华为手机在国内的研发策略和市场策略分析

上海交通大学硕士学位论文华为手机在国内的研发策略和市场策略分析姓名：周万木申请学位级别：硕士专业：工商管理指导教师：仰书纲2007012831988PEST3GSWOTWCDMATDSCDMAHUAWEIMARKETINGANDTECHNOLOGYSTRATEGYINLOCALMOBILEPHONEMARKETABSTRACTChinaisthebiggestcellphonemarketoftheworld.Thecellphoneenduserisover300million.Everyyearlargenumberofcellphoneuserswillchangetheircellphoneandmanycustomerswillbuytheirfirstcellphone.Thishugemarketissoattractivethatmanyforeignandlocalcompaniesenterintothemobilephoneindustry.Butlocalcompaniesareintheworsesituationcomparingtoforeignbigbrands.Huaweiisthefamoustelecommandnetworkequipmentprovider.Sinceestablishedin1988,Huaweigrowrapidlywiththedevelopmentoftelecomindustry.Huaweibecomeacompetitiveandimportantplayerintelecomandnetworkindustry.ButduetoHuaweidoesnotfocusonlocalcellphonemarketbeforeandcompany’soriginalstrategylimited.Huaweiisstillasmallcellphonemakerinlocalcellphonemarket.ThisthesisanalyzesthecompetitivecircumstanceandsocietalenvironmentusingfiveforcesandPESTmodel.Moreover,thethesisanalyzesthevaluechainofChinacellphoneindustryandthemainprofitarea,includingcellphonedesignhouseandChinamobileoperator.Comparingthelocalcellphonemanufacturer,thethesispointedoutsomereasonsoflocalcompanies’failure.Thisthesisalsoindicatetheinnovationoftechnologywillchangethestrategyofcellphoneindustryandthecompany.ThisthesisthenpointouttheroadmapofHuawei.Aftertheindustryanalysis,thisthesisanalyzesHuawei’sinternalvaluechainandtriestofindthecorecompetence.Comparingtoindustryleader,thisthesistriestofindthekeysuccessfactorsofcellphoneindustry.Ontheotherhand,thisthesisalsoanalyzestheendcustomerneedsandtheoperatorrequirements.Afterthat,thisthesisanalyzestheadvantagesanddisadvantagesofHuaweibytheSWOTanalysistools.Basedontheanalysisofmobilephonemarketandthecompetitor,thethesisconcludesthatHuaweimustfocusontheWCDMA,TDSCDMAanddualmodecellphone,mustreinforcethecorechipdesignandsoftwaredesign.Withtheabundantexperiencesoftechnologycapacityandyearsofoverseaoperation,Huaweiwillfindasuitablewaytobesuccessful.KEYWORDS:marketstrategy,productlifecycle,researchanddevelopmentstrategy,competitivestrategy,valuechain,profitarea,corecompetence5200360200319952003SWOTPEST200612202006122020061220MBA11.1PEST1.1.1GDP/GDP8102006599710.2%179711.9%1.1.22010501.1.32G3G1.1.420053GTDSCDMAWCDMACDMA20003G3GTDSCDMATDSCDMAMBA21.21.2.1.1990Motorola199920067013GSMCDMA1.2.21ODMNokiaMotorola27CommQuestZTE-Motorola34TCLAlcatel1.2.3.40.7EMS68008%15625.6%9132005160010001000TCL200538000MBA31.2.4200220053.032.28TCL250%28090:1119992006FIGURE1-1ChinaCellpPhoneExportVolumefrom1999to20062006MBA41.3---12FIGURE1-2FiveForcesModelofChinaCellPhoneIndustry1.3.120058806.1,200653932005518.6%20061.1-1.2200530%-40%3GODMEMSMBA5:1-320022005FIGURE1-3SalesandGrowthRateofChinaCellPhonefrom2002to200566114GSM14442.73:1420062010FIGURE1-4ChinaCellphoneSalesandGrowthRateForecastFrom2006to20103.5133080.1%59.8%MBA669.7%552010801.3.260%2006530%50%27.8%:15FIGURE1-5LocalBrandCellPhoneMarketShare54%10%2%24%TCLNECMBA716FIGURE1-6MarketShareStatusinChinaCellPhoneMarket1.3.3.2006A1200LG1.3.4.TIFreescaleIntelADIRenesasSymbianWindowsMobilePCLinuxMBA81.3.5.DVD1/31500300500“”1.3.6.20051070(700)200610002005CDMA370200660020058600200512.4%200510040%-50%1.3.7.25.9%22.4%12.3%19.7%11.2%7.2%FD26.8%24.2%15.1%6.6%11.5%15.8%MBA9/1.3.8.3G3G3rdGeneration(1G)GSMTDMA(2G)144kb/s384kb/s2Mb/s(ITU)20005W-CDMACDMA2000TDS-CDMA3G20003C3G3G3GMBA102.1.21FIGURE2-1ChinaCellPhoneIndustryChain2.2.200320042004,,2006,,2006.,,:,,:MTKTI,ADI,Qualcomm,:Symbian,Linux,Windows:,,,,Nokia,Motorola,TCLMBA112.2.1.1001000NASDAQ10%30-40%22FIGURE2-2ThePositionofIDHinCellPhoneIndustryChain2.2.2.MBA125251020022003300ODM30%ODM2.2.3.3G3G8000TCL20032.3.2.3.1.IDIDBOMODMMBA13NTTDoCoMo1-22.3.2.DoCoMo2GI-ModeDoCoMo23ASP2580029%71%CDMACDMA1X688828858728200510MBA142.4.2.4.1.2005200555%712005300090%270055%200413%355%3402700ADI102.4.2.200510020042.5G1.32005320062G/2.5G2006200610TI2G/2.5GTD-SCDMATD-SCDMA54,000TD-SCDMA3GTD-SCDMABenQTD-SCDMATDSCDMA5TD-SCDMA3GTD-SCDMATD-SCDMA3G5%2.4.3.TIADIMP3MTKMTK80%MBA1530%TIMTKMTK232004FIGURE2-3ChinaCellphonePlatformMarketSharein2004242005FIGURE2-4ChinaCellphonePlatformMarketSharein2005MBA162.5.,200320042005390%2.6.ODM,,NEC200530003003200020002001MBA172001802.7.2.7.1.TCL1TCL2004831TCLTCL-TCL55%45%GSM/GPRSGSM450TCLCDMATCLTCLTCLTCLTCLTCLTCLTCLTCLTCLAnalogDevicesTTPComGSMGPRSElektrobit23CDMAEricssonMobilePlatformsEMP(2)TCLMBA18TCL200120011TCLTCL3000TCL1999TCL200030002002TCL90TCLTCLTCL1997ERP2.7.2.PC2005459610437.12005“SPPED”10,IT1200470%2004200420043G2001PocketPCoMBA19802ITSymbian2005SymbianPPCHopenPDAPC3G2.7.3.119999200020032001300200210002003(2)41400150005MBA202.7.4.200421210005GSMPHSCDMA12004CCTV-520CCTV20041000CDMACDMA21525GSMFD30FD2PHSCDMAGSMPHSCDMAGSM10080MBA21,(3)2002Z18A100A200A80A86A88A900A95I7I9G60G9004052.7.5.SWOT2-1SWOT3G3GMBA222.8.2.8.1.1988HSDPA/WCDMA/EDGE/GPRS/GSM,CDMA20001xEV-DO/CDMA20001x,TD-SCDMAWiMAXIMS,MobileSoftswitch,NGNFTTX,xDSL,,LANSwitch(IN,mobiledataservice,Boss)UMTS/CDMA5633348%200693016887285010200545340%58%5028VodafoneBTTelefonicaVodafoneUMTSVodafo