Zte Data Products, Target Market Selection And Competitive Strategy

In 2005, ZTE entered the data market, and made considerable progress. Withcorporate mergers and acquisitions of foreign capital, the data market has entered anew stage of the competition. ZTE reexamine data products on the target markets andcompetition strategy has a very important practical significance.This paper chooses scientific method, which gets more cohesion withintheoretical and practical insights and combines quantitative analysis and qualitativeanalysis, to analyze and solve practical problems based on the application ofmanagement theory. This paper introduced the concept of complex product data foranalysis of the characteristics of the product firstly. Then the paper reviewed thedevelopment of ZTE's Data product, analyzes the competition strategy of ZTE, findthe current deficiencies of competitive strategy. And through the external environmentand competitor analysis, this paper found out ZTE's competitive environment. Finallywith the help of SWOT analyzing tool, the author chooses the suitable target marketand the right competition strategy for ZTE by using the theory of 4C, CustomerDelivered Value, competitive strategy, competitive game.In this paper, based on ZTE their current competitive environment, ZTE's firstgoal should be on the high market of the telecommunication provider .And then ZTEshould break through channel market from telecommunication provider market, getgreat share of channel market as soon as possible. At the same time, ZTE shouldchoose some foreign market as target market. ZTE should take differentiation strategy.ZTE may realize the product differentiation by customization R&D, and realize thedifferentiation solution based on the longest product line in telecommunicationmanufactures. ZTE's IP Network Product brand may be upgraded soon in virtue ofZTE's famous brand..The author proposes that ZTE should take flexible andcompetitive price strategy to enlarge the share of market. The author insists that ZTEshould keep on increasing the investment on channel, optimize the management ofchannel in order to achieve the success in channel market. The author believes that itis necessary for ZTE to build closely partnership with customers by keeping oncommunicating with customer and establishing rapid response mechanism.