TCL Communication Strategy Of The Development Of Mobile Internet Era

After entering the21st century, the mobile communications industry is in rapidgrowth stage． Currently mobile terminal industry is shifting from the voice telephonepenetration stage to the mobile Internet, intelligent, broadband stage．In the new stage, Qualcomm, Broadcom and other companies created a monopolyposition in wirelesss chipset sector． Apple, Google, Microsoft and other companiesaccounted for the high-end operating system monopoly and the core components areoccupied by Samsung, Sony and other enterprises． Apple, Motorola, Samsung, HTC,RIM, dominated the position of the high-end mobile phone market, grabing the vastmajority profits in this fast growing industry．On the other hand, in2011China’s ZTE, Huawei, TCL/ALCATEL, G5, plus largeand small cottage, occupied by more than50percent of global handsetshipments． However, the sum of the profits made by these enterprises is less than5%of the entire mobile phone industry． Apple accounted for nearly70%of the industrialprofits! Chinese mobile phone manufacturers, including TCL Communication is still ina relatively primitive stage, selling low value-added hardware utilizing low price laborand resources． This article aims to study the upgrading strategy of TCLCommunication．Firstly, through the G-PEST, Porter Five Forces model and industry value chainanalysis, obtained the status and trends of the mobile terminal industry development, thecompetitiveness of the industry’s global competitive landscape． And then through theinternal value chain model, SWOT strategic tool, specifically analyzed of the internalresources and capabilities of TCL Communication． Combined with TCLCommunication’s position in the industry, proposed to consolidate the position in thecost leadership competitive group in the short term and to transfer to differentiationleadership group in medium-term． At the end of article, elaborated strategyimplementation plan,．Hope this article can help TCL Communication to achieve better growth in the new competitive environment．...