摘要
中兴通讯是中国最大的通信设备制造业上市公司,是国内最早走出国门闯荡
海外的开拓者之一。在国内市场竞争激烈、逐渐饱和的情况下,中兴通讯开始有
意识的尝试海外项目。从中国的邻国幵始,到亚洲,再到非洲,拉美,中兴凭借
其低成本和差异化的竞争优势,在广大新兴市场取得了成功,收入连续多年高速
增长,公司整体规模和实力都获得了长足进步。近年来,中兴通讯为了实现从新
兴市场到欧美高端市场的升级和从中低端客户到高端客户的优化,实施了激进的
大国大T扩张战略。而在全球电信市场萎缩和自身能力资源不足的双重约束下,
其扩张战略遭遇失败,导致中兴目前陷入巨大的危机当中。如何通过战略转型尽
快走出泥潭,恢复元气,如何能够在追求规模扩大的同时确保利润,如何能够匹
配好公司战略与外界环境及自身能力,是中兴通讯当前乃至今后一段时间最需要
考虑的问题。

论文运用企业战略管理理论对中兴通讯的国际市场的战略进行了实证研究,
论文运用了动态分析与定性/定量分析等方法,以中兴通讯为研究对象,从中兴
通讯近10年来的发展路径去洞悉中兴的战略脉络及存在的问题。在对整个通讯
设备欧亿·体育（中国）有限公司现状进行系统分析的基础上,使用波特五力模型、SWOT分析等从国际
化宏观环境和竞争环境的角度阐述了目前中兴通讯的外部环境,通过知己知彼的
分析,制定了中兴通讯国际市场的战略转型方向,在为其制定国际市场的战略转
型方向的同时,从市场营销、组织结构、人力资源等方面给出了具体的战略执行
的建议。

论文从国际化经营视角出发,通过对中兴通讯当前的国际化战略研究,为中
兴通讯下一步的国际市场的战略转型提供科学的决策依据,希望国内类似企业从
中兴通讯国际化发展过程中获得有益的借鉴作用。

关键词:电信设备制造商,国际化,战略转型,竞争战略
Abstract
ZTE is the biggest listed telecoms equipment provider in china and is one of the
pioneers of the earliest to go abroad. As the domestic market was drawing to
saturation, ZTE began a conscious attempt to look for overseas opportunity. From
China39;s neighbors, to Asia, Africa and Latin America, ZTE had made success for
revenue39;s continuous growth in emerging markets with its low cost and differentiated
competitive advantage and the company39;s size and strength were obtained great
progress
In recent years, in order to transform the market from emerging market to
high-end market and extend the customer from low-end to high-end, ZTE
implemented the radical expansion strategy aiming to top countries and top telecom
operators. Due to the shrinking global telecommunications market and shortage of its
own ability, ZTE39;s expansion strategy failed and plunged into a huge crisis. How to
get out of quagmire and recover through strategic transformation as soon as possible
How to balance the scale and profit How to make the company39;s strategy to match
the external environment and their own ability It39;s waiting for ZTE to think and
answer these questions.
Based on corporate strategy management theories, this paper focuses on case
studies of ZTE39;s international strategy. With the use of methods of dynamic analysis
and qualitative / quantitative analysis , this paper takes ZTE as the objective of
research and conducts a systematic analysis of ZTE39;s international development path
and current problems from the perspective of nearly 10 years change in terms of ZTE
financial and market position. Based on the systematic analysis of entire
telecommunication equipment industry ,using Porter model, SWOT approach,this
paper analyses ZTE39;s external environment from the point of view of international
macroeconomic environment and the competitive environment and makes ZTE39;s
strategy for internationalized transformation. Also,it makes clear the implementation
tactic for ZTE39;s global strategy and provides some suggestions regarding marketing、
organizing structure、human resources..
With a global perspective, this paper seeks to provide some valuable basis for
decision-making on ZTE39;s strategic transformation by the study of ZTE39;s
internationalization strategy. And it also hopes to provide some valuable insights for
other corporations of the same type to ZTE.
Keywords: Telecoms Equipment Provider, Internationalization, Strategy
Transformation, Competition Strategy