华为案例分析-HUAWEI英文.ppt

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1、Page 1The Globalization of HUAWEI About HUAWEI1 Globalization 2 HUAWEI In Africa3 HUAWEI In Europe4Page 2 Inspiration5The Globalization of HUAWEIAbout HUAWEI1.Information3.Culture2.Business4.VisionPage 3 HUAWEI-not just one of the top 500 enterprises“The rise of it(HuaWei)is the disaster of foreign

2、multinationals”.The EconomistAbout HUAWEI“Now,Huawei is everywhere,it has already shown his mettle.I feel nothing wrong if Huawei comes in the South Pole as well”.Page 4 HUAWEI-not just the top 500 enterprises Page 5About 170,000 employeesSales 287,000,000,000Whats HuaWei?2014Only 14 employeesCapita

3、l 21,000On the list of 100 world brand valueRanks 287th in world top five hundred1987A communication technology company About HUAWEI-InformationPage 6ProductsAbout HUAWEI-BusinessPage 7For EnterpriseProducts SupportSoftware DownloadSubmit Service RequestServices NewsTrainingPartner Support AreaTechn

4、ical ForumFor CarriersProduct SupportGroup SpaceDocumentation ExpressTrainingHedEx liteHuawei AnswersFor ConsumerManualsTech SpecsDownloadsFAQsService CentersServices&SupportAbout HUAWEI-BusinessPage 8 Corporate Culture Wolf CultureEfficient managementCustomer uppermostTechnology innovationAbout HUA

5、WEI-CulturePage 9ABCAA keen sense of smellBPersistent and courageous offensive spiritCTeam work5G technologyMaximize the powerBeat competitors Wolf CultureAbout HUAWEI-CulturePage 10HUAWEI Basic LawRotating CEO systemHired IBM consultants to reform the firms management model1996199820112008Efficient

6、 managementAbout HUAWEI-CulturePage 11Theonlyreasonforourexistenceistoservecustomers.one stop serviceMeet customer needsLow pricegood quality good after-sales serviceCustomer uppermostAbout HUAWEI-CulturePage 12About HUAWEI-VisionLOGO GlobalizationPage 13Page 14Development ProcessThe first step:targ

7、eting Hong Kong,the neighbor of Shenzhen.The third step:After 2000,Huawei has begun to expand in other regionsThe second step:Huawei began to consider the markets of developing countriesThe fourth step：Huawei began to develop the European marketPage 15The history of developmentYear1987EstablishesinS

8、henzhenwithassalesagentforHongKongcompanyproducingPrivateBranchExchange(PBX)switches.Year1992InitiatesR&Dandlaunchesruraldigitalswitchingsolution.Year1997LauncheswirelessGSM-basedsolutions.Year1999EstablishesR&DcentreinBangalore,India（印度班加罗尔）Year2000）EstablishesR&DcenterinStockholm,Sweden.（瑞典斯德哥尔摩）Y

9、ear2004EstablishesjointventurewithSiemens（西门子）todevelopTD-SCDMAsolutionsYear2005InternationalcontractordersexceeddomesticsalesforthefirsttimeSelectsasapreferredtelecomsequipmentsupplierandsignsGlobalFrameworkAgreementwithVodafone,Selectsasapreferred21CenturyNetwork(21CN)supplierbyBritishTelecom(BT)t

10、oprovidemulti-servicenetworkaccess(MSAN)componentsandopticaltransmissionequipmentYear2006EstablishesShanghai-basedjointR&DCenterwithMotorola（摩托罗拉）todevelopUMTStechnologies专用分组交换机(privatebranchexchange)全球移动通信系统(GlobalSystemforMobileCommunications)第三代移动通信标准(简称3G)通用移动通信系统（Universal Mobile Telecommunica

11、tions System）Page 16The history of developmentYear2008RecognizedbyBusinessWeekasoneoftheworldsmostinfluentialcompaniesRanksNo.3byInformaintermsofworldwidemarketshareinmobilenetworkequipmentFirstlargescalecommercialdeploymentofUMTS/HSPAinNorthAmerica,forTELUSandBellCanadaRanksNo.1byABIinmobilebroadba

12、nddeviceshavingshippedover20millionunitsYear2009RanksNo.2inglobalmarketshareofradioaccessequipmentSuccessfullydeliverstheworldsfirstLTE/EPCcommercialnetworkforTeliaSonerainOsloNorwayLaunchestheworldsfirstend-to-end100GsolutionfromrouterstotransmissionsystemYear2010Deployedover80SingleRANnetworksamon

13、gwhich28werecommercialLTE/EPCnetworksEstablisheditsCyberSecurityEvaluationCentreintheUKSignedaVoluntaryGreenAgreementwiththeChinaMinistryofIndustryandInformationTechnology(MIIT)JoinedtheUNBroadbandCommissionforDigitalDevelopmentAwardedthe2010CorporateUseofInnovationAwardbyTheEconomistRussiaMiddleEas

14、tIndiaAfricaEuropeSouthAmericaUnitedStatesSoutheastAsiaPage 18From Red Sorghum to high technology（从红高粱到高科技）OvercometheculturaldifferenceEncirclingthecities（农村包围城市）AttentiontodetailPage 191.Overcome the cultural difference单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加段落文字内容Before traveling abroad,Huaweis staff will

15、receive training in the training department.But the culture that places,values,religion and lifestyle is not suited to them.They met a lot of problems that they never imagined.Because of Chinas media underdevelopment at that time,Foreigners did not knew the situation of China.Especially the Red Sorg

16、hum(红高粱)won the award,they also thought that Chinese people are now living in conditions like Red Sorghum.To solve these difficulties,Huawei actively participate in trade exhibitions.In this way,Foreigners understand Huawei clearly.Page 202.Encircling the cities(农村包围城市)单击此处添加段落文字内容单击此处添加段落文字内容单击此处添加

17、段落文字内容AlthoughtherearemanygapsbetweenChinasandDevelopedcountrieshigh-techenterprises,wehaveadvantagescomparedwithdevelopingcountries.Huaweisstrategies:NewSilkRoad:InviteforeigninvestorstoChina,TounderstandChinaandHuawei.Participateinvariousexhibitions.Page 213.Attention to detail单击此处添加段落文字内容单击此处添加段落

18、文字内容单击此处添加段落文字内容Huaweiisveryattentivetointernationalcustomerservice.InHuaweisheadquarters,wecanseearoomcoveredwithathickcarpet.Fewvisitorsknewusesofthisroom,afteraskingothers,weknewthatitwasdesignedforArabianclientstopray.Page 22AdvantagesThe cost advantage:A Chinese engineers salary is one-third to

19、 one-fourth of Europe.Legal working time is 1.5 times of Europe and often work overtime.1Quality service:Huawei has established more than 100 branches,marketing and service network worldwide,to provide customers with fast,high-quality service in the world.2Technical advantages:Huawei has invested mo

20、re than 5 billion yuan in total and nearly 6,000 people in 3G in countries such as the United States,Sweden,India and Russia to set up a number of R&D centers.3Page 23DisadvantagesWeaker financial resources:Huawei is not a listed company and consequently does not financing in the capital markets.To

21、a certain extent,it caused the opaque of Huawei,which discourages its globalization.1Historical influence:Foreigners suspect innovation capability of Chinese enterprises,making Huaweis products more likely to be questioned2The risk of trade discrimination,technical standards and the soft barriers:Af

22、ter the financial crisis,in order to promote their local economic development,countries is bound to take strict protection measures.3LOGOHAIWEI IN AFRICAPage 24Market Share In AfricaEricssonHUAWEIPage 25CiscoAnalysisPrudentPricingStrategy1R&DStrategy2LocalizationStrategy3Page 26Prudent Pricing Strat

23、egy文字内容Page 27Target Pricing MethodOneCompetition-oriented Pricing MethodTwoR&D InputR&D StrategyKnowledge Accumulation Page 28R&D InputPage 29Localization StrategyOEMReliable AgentLive as a responsible enterprise citizenWord-of-mouthEffectBrandEffect60%of employees are local citizenPage 30LOGOPage

24、31Page 322.Before 2004,the companys sales have no major breakthrough1.Beginning in 2001,taking Germany as a starting point to enter the Western European market,in cooperation with well-known local agents,Huawei successfully entered Germany,France,Spain,Britain and other developed regions and countri

25、es.3.Since2005,HUAWEI has finally ushered in the harvest,its business began to grow in Europe,the companys sales has reached$4 million in Europe this year.Today,Huawei has set up a number of subsidiaries in the UK,Poland,Germany,France,Italy,Spain,and other European countries,its research,service,tr

26、aining,and production and sales operations throughout EuropeHuaweis strategy in Europe单击此处添加标题Company-levelstrategy1 Competitive-level strategy2 Function-level strategy34Page 33Strategic analysis of HUAWEI in EuropeStrategic analysis of HUAWEI in Europe1.As of January 2014,Huawei has established two

27、 research centers in Europe,under the jurisdiction of 14 research institutions,established six competence center for finance,marketing,service and other areas单击此处添加标题2.Over 9900 staff in Europe,including 1200 in research and developmentPage 34Huawei Europe Update3.Revenue$46billionin2014,Europeaccou

28、ntsfornearly30%HuaWei Europe MilestonesPage 362000setupthefirstEuropeanR&DcenterinStockholmSweden20012001wonthefirstcontractinGermany,then10GSDHwasdeployed2003BTconductedthepartenrshipevaluationtoHuaWei,HuaWeisetupabusinesscenterinBasingstoke2004SIgnificantbreakthrough:TelfortchoseHuaWeitodeployits3

29、Gnetwork2005BTselectedHuaweiaspreferredsuppliersfortheON&ANforits21cnnetwork.VodafonesignedagreementwithHuaweiforitsglobalmobilenetwork2006Establishedpartnershipswithalltier-oneoperatorsinEurope.SetupbusinessoperationcenterinDsseldorf2007ChosenbyT-MobiletoupgradeitsPacketCorenetworkin5keyEuropeanmar

30、kets2008201020092011LargescaleMicrowaveforTelefnicaO2Germany;LeadingClusterRouterNE5000EforTMO&SonaecomWonworlds1stcommercialLTEcontractfromTeliaSoneraandwirelesssolutionsmadegreatmarketachievementsVodafoneD2selectedHuaweiasonesuppliertoupgradeallitsBTStoLTE.IPcorerouterschosenbyFTandBT.2011isthe10t

31、hyearsanniversaryofactivityinEuropeanmarketHuaweis successful inspirationRevelation1Awayfromthedevelopedmarkets,Therebyreducingtheriskofentering,Withthelow-coststrategy,focusingonselectedtobigdevelopingcountriesasatargetmarket,Andthentofocusonhigh-endproductstoenterthemarketsofdevelopedcountriesacti

32、vely。Revelation2Withthefinancingpartnershelp,strengthencapitalcontrol,rigidloanrecovery,protectionofmarketdevelopment,andactivelycooperatewithlocaloperators,implementationoflocalizationoperations.Revelation3Goodprices,excellentserviceandquickresponsetocustomerisimportantforenterprisestogaincompetitiveadvantages.