly fierce. How to maintain the competitive advantage and build the core competence in such a commercial environment has become an urgent matter for many enterprises. TCLCD R & D Center was established in 2011. It is TCL Communications to further enhance the R & D capability of products and complete the strategic layout of the western region. The first R & D center established in the western region is mainly engaged in the research and development of system software and application software for smart phones. The main customers are domestic and foreign telecom operators. But because the product homogeneity of mobile terminal industry is serious, competition is encouraged day by day, combined with the strategy of using 3033 of TCL communication, relying on the product, gradually expanding to the service industry. In order to better support the 3033 strategy and improve the R & D capability, the R & D center of TCLCD urgently needs to plan for its own development. In this paper, first of all, from the study of domestic and foreign strategic management theory and software development related theory, we investigate the development status and common characteristics of typical enterprises in the field of mobile communication terminal at home and abroad. The current situation of TCL communication and TCLCD R & D center is analyzed in detail. Secondly, in the aspect of external environment analysis, the macro environment is scanned from the political, economic, social and technological aspects through PEST analysis, and the opportunities and threats of TCLCD R & D center are analyzed by EFE matrix and CPM matrix. In terms of internal environment, the resources and capabilities of TCLCD R & D center are listed in detail, and its value chain and profit model are analyzed. Thirdly, based on the analysis of the external and internal environment of TCLCD R & D center, the paper comprehensively uses the methods of SWOTGSM and QSPM to set the long-term goal of TCLCD R & D center, and make a choice of its strategy, and put forward the comprehensive application of product development. Market development, market penetration and strategy, expanding the market at the same time to enhance R & D capabilities, and then increase the implementation of horizontal integration and diversification strategy to create sustainable development of the competitive advantage. Finally, the suggestions and suggestions on the implementation of the strategy are given, and the implementation steps of the balanced scorecard in TCLCD R & D center are given. Starting from the current situation of TCLCD R & D center and combining with the current situation and development trend of typical enterprises in the field of mobile communication terminal at home and abroad, this paper puts forward the development strategy and concrete implementation method of TCLCD R & D center. In order to TCLCD R & D center and similar enterprises to formulate development strategy to provide reference.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.6

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