華為手機(jī)環(huán)境分析(共14頁)

1、華為企業(yè)(qy)環(huán)境(hunjng)分析。企業(yè)(qy)介紹華為技術(shù)有限公司是一家總部位于中國廣東深圳市的生產(chǎn)銷售電信設(shè)備的民營科技公司。是全球最大的電信網(wǎng)絡(luò)解決方案提供商，全球第二大電信基站設(shè)備供應(yīng)商。華為主要經(jīng)營范圍是交換、傳輸、無線和數(shù)據(jù)通信類電信產(chǎn)品，在電信領(lǐng)域?yàn)槭澜绺鞯氐目蛻籼峁┚W(wǎng)絡(luò)設(shè)備、服務(wù)、和解決方案。在2011年公布的2011年中國民營企業(yè)500強(qiáng)企業(yè)榜單中名列第一。同時華為也是世界500強(qiáng)中唯一一家沒有上市的公司，也是全球第六大手機(jī)廠商。宏觀環(huán)境分析政治法律環(huán)境我國進(jìn)入“十二五”規(guī)劃階段后，加大信息產(chǎn)業(yè)發(fā)展力度，積極開展3G建設(shè)及業(yè)務(wù)應(yīng)用；通信運(yùn)營商的重組和移動3G牌照的發(fā)放也

2、進(jìn)一步推動了通信設(shè)備的投資需求，中國政府為了加快發(fā)展擁有自主知識產(chǎn)權(quán)的民族工業(yè)，在政策上大力推TD-SCDMA 的 3G 標(biāo)準(zhǔn)和扶持兼容這一標(biāo)準(zhǔn)的國內(nèi)通信設(shè)備商，如華為、中興等。經(jīng)濟(jì)環(huán)境世界信息經(jīng)濟(jì)和互聯(lián)網(wǎng)產(chǎn)業(yè)的迅猛發(fā)展，為通信設(shè)備制造業(yè)提供了難得的發(fā)展機(jī)遇和巨大的發(fā)展空間，使其成為目前發(fā)展速度最快的行業(yè)之一。中國電信業(yè)重組后，3G建網(wǎng)逐步展開，TD、CDMA和WCDMA的建設(shè)尤其快速壯大，市場規(guī)模有望繼續(xù)擴(kuò)大，這給通信設(shè)備商，尤其是中國廠商帶來了巨大的機(jī)會。社會(shhu)環(huán)境經(jīng)濟(jì)結(jié)構(gòu)調(diào)整發(fā)揮重要作用，通信業(yè)保持持續(xù)、健康發(fā)展將為實(shí)現(xiàn)全面建設(shè)小康社會的目標(biāo)做出新貢獻(xiàn)(gngxin)。這一系列

3、的發(fā)展戰(zhàn)略舉措為我國的通信業(yè)包括設(shè)備制造商和電信運(yùn)營商在內(nèi)的各相關(guān)產(chǎn)業(yè)鏈提供了良好的發(fā)展契機(jī)和大環(huán)境。技術(shù)(jsh)環(huán)境 隨著科學(xué)技術(shù)的發(fā)展，信息技術(shù)使信息傳遞更快、更便捷，促進(jìn)了全球經(jīng)濟(jì)協(xié)調(diào)機(jī)制的形成。科學(xué)、技術(shù)、生產(chǎn)之間以及各門科學(xué)和各項(xiàng)技術(shù)之間的關(guān)系更加緊密，科技成果轉(zhuǎn)化為生產(chǎn)力的速度空前加快，極大地提高了勞動生產(chǎn)率。三、微觀環(huán)境分析1、競爭環(huán)境Sony通訊無線設(shè)備全球市場占有率33%，技術(shù)先進(jìn)，在業(yè)內(nèi)屬于技術(shù)和商業(yè)模式的引領(lǐng)者，有最為強(qiáng)大的科研能力，早在2005年就發(fā)布了節(jié)能降耗的基站產(chǎn)品和與電信運(yùn)營商共同運(yùn)營的商業(yè)模式等等，成為華為等業(yè)界競爭者的模仿對象。在近期的“2010中國通信人

4、才發(fā)展論壇”上被評為“最佳雇主”。Juniper網(wǎng)絡(luò)公司的客戶來自全球各行各業(yè)，包括主要的網(wǎng)絡(luò)運(yùn)營商、企業(yè)、政府機(jī)構(gòu)以及研究和教育機(jī)構(gòu)等。Juniper網(wǎng)絡(luò)公司推出的一系列聯(lián)網(wǎng)解決方案，提供所需的安全性和性能來支持全球最大型、最復(fù)雜、要求最嚴(yán)格的關(guān)鍵網(wǎng)絡(luò)。目前，Juniper僅在中國設(shè)有辦事處，未設(shè)立分公司，它不僅是華為的主要競爭對手，同樣也是思科的主要競爭對手。2、企業(yè)(qy)內(nèi)部環(huán)境（1) 企業(yè)(qy)資源 2013財(cái)年華為實(shí)現(xiàn)銷售收入395億美元，同比增長(zngzhng)8.5%，凈利潤為34.7億美元，同比增長34.4%。而根據(jù)之前愛立信公布的年報(bào)，2013年愛立信營業(yè)收入353億美

5、元，與2012年基本持平，凈利潤為19億美元。從營收數(shù)據(jù)來看，2013年華為的銷售收入首次超越愛立信，成為全球最大的設(shè)備商。在專利方面，截至2008年，華為在國際專利申請量排名榜上居于首位。而且華為與眾多世界領(lǐng)先的運(yùn)營商建立了長期、穩(wěn)固的伙伴關(guān)系。截至2008年，全球50強(qiáng)運(yùn)營商中，包括Telefonica、法國電信、沃達(dá)豐、中國移動、英國電信、中國電信、中國聯(lián)通和中國網(wǎng)通等在內(nèi)的31家選擇了華為作為合作伙伴。（2) 企業(yè)能力 華為全球有48%的員工從事研發(fā)工作，每年將不低于10%的銷售額作為研發(fā)投入，這些保證了公司的技術(shù)領(lǐng)先和儲備，同時，由于華為人力資源成本比發(fā)達(dá)國家低，產(chǎn)品較之便宜很多。華

6、為在國際通信運(yùn)營商中已逐漸樹立一個性價(jià)比高、快速響應(yīng)的形象。（3) 企業(yè)核心能力 華為的“狼性”文化強(qiáng)調(diào)團(tuán)結(jié)、奉獻(xiàn)、學(xué)習(xí)、創(chuàng)新、獲益與公平，更強(qiáng)調(diào)積極進(jìn)取，以績效為導(dǎo)向。有著一套獨(dú)特的人力資源管理方法，為華為保持其“狼性文化”、“奉獻(xiàn)精神”提供了保證。先進(jìn)的生產(chǎn)工藝體系縮短了產(chǎn)品的生產(chǎn)周期，提高了生產(chǎn)效率和生產(chǎn)質(zhì)量。完整的供應(yīng)商認(rèn)證流程保證了產(chǎn)品和工程實(shí)施的質(zhì)量，贏得快速、高質(zhì)量、低成本的比較競爭優(yōu)勢。四、SWOT分析1、優(yōu)勢（1）產(chǎn)品(chnpn)和技術(shù)。華為能在高端市場上站住腳靠的是自主研發(fā)了全球尖端核心技術(shù)(jsh)。華為是“世界少數(shù)幾家能提供下一代交換(jiohun)系統(tǒng)的廠家”是申請

7、專利最多的企業(yè)，3G坐擁數(shù)項(xiàng)行業(yè)創(chuàng)新者。（2）低價(jià)優(yōu)勢國內(nèi)低廉的勞動力使得華為在產(chǎn)品成本上比國外廠商更具有價(jià)格優(yōu)勢。 （3）立足中國用戶，本土化的服務(wù)，今天的中國不僅是全球網(wǎng)絡(luò)設(shè)備需求增長最迅速的地方，同時也在成為全球僅次于北美的網(wǎng)絡(luò)設(shè)備供應(yīng)基地。 （4）研發(fā)投入，在研發(fā)投入上，華為的投入比例已達(dá)到國際高技術(shù)公司的平均水平之上。市場領(lǐng)先度與跨國公司基本達(dá)到一致。80%以上主要產(chǎn)品采用前沿技術(shù)。2、劣勢（1）身為民營企業(yè)，領(lǐng)導(dǎo)人的個人色彩濃烈，決策失誤很容易出現(xiàn)；華為推崇狼性，競爭殘酷。（2）財(cái)力資源比較薄弱。由于華為沒有上市，其財(cái)力與阿爾卡特，思科等相比要薄弱的多。 （3）由于人們對中國企業(yè)創(chuàng)

8、新能力的懷疑，使得華為生產(chǎn)出來的產(chǎn)品遭遇到質(zhì)疑。同時，華為的低價(jià)策略，也容易使人懷疑產(chǎn)品的可靠性。 （4）低調(diào)的公關(guān)風(fēng)格和不足的宣傳力度不利于提高企業(yè)形象 （5）華為的“床墊文化”和“狼性文化”違背了人性化管理要求，不利于員工的身心發(fā)展，勢必會影響工作效率。3、機(jī)會電信業(yè)的快速發(fā)展，給華為帶來了機(jī)遇，華為的優(yōu)勢在于WCDMA。早在1998年，華為就開始了WCDMA測試終端產(chǎn)品的研發(fā)工作，并陸續(xù)在中國的北京、上海、深圳以及全球范圍的歐洲、美國、韓國等區(qū)域建有研發(fā)分支機(jī)構(gòu)。從2000年開始，WCDMA測試UE已成為各3G網(wǎng)絡(luò)設(shè)備廠商重要的網(wǎng)絡(luò)測試工具。當(dāng)時全球3G網(wǎng)絡(luò)尚處于大規(guī)模商用的前夕，外國電

9、信巨頭還未形成壟斷市場的局面，所以在時間上對華為大力發(fā)展3G終端非常有利。依據(jù)國外的經(jīng)驗(yàn)來看，在以數(shù)據(jù)增值應(yīng)用服務(wù)為主的3G市場，3G手機(jī)終端作為運(yùn)營商語音與數(shù)據(jù)服務(wù)的載體和差異化競爭優(yōu)勢的集中體現(xiàn)，將會越來越多地走向定制，這將提高手機(jī)終端產(chǎn)業(yè)的門檻，擁有研發(fā)技術(shù)優(yōu)勢等核心競爭力的國內(nèi)通信設(shè)備廠商將搶占先機(jī)。4、威脅(wixi)（1）與思科，阿爾卡特等企業(yè)相比，華為在人力資源，以及(yj)設(shè)計(jì)、部署網(wǎng)絡(luò)這些方面處于劣勢。 隨著電信運(yùn)營商更加考慮網(wǎng)絡(luò)功能和性能，華為的“價(jià)格(jig)殺手锏”有可能失去吸力。 （2）全球電信提供商正把更多業(yè)務(wù)活動轉(zhuǎn)移到中國，以利用中國低成本的工程和制造能力。這將使

10、華為的低價(jià)優(yōu)勢不再明顯，競爭壓力加大。 （3）金融危機(jī)過后，各國為促進(jìn)本國經(jīng)濟(jì)發(fā)展必將采取各種嚴(yán)格的保護(hù)措施，可能對我國通信產(chǎn)品出口造成較大的影響。 （4）國內(nèi)電信市場的日趨開放和進(jìn)口關(guān)說的下調(diào)，使得華為將面臨國際上實(shí)力雄厚的企業(yè)的全面挑戰(zhàn)五、戰(zhàn)略選擇 綜合以上分析，我認(rèn)為華為公司應(yīng)采取發(fā)展戰(zhàn)略，通過產(chǎn)品多元化的轉(zhuǎn)變，抓住通信行業(yè)飛速發(fā)展，中國人力資源廉價(jià)，中國企業(yè)逐步得到國外客戶認(rèn)可這一些有利條件，把握機(jī)會，發(fā)揮自身企業(yè)規(guī)模大服務(wù)質(zhì)量高等等優(yōu)勢，加快步伐，向更高水平邁進(jìn)。繼續(xù)(jx)秉承“以客戶(k h)為中心”，基于客戶的需求，逐步建立在電信網(wǎng)絡(luò)、全球服務(wù)和終端三大業(yè)務(wù)領(lǐng)域的綜合優(yōu)勢，為客

11、戶提供云、管、端產(chǎn)品和解決方案，幫助運(yùn)營商改善收益、提升帶寬競爭力和降低(jingd)總擁有成本，實(shí)現(xiàn)商業(yè)成功。六、戰(zhàn)略實(shí)施 1. 基于客戶需求驅(qū)動，華為逐步建立起包括電信基礎(chǔ)網(wǎng)絡(luò)、業(yè)務(wù)與軟件、專業(yè)服務(wù)和終端四大業(yè)務(wù)領(lǐng)域在內(nèi)的端到端綜合優(yōu)勢，致力于為客戶提供有競爭力的通信解決方案和服務(wù)，幫助運(yùn)營商改善收益、提升帶寬競爭力和降低總擁有成本，實(shí)現(xiàn)商業(yè)成功。2. 立足電信行業(yè)，在相關(guān)行業(yè)實(shí)行橫向多元化發(fā)展。 3. 通過兼并與收購的手段，調(diào)整產(chǎn)業(yè)結(jié)構(gòu)，利用收購?fù)黄瀑Q(mào)易壁壘、突破新的市場。 4. 持續(xù)內(nèi)部組織變革、流程重整，根據(jù)產(chǎn)業(yè)結(jié)構(gòu)調(diào)整組織結(jié)構(gòu)，使之更有效、更有針對性。5. 加強(qiáng)在研發(fā)創(chuàng)新方面的投入

12、，資源向原創(chuàng)性創(chuàng)新傾斜。Huawei mobile environment analysisCompanies to introduceHuawei technologies co., LTD is a production and sales headquarters is located in shenzhen guangdong China telecom equipment of private technology companies. Is the worlds largest telecom network solutions provider, the worlds secon

13、d largest telecommunications base station equipment suppliers. Huaweis main business scope is switching, transmission, wireless telecommunication and data communication products, to provide customers around the world in the field of telecommunications network equipment, services, and solutions. In 2

14、011, published in 2011 came out first in the list of top fortune 500 companies, Chinas private enterprises. At the same time, huawei is also the only one not listed in the fortune 500 companies, is also the worlds sixth-largest handset-maker.Macro environment analysis1.The political and legal enviro

15、nment After our country entered the stage of twelfth five-year plan, increase the intensity of information industry development, actively carry out 3 g construction and business applications; The restructuring of the communications operators and mobile 3 g licence issued also further promote the com

16、munication equipment investment demand, the Chinese government in order to speed up the development of national industry with independent intellectual property rights, in policy vigorously push the td-scdma 3 g standard and compatible with the standard support domestic communications equipment busin

17、ess, such as huawei, zte, etc. 2.The economic environment World information economy and the rapid development of Internet industry, to communication equipment manufacturing industry has provided the rare development opportunity and huge space for development, make it become one of the fastest growin

18、g industry at present. After China telecom restructuring, the 3 g network creation gradually unfolds, TD, CDMA and WCDMA construction especially rapidly expand, the size of the market is expected to continue to expand, the communications equipment business, especially the Chinese manufacturers are o

19、f great opportunity. 3.The social environment Play an important role in the economic structure adjustment, the telecommunication industry will maintain sustained, healthy development to achieve the comprehensive construction affluent societys goal to make new contributions. This a series of developm

20、ent strategy for our countrys telecommunication industry, including equipment manufacturers and telecommunications operators, each related industrial chain provides a good opportunity of development and the environment. 4.Technical environment With the development of science and technology, informat

21、ion technology, the information transmission faster, more convenient, promote the formation of the global economic coordination mechanism. Between science, technology, production, and each of the relationship between science and technology more closely, unprecedented acceleration of scientific and t

22、echnological achievements into productivity, has greatly raised Labour productivity. The micro environmental analysis1.The competitive environmentSony communication wireless equipment market share of 33%, advanced technology, in the industry belongs to the leading technology and business models, the

23、 most powerful scientific research ability, as early as 2005 issued a base of energy saving of the product and the operations of the business model, etc., together with the telecom operators become the industry competitors such as huawei mock objects. In the recent 2010 China communications talents

24、development BBS was named best employer. Juniper networks of customers from all walks of life around the world, including the main network operators, enterprises, government agencies, as well as research and education institutions, etc. Juniper network company launched a series of networking solutio

25、ns, to provide the necessary security and performance to support the worlds largest and most complex, the key to the most stringent requirements of the network. At present, Juniper only has offices in China, did not establish a branch, it is not only the huaweis main rival, is also a ciscos main riv

26、al2. Enterprise internal environment2.1 Enterprise resourcesIn fiscal year 2013 huawei sales income of $39.5 billion, up 8.5% from a year earlier, net income of $3.47 billion, up 34.4% from a year earlier. And according to annual report published before Ericsson, Ericsson in 2013 operating income of

27、 $35.3 billion, essentially flat with 2012, the net income of $1.9 billion. From the point of sales data, in 2013 sales revenue for the first time Ericsson, as the worlds largest equipment business. In terms of patents, by the end of 2008, huawei in the international patent filings rankings in the f

28、irst place. And huawei, with many of the worlds leading operators set up long-term and stable partnership. By 2008, the global top 50 operators, including Telefonica, France telecom, vodafone, China mobile, British telecom, China telecom, China unicom and China netcom, 31 chose huawei as a partner.2

29、.2 Enterprise competenceHuaweis global 48% of workers engaged in research and development work, as r&d spending will not be less than 10% of annual sales, these ensure the companys leading technology and reserves, at the same time, due to huaweis human resource cost is lower than the developed count

30、ries, the product is much cheaper than. Huawei in the international communications operators has gradually set up the image of a cost-effective, rapid response.2.3 Enterprise core competenceHuaweis Wolf cultural unity, dedication, learning, innovation, benefit and fairness, and more emphasis on the

31、positive enterprising, performance oriented. Has a unique set of human resource management method, for huawei to maintain its Wolf culture, dedication provides a guarantee. Advanced production technology system shortened product production cycle, improve the production efficiency and production qual

32、ity. A complete supplier certification process to ensure the quality of the product and project implementation, win the fast, high quality and low cost more competitive advantage.SWOT 1Strength1.1 product and technology. Is the research and development, similar manufacturers in the country, the stre

33、ngth of huawei in this respect is recognized as second to none. Huawei can stand in the high-end market thanks to the independent research and development of the global advanced core technology. Huawei is the minority several offers of next generation exchange system manufacturer . Is the most enter

34、prises to apply for a patent in China, 3 g, sitting on several industry innovation. Its production of communication products are mostly based on their research and development of independent property products, fully echo the needs of their customers. 1.2 low cost advantage, domestic cheap labor make

35、s huawei on the product cost more than foreign manufacturers have price advantage. 1.3 based on Chinese users, localization services, China today is not only one of the fastest demand growth in the global network equipment, as well as to become the world second only to the network equipment supply b

36、ase of North America. 1.4 spending on research and development on the r&d, huawei investment proportion has reached the international high-tech companies above average. Market leading and multinational companies reached agreement. More than 80% of the main products adopt frontier technology.2. Weakn

37、ess2.1 as a private enterprise, leaders, is said to have personal decision-making errors are easy to appear; Huawei promoting sex Wolf, cruel competition. 2.2. weak financial resources. Because huawei has not listed, its financial resources and alcatel, cisco and other than weak. 2.3 because people

38、doubt about Chinese enterprise innovation ability, make the product turn out huawei to questioning. At the same time, huaweis low price strategy, also easy to cast doubt on the reliability of the product. 2.4 low-key style of public relations, and the lack of publicity is not conducive to improve th

39、e corporate image 2.5 huawei mattress culture and Wolf culture has violated the humanized management requirements, is not conducive to employees physical and mental development, is bound to affect the work efficiency.3. OpportunityThe rapid development of telecommunication industry, brought opportun

40、ity to huawei, unlimited business opportunities of 3 g market in China. Began as early as in 1998, huawei WCDMA test terminal product research and development work, and also in Beijing, Shanghai and shenzhen China and Europe, the United States, South Korea and other areas of the world with r&d branc

41、hes.4. Threat4.1 With cisco, alcatel, compared to companies such as huawei in human resources, as well as the design and deployment of the network these aspects at a disadvantage. As telecom operators more considering network functionality and performance, huaweis killer app price could lose suction

42、.4.2 Global telecommunications providers are moving more business activities to China, to take advantage of low-cost Chinese engineering and manufacturing capabilities. This will lead to low cost advantage is no longer obvious, huawei competition pressure.4.3 In the wake of the financial crisis, cou

43、ntries to promote the development of the economy is bound to take all kinds of strict protection measures, may cause bigger effect communication products export to our country.4.4 the domestic telecommunications market increasingly open and lower import tariffs, huawei will face a strong internation

44、al enterprises comprehensive challenge.A strategic choiceComprehensive the above analysis, I think the company should adopt development strategy, through the change of product diversification, seize the communications industry rapid development, China human resources cheap, Chinese companies have been recognized by foreign clients that some favorable conditions, grasp the opportunity, gi