Research On Development Strategy Of TCL Communication Chengdu Research And Development Center

In recent years, mobile terminal industry continue to maintain the rapid development with the development of hardware, software and mobile communication technology. As a result, the competitors continue to join, all kinds of mobile intelligent terminal are constantly emerging, product homogeneity serious, and increasingly fierce competition. How to keep competitive advantage in such business environment and build the core competitiveness has become the priority of many enterprises.TCLCD R&D center, founded in 2011, is the first R&D center of TCL communication founded in the western region of China, which is in order to further promote product R&D ability and complete the strategic layout in the west of China, mainly engaged in system software and application software development of the smart phone, and the main customers are telecom operators in domestic or foreign. Due to the mobile terminal industry competition is increasingly, and TCL communication enable 3033 strategy, gradually to the service industry development based on products. In order to better help 3033 strategy and promote research and development ability, TCLCD R&D center in urgent need for their own development strategic planning.This paper first study and research relevant theories of strategic management and software R&D theory at home and abroad, research present development situation and common characteristics of the typical mobile communication terminal enterprise, and analyzes the current status quo of the TCL communications and the TCLCD R&D center.Secondly, in terms of external environment analysis, through the PEST analysis method, scan macro environment from the political, economic, social and technological aspects, and analyses the opportunities and threats of the TCLCD R&D center through EFE and CP; In terms of internal environment, lists the detailed resources and capabilities which the TCLCD R&D center has, and analyze hers value chain and profit model.Again, based on the analysis of external and internal environment of the TCLCD R&D center, set the TCLCD R&D center medium and long term goals by integrated use of relevant theories of SWOT, GSM and QSPM, and make a choice, put forward the integrated use of product development, market development, market penetration, horizontal integration strategy, expand market share and enhance R&D ability at the same time, and then increase the diversification strategy, to build the sustainable development of competitive advantage.Finally, gives some opinions, some suggestions on the implementation of the strategy and a balanced score card implementation steps of the TCLCD R&D center.This paper starting from the present situation of the TCLCD R&D center, and combining with the present situation and development trend of typical enterprise in the mobile communication terminal field at home and abroad bring up development strategy and concrete implementation method of the TCLCD R&D center, in order to provide strategy reference to the TCLCD R&D center and similar enterprises.