Research On The Choice Of ZTE Corporation's Products Into The International Market

ZTE coporation is the listed telecom equipment manufaturing company in Shen Zhen and Hong Kong,it is also the pioneer to international market among chinese private high-tech enterprises.It takes 22 years for ZTE coporation to expand its market territory to more than 160 countries and regions in worldwide.At the same time,ZTE's operating income has increased from 1 billion RMB to more than 100 billion RMB.Nowadays,the industry environment is undergoing profound changes:telecom operators are suffering sharp decline in revenue because of the competition with Internet service provider,the revenue growth from telecom network equipment are slowing down;on the other hand,the development of the industrial Internet,Internet of Thing,big data,cloud computing and other emerging technologies,are leading to the growing demand for information and communication,enterprise network market has huge potential.For ZTE,how to make use of its own advantages,seize the opportunities for development,careful scan and selection of the target market,and choose proper strategy in order to improve corporate performance,has become a serious consideration.This paper performes application research of international market choice and entry strategy of ZTE corporation via making use of the theory of enterprise competitive strategy theory.This paper uses the methods of literature analysis,qualitative analysis and quantitative analysis to analyze the internal and external environment of ZTE corporation.And then based on the analysis results,to select the target markets via using the five-forces-model,PEST analysis,SWOT analysis,SPAN analysis and other tools.This paper also re-positioned ZTE's international market strategy:at the corporate level,product diversification strategy should be adopted;at the operation level,it should adopte differentiation strategy as primary,along with market focus strategy and overall cost leadership strategy.At the end,the optimization proposal for the major problems of ZTE international market is given from three aspects:market entry strategy,product strategy and pricing strategy.