【作者】 赵亮；

【导师】 张二震；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 中兴通讯是全球排行第四的综合通信解决方案提供商,是中国最大的通信设备上市企业,公司通过为全球160多个国家和地区的电信运营商和政企网客户提供创新技术与产品解决方案。伴随着通信技术的飞速发展,通过近30年来的不断迭代升级,通信网络从模拟到数字,从窄带到宽带,从有线到无线,技术的飞跃在不断满足客户需求的同时,也带来了无限的市场机会,但随着技术的不断演进,通信市场已经逐渐趋于饱和、甚至出现需求萎縮的情况。在新的市场形势下,怎样锁定正确的战略方向,如何带领规模巨大的企业进行战略转型,寻找到另一片蓝海市场以实现新的跨越式发展,这都成为如今放在公司决策层面前最值得深思的问题。在这样的形势下,来自不同市场的新需求倒逼着行业的转型与技术的突破持续发酵。科技的发展,让人们的生活进入互联网时代,特别是移动互联网的普及,使得传统通信技术产业CT与信息技术产业IT业的界限逐渐模糊,再加上众多企业的跨界发展使得相关企业的竞争力己不再只限于各自行业内,类似中兴通讯这样的通信系统设备商凭借在技术上得天独厚的优势大肆向IT行业入侵,利用强有力的综合解决方案与技术服务实力逐渐蚕食政企行业市场份额。本文正是基于此发展的大背景,运用战略研究的理论对中兴通讯政企网的发展战略进行深入的剖析,运用PEST分析模型、波特五力模型、SWOT分析法等工具方法,分别对中兴通讯在政企网发展的外部市场环境,企业发展的经济环境以及公司现有内部资源条件等进行多方面系统的分析,从战略意图选择以及可行性角度清晰阐明了目前中兴通讯进军政企网市场的必要性与及时性;并在指出政企网的战略发展方向的同时,分析了中兴通讯在政企网市场面临的困难及公司发展过程中存在的问题,并肯定其目前已经采取的四大具体战略选择措施。本文认为在移动互联网广泛应用的今天,M-ICT的市场战略将被作为中兴通讯政企发展的主战略,以智慧城市为切入口,深入政府市场,树立公司在政企市场的强势品牌地位,同时以产品、渠道为两大主力抓手,推动自身能力的建设,创造开发共赢的市场生态环境,与上下游合作伙伴共同创造更加广阔的市场。最后总结得出结论,政企网市场空间巨大,中兴通讯也已具备了足够的竞争优势,机遇大于挑战,在保证本业通信行业市场份额和利润的基础上,可以大力投入并推动政企网市场的发展。本文从企业发展的视角,通过对中兴通讯政企网发展的战略研究,为公司当前发展战略的实施提供有力的理论依据,并希望相关的分析结论在今后企业的发展中得到验证。更多还原

【Abstract】 ZTE Corporation,it’s the fourth largest telecommunication vender in the world,and also is the largest listed companies of telecommunication equipment supplier in China.ZTE provide innovative technology and product solutions for telecom operators and the enterprise market customer over 160 countries in the world.Along with the communication technology development,from analog to digital,from narrowband to broadband,from wired to wireless connection,it was bring a lot significant market opportunity,but nowadays the telecommunication market become saturated,and the market demand is also decreased.As the new market situation,how to make correct strategic decision,how to lead the giant company to do strategic transformation,and how to realize the new leap forward development in another blue ocean market,all those has become the most difficult question to be answered by ZTE.In such a situation,the new demand from different markets is keeping to force the transformation of the industry and technological breakthrough.The development of science and technology has enabled people’s lives into the Internet era,the widespread integration of M-ICT mobile communications technology makes the traditional telecom CT industry and the IT industry gradually blurred boundaries,The full integration of the industry makes the competition in the relevant business is no longer confined to their respective industries,telecom equipment manufacturers wantonly to IT industry invasion with richly endowed by nature advantage in technology,comprehensive utilization of powerful solutions and technology service industry enterprise strength gradually eroded market share.This thesis is based on the background of this situation,using the theory of strategic research,in-depth analysis ZTE’s enterprise network,the paper uses the PEST analysis model,Porter’s five force model,SWOT analysis method,focus on the external market environment on ZTE’s enterprise market,systematically analyzed the economic environment of enterprise development and existing internal resource of ZTE.The article clearly clarified the necessity and timeliness of ZTE’s entry into the market of enterprise from the perspective of strategic intent and feasibility,and analyzes the difficulties that ZTE faces in the enterprise market,and affirms the four specific strategic measures that have been adopted at present.The last chapter summarizes the conclusions that the enterprise market is huge,ZTE has enough competitive advantage,the opportunities outweigh the challenges,while ensuring the market share and profit industry of telecom industry,can strong investment and promote the enterprise market.This article from the perspective of enterprise development,through strategic research on the ZTE’s Government&Enterprise Market,provide a strong theoretical basis for the implementation of development strategy,and hope that the related conclusion of the analysis is verified in the future enterprise market.更多还原