中兴通讯手机产品中国市场竞争战略研究

发布时间：2018-04-13 20:39

本文选题：中兴通讯 + 手机产品　；参考：《山东大学》2013年硕士论文

【摘要】：中兴通讯是全球领先的综合通信解决方案提供商,是全球少数有能力研发、制造2G、3G、4G全系列手机产品的高科技企业之一,目前已成为全球第四大手机厂商。中国市场是中兴通讯手机产品全球重要市场及战略大本营,近几年手机产品中国市场飞速发展,不论是移动通信网络规模还是用户总量都有惊人增长,市场渐现成熟迹象,行业竞争更加激烈。中兴通讯希望制定手机产品中国市场的适应性竞争战略,支撑中兴通讯集团总体战略,助力中兴通讯向世界级卓越企业跨越。本文基于中兴通讯手机产品中国市场运营现状,对中兴通讯所处外部环境和企业内部环境进行透彻分析,尤其着重分析了手机产品中国市场的现状、发展趋势以及在中国市场环境中所要面对的一系列问题,找出中兴通讯手机产品中国市场面临的机会与威胁,拥有的优势与劣势。外部机会：中国政治稳定,国家宏观产业布局、政策、法规人力支持；经济增长缓中企稳、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；国产手机关注度提升；3G规模发展拉动手机市场规模扩大；4G建设启动及商用；手机硬件配置快速升级、手机应用内容更加丰富。同时威胁主要有：功能机进入衰退期；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：手机产品为买方市场,买方议价能力强；行业竞争日益激烈。内部优势有：零部件采购提前期短,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；基于国内运营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；售后服务网络完善、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,信息系统较为完善；人力资源管理体系完善,员工队伍富有竞争力；专业化采购管理,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。内部劣势有：销售渠道单一,过度依赖运背商集采；品牌知名度和认可度低；低端产品低价竞争为主;执行力及响应速度有待提升。以战略管理理论为指导,通过SWOT分析、QSPM矩阵等工具,帮助中兴通讯手机产品中国市场选择差异化竞争战略,借助价值链分析模型,细化提出竞争战略实施的关键环节举措及职能保障措施,构建中兴通讯手机产品中国市场竞争优势,获得市场份额、利润的突破增长,从而为中兴通讯手机产品在全球市场竞争确立稳固后方和良好基础,为中兴通讯总体战略达成发挥关键作用。本文研究内容,对中兴通讯完善竞争战略,丰富竞争实践具有实际指导意义。因其在中国市场的代表性地位,对中兴通讯手机产品中国市场竞争战略的研究,可供手机产品行业的其它公司、行业相关公司在战略管理过程中参考、借鉴。
[Abstract]:ZTE is the world's leading provider of integrated communications solutions, and is one of the few high-tech companies in the world capable of developing and manufacturing a full range of 2GG 3GN 4G mobile phone products, and has become the world's fourth-largest mobile phone manufacturer.The Chinese market is an important global market and strategic stronghold for ZTE's mobile phone products. In recent years, the Chinese market for mobile phone products has developed rapidly. Both the size of mobile communication networks and the total number of users have increased dramatically, and the market is gradually showing signs of maturity.The industry is more competitive.ZTE hopes to develop an adaptive competitive strategy for mobile phone products in China, support ZTE Group's overall strategy, and help ZTE to leapfrog towards world-class excellence.Based on the current situation of the Chinese market operation of ZTE's mobile phone products, this paper makes a thorough analysis of the external environment and the internal environment of ZTE, with particular emphasis on the analysis of the current situation of the Chinese market of mobile phone products.The development trend and a series of problems to be faced in the Chinese market environment, to find out the opportunities and threats, strengths and weaknesses of ZTE mobile phone products in China.External opportunities: China's political stability, national macro-industrial layout, policies, laws and regulations manpower support; economic growth stabilizes, investment increases; residents' income increases steadily, purchasing power increases; overall demand for smartphones grows rapidly;The development of domestic mobile phone scale will lead to the expansion of the mobile phone market, the start of 4G construction and commercial use; the rapid upgrading of mobile phone hardware configuration and the richer content of mobile phone applications.At the same time, the main threats are: functional machine into a recession; smart operating system dominates the market competition; raw materials and core components are controlled by people: mobile phone products for the buyer's market, buyer's bargaining power; increasingly fierce competition in the industry.Internal advantages are: short lead time for parts procurement, strict quality control of materials, excellent production management ability, strong awareness of quality, stable product quality;Based on the good cooperation relationship of domestic operators and good grasp of operators' needs, customized strategy; perfect, stable, standardized after-sales service network, technical support management systematization, technical support specialization; basic management standards,Information system is more perfect, human resource management system is perfect, staff is competitive, specialized purchasing management, material supply sufficient cost controllable, R & D ability, patent reserve is strong, end-to-end solution.Internal disadvantages include: single sales channel, excessive dependence on the business collection; low brand awareness and recognition; low price competition of low-end products; execution and response speed to be improved.Guided by the theory of strategic management, through the tools of SWOT analysis and QSPM matrix, this paper helps ZTE to choose the differentiated competitive strategy in the Chinese market of mobile phone products, with the help of the value chain analysis model.To detail the key measures and functional safeguards for the implementation of the competition strategy, to build the competitive advantage of ZTE mobile phone products in China, to obtain market share, and to achieve a breakthrough in the growth of profits.So ZTE mobile phone products in the global market competition to establish a solid rear and a good foundation for ZTE to achieve the overall strategy to play a key role.The research content of this paper has practical guiding significance for ZTE to perfect competition strategy and enrich competition practice.Because of its representative position in the Chinese market, the research on the competitive strategy of ZTE mobile phone products in China can be used for reference by other companies in the industry of mobile phone products and related companies in the process of strategic management.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.63

【参考文献】