A Study On Competitive Strategy Of Lenovo Mobile Cooperation On The Background Of Multinational Cooperation Involvement

With the fast development of the global environment, multinational cooperation is booming worldwide and are playing an increasingly important role in the world economy. The development of the multinational cooperation has not only brought in opportunities to China, but brought in great challenges to the local enterprises. After so many years of fast improvement, China has already become the first largest market for mobile phones, as well as the first leading manufactures. Since 2002, the situation that the foreign band of mobile phones was in the leading position has already changed a great deal. The internal mobile phone manufactures have also made splendor achievements and occupied half the market However as the mobile phones are gradually mature and the mobile market are more and more intense, the native-produced mobile phones have already done down. Lenovo, as the leading producer, are also faced with the challenge of the multinational cooperation, in spite of its pride results in selling. Multinational cooperation like Nokia, LG and etc are playing the role of monopoly to Lenovo. Lenovo should analyze the advantages and the disadvantages of the multinational cooperation and the opportunities and threats from the outside, then can make scientific competitive Strategy.Nowadays, the mobile technology is developing quickly and has experienced three periods. From the first generation to GSM, the second generation, then to the present generation of 3G, the development of communication is really so fast. The third generation (3G) means digital communication in Chinese. By the end of April, 2006,84 countries or areas in the world have already applied the 3G service. China started the experiment of WCDMA,TD-CDMA and CDMAIXEVDO in 2004. In 2007, China started the service of 3G officially. The arrival of 3G has brought both opportunities and challenges to the Chinese markets of mobile phones. To Lenovo, 3G is an essential opportunity.First, the standard of 3G in Chinese market has been made by the Chinese Continent, which is the first national communication standard. The nuclear technology is mastered in our Chinese people. Therefore, the national enterprises are stronger than others at the starting point. On the other hand, although the foreign corporations have the advanced equipments in the aspects of internet and the testing, they are at the same level with the national corporations at the aspects of final testing of TD-SCDMA, which is a very important opportunity to the donate mobile enterprises that are not as good as foreign enterprises.Lenovo mobile communication was founded in 2002, with the headquarters in Xiamen in Fujian. It is a subsidiary of Lenovo and has a powerful support from Lenovo. In Beijing, Shanghai and Xiamen, there are studying and overseas service subsidiaries. It owns splendid production lines and advanced producing equipments, as well as the sale-net and the system after-sale services. Now, Lenovo mobile has already become the leading enterprise in mobile phones and has got its fame worldwide.Based on the analysis of the donate and foreign mobile phones markets, and also combined with background of the entrance of the multinational cooperation and the policies of the mobile phones, this thesis paper has analyzed the inside environment and the competition foundation, and has also promoted the necessary competitive strategies, using the SWOT analysis, strategy position and other similar tools.The paper has been divided into six sections. The study background, the meaning of the study, the construction of the paper and deficiency are included in the first section. The second section is mainly about the basic resource of the related in this paper. In section three, I have made a careful study of the Chinese mobile phone market, including the present technological condition of the Chinese mobile market, the supply and demand of the markets and the band construction of the native-produced mobile phones. In section four, I have analyzed the Lenovo mobile phones in the angle of police environment, economical environment, social cultural environment and technology environment, and also have made a final analysis through Michael Porter's Five Forces Model, the enterprise culture, the human resources and the technology feature. In the fifth section, through the method of SWOT, the outside opportunities and threats, the advantages and disadvantages from the inside have been analyzed. In the last section, according to what has been studied ahead and the development direction of Lenovo, I have concluded the multinational cooperation of Lenovo.