Z公司競(jìng)爭(zhēng)戰(zhàn)略研究
[Abstract]:The main research object of this paper is Z Company, a provider of integrated communication solutions in China, which mainly involves telecommunications related industries. The customers of Z Company include the government, enterprises, operators and consumers, etc. Products cover communications related devices, terminals, software, services and comprehensive communication solutions. In the first three quarters of 2011, Z recorded revenue of 58.285 billion yuan, an increase of 26.53 yuan, and net profit of 1.069 billion yuan, down 21.51 yuan from the same period last year. Although the business of Z Company is rising year by year, the competition of international communication industry is becoming increasingly fierce in recent years, and the means of competition are also various. From the "patent to the end" litigation battle to the ongoing battle to "slim down", the battlefield has spread all over the world. In 2009, Canada's century-old communications veteran, Nortel, filed for bankruptcy (Nortel Northern Telecom Limited). The communications division was then carved up by manufacturers such as Ericsson. In 2010, Motorola was forced to sell most of its wireless network infrastructure and assets to Nokia Nokia-Siemens because of a sharp decline in earnings and profits. To "save one's life". At present, Z Company ranks fifth among the five biggest communication equipment manufacturers in the world. How to consolidate and develop Z Company's own advantages, how to stand in an invincible position in a bad competitive environment and continue to expand the market, is the main topic of this paper. The success of Huawei, its Chinese rival, the world's second largest telecommunications equipment maker, appears to be more fortuitous than that of Z. If Huawei is a "gifted student", then Z Company is more like an ordinary top student, and its business model and development strategy are worth learning from other companies, which is the main reason why Z Company is chosen as the main character of this article. This paper reviews the development of strategic theory and its branches in order to provide a theoretical basis for the study of competitive strategy of company Z. Then PEST analysis is used to analyze the macro environment of Z Company, and the five Forces Model is used to analyze the competition environment of Z Company. At the same time, the internal resources and capabilities of Z Company are analyzed by using "value chain" and SWOT tools, and the competitive advantages and disadvantages of Z Company as well as the development opportunities and threats brought by the change of external environment are analyzed. The paper also puts forward the suggestion of competitive strategy suitable for the future development of Z Company and five safeguard measures for the implementation of the strategy, which provides a feasible way of thinking for z Company to win the competitive advantage, and provides a kind of experience for other enterprises to use for reference at the same time.
【學(xué)位授予單位】:山東大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2012
【分類號(hào)】:F426.6
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