本文選題：中興通訊 + 手機產(chǎn)品��； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：中興通訊是全球領(lǐng)先的綜合通信解決方案提供商,是全球少數(shù)有能力研發(fā)、制造2G、3G、4G全系列手機產(chǎn)品的高科技企業(yè)之一,目前已成為全球第四大手機廠商。中國市場是中興通訊手機產(chǎn)品全球重要市場及戰(zhàn)略大本營,近幾年手機產(chǎn)品中國市場飛速發(fā)展,不論是移動通信網(wǎng)絡(luò)規(guī)模還是用戶總量都有驚人增長,市場漸現(xiàn)成熟跡象,行業(yè)競爭更加激烈。中興通訊希望制定手機產(chǎn)品中國市場的適應(yīng)性競爭戰(zhàn)略,支撐中興通訊集團總體戰(zhàn)略,助力中興通訊向世界級卓越企業(yè)跨越。 本文基于中興通訊手機產(chǎn)品中國市場運營現(xiàn)狀,對中興通訊所處外部環(huán)境和企業(yè)內(nèi)部環(huán)境進行透徹分析,尤其著重分析了手機產(chǎn)品中國市場的現(xiàn)狀、發(fā)展趨勢以及在中國市場環(huán)境中所要面對的一系列問題,找出中興通訊手機產(chǎn)品中國市場面臨的機會與威脅,擁有的優(yōu)勢與劣勢。 外部機會：中國政治穩(wěn)定,國家宏觀產(chǎn)業(yè)布局、政策、法規(guī)人力支持；經(jīng)濟增長緩中企穩(wěn)、投資增強；居民收入穩(wěn)步提高,購買力增強；智能手機總體需求規(guī)�？焖僭鲩L；國產(chǎn)手機關(guān)注度提升；3G規(guī)模發(fā)展拉動手機市場規(guī)模擴大；4G建設(shè)啟動及商用；手機硬件配置快速升級、手機應(yīng)用內(nèi)容更加豐富。同時威脅主要有：功能機進入衰退期；智能操作系統(tǒng)主導(dǎo)市場格局競爭；原材料及核心零部件受制于人：手機產(chǎn)品為買方市場,買方議價能力強；行業(yè)競爭日益激烈。 內(nèi)部優(yōu)勢有：零部件采購提前期短,物料質(zhì)量把關(guān)嚴格；優(yōu)秀的生產(chǎn)管理能力；質(zhì)量意識強,產(chǎn)品質(zhì)量穩(wěn)定；基于國內(nèi)運營商的良好合作關(guān)系和對運營商需求的良好把握的定制化戰(zhàn)略；售后服務(wù)網(wǎng)絡(luò)完善、穩(wěn)定、規(guī)范,技術(shù)支持管理系統(tǒng)化、技術(shù)支持專業(yè)化；基礎(chǔ)管理規(guī)范,信息系統(tǒng)較為完善；人力資源管理體系完善,員工隊伍富有競爭力；專業(yè)化采購管理,物料供應(yīng)充足成本可控；研發(fā)能力強,專利儲備雄厚,端到端解決方案。內(nèi)部劣勢有：銷售渠道單一,過度依賴運背商集采；品牌知名度和認可度低；低端產(chǎn)品低價競爭為主;執(zhí)行力及響應(yīng)速度有待提升。 以戰(zhàn)略管理理論為指導(dǎo),通過SWOT分析、QSPM矩陣等工具,幫助中興通訊手機產(chǎn)品中國市場選擇差異化競爭戰(zhàn)略,借助價值鏈分析模型,細化提出競爭戰(zhàn)略實施的關(guān)鍵環(huán)節(jié)舉措及職能保障措施,構(gòu)建中興通訊手機產(chǎn)品中國市場競爭優(yōu)勢,獲得市場份額、利潤的突破增長,從而為中興通訊手機產(chǎn)品在全球市場競爭確立穩(wěn)固后方和良好基礎(chǔ),為中興通訊總體戰(zhàn)略達成發(fā)揮關(guān)鍵作用。 本文研究內(nèi)容,對中興通訊完善競爭戰(zhàn)略,豐富競爭實踐具有實際指導(dǎo)意義。因其在中國市場的代表性地位,對中興通訊手機產(chǎn)品中國市場競爭戰(zhàn)略的研究,可供手機產(chǎn)品行業(yè)的其它公司、行業(yè)相關(guān)公司在戰(zhàn)略管理過程中參考、借鑒。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.63

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