华为案例分析-HUAWEI英文.ppt
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华为案例分析-HUAWEI英文.ppt
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Page1,TheGlobalizationofHUAWEI,AboutHUAWEI,1,Globalization,2,HUAWEIInAfrica,3,HUAWEIInEurope,4,Page2,Inspiration,5,TheGlobalizationofHUAWEI,AboutHUAWEI,1.Information,3.Culture,2.Business,4.Vision,Page3,HUAWEI-notjustoneofthetop500enterprises,“Theriseofit(HuaWei)isthedisasterofforeignmultinationals”.TheEconomist,AboutHUAWEI,“Now,Huaweiiseverywhere,ithasalreadyshownhismettle.IfeelnothingwrongifHuaweicomesintheSouthPoleaswell”.,Page4,HUAWEI-notjustthetop500enterprises,Page5,About170,000employeesSales287,000,000,000,WhatsHuaWei?
Only14employeesCapital21,000,Onthelistof100worldbrandvalue,Ranks287thinworldtopfivehundred,1987,Acommunicationtechnologycompany,AboutHUAWEI-Information,Page6,Products,AboutHUAWEI-Business,1,3,2,Page7,ForEnterpriseProductsSupportSoftwareDownloadSubmitServiceRequestServicesNewsTrainingPartnerSupportAreaTechnicalForum,ForCarriersProductSupportGroupSpaceDocumentationExpressTrainingHedExliteHuaweiAnswers,ForConsumerManualsTechSpecsDownloadsFAQsServiceCenters,Services&Support,AboutHUAWEI-Business,Page8,CorporateCulture,WolfCulture,Efficientmanagement,Technologyinnovation,AboutHUAWEI-Culture,Page9,AAkeensenseofsmell,BPersistentandcourageousoffensivespirit,CTeamwork,5Gtechnology,Maximizethepower,Beatcompetitors,WolfCulture,AboutHUAWEI-Culture,Page10,AboutHUAWEI-Culture,Page11,Theonlyreasonforourexistenceistoservecustomers.,AboutHUAWEI-Culture,Page12,AboutHUAWEI-Vision,LOGO,Globalization,Page13,Page14,DevelopmentProcess,Thefirststep:
targetingHongKong,theneighborofShenzhen.,Thethirdstep:
After2000,Huaweihasbeguntoexpandinotherregions,Thesecondstep:
Huaweibegantoconsiderthemarketsofdevelopingcountries,Thefourthstep:
HuaweibegantodeveloptheEuropeanmarket,HongKong,Developingcountry,otherareas,Developedcountry,Page15,Thehistoryofdevelopment,Year1987EstablishesinShenzhenwithassalesagentforHongKongcompanyproducingPrivateBranchExchange(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)Year2004EstablishesjointventurewithSiemens(西门子)todevelopTD-SCDMAsolutionsYear2005InternationalcontractordersexceeddomesticsalesforthefirsttimeSelectsasapreferredtelecomsequipmentsupplierandsignsGlobalFrameworkAgreementwithVodafone,Selectsasapreferred21CenturyNetwork(21CN)supplierbyBritishTelecom(BT)toprovidemulti-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(UniversalMobileTelecommunicationsSystem),Page16,Thehistoryofdevelopment,Year2008RecognizedbyBusinessWeekasoneoftheworldsmostinfluentialcompaniesRanksNo.3byInformaintermsofworldwidemarketshareinmobilenetworkequipmentFirstlargescalecommercialdeploymentofUMTS/HSPAinNorthAmerica,forTELUSandBellCanadaRanksNo.1byABIinmobilebroadbanddeviceshavingshippedover20millionunitsYear2009RanksNo.2inglobalmarketshareofradioaccessequipmentSuccessfullydeliverstheworldsfirstLTE/EPCcommercialnetworkforTeliaSonerainOsloNorwayLaunchestheworldsfirstend-to-end100GsolutionfromrouterstotransmissionsystemYear2010Deployedover80SingleRANnetworksamongwhich28werecommercialLTE/EPCnetworksEstablisheditsCyberSecurityEvaluationCentreintheUKSignedaVoluntaryGreenAgreementwiththeChinaMinistryofIndustryandInformationTechnology(MIIT)JoinedtheUNBroadbandCommissionforDigitalDevelopmentAwardedthe2010CorporateUseofInnovationAwardbyTheEconomist,Russia,MiddleEast,India,Africa,Europe,SouthAmerica,UnitedStates,SoutheastAsia,Page18,FromRedSorghumtohightechnology(从红高粱到高科技),Overcometheculturaldifference,Encirclingthecities(农村包围城市),Attentiontodetail,Page19,1.Overcometheculturaldifference,1,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,Beforetravelingabroad,Huaweisstaffwillreceivetraininginthetrainingdepartment.Buttheculturethatplaces,values,religionandlifestyleisnotsuitedtothem.Theymetalotofproblemsthattheyneverimagined.BecauseofChinasmediaunderdevelopmentatthattime,ForeignersdidnotknewthesituationofChina.EspeciallytheRedSorghum(红高粱)wontheaward,theyalsothoughtthatChinesepeoplearenowlivinginconditionslikeRedSorghum.Tosolvethesedifficulties,Huaweiactivelyparticipateintradeexhibitions.Inthisway,ForeignersunderstandHuaweiclearly.,Page20,2.Encirclingthecities(农村包围城市),1,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,AlthoughtherearemanygapsbetweenChinasandDevelopedcountrieshigh-techenterprises,wehaveadvantagescomparedwithdevelopingcountries.Huaweisstrategies:
NewSilkRoad:
InviteforeigninvestorstoChina,TounderstandChinaandHuawei.Participateinvariousexhibitions.,Page21,3.Attentiontodetail,1,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,Huaweiisveryattentivetointernationalcustomerservice.InHuaweisheadquarters,wecanseearoomcoveredwithathickcarpet.Fewvisitorsknewusesofthisroom,afteraskingothers,weknewthatitwasdesignedforArabianclientstopray.,Page22,Advantages,Thecostadvantage:
AChineseengineerssalaryisone-thirdtoone-fourthofEurope.Legalworkingtimeis1.5timesofEuropeandoftenworkovertime.,1,Qualityservice:
Huaweihasestablishedmorethan100branches,marketingandservicenetworkworldwide,toprovidecustomerswithfast,high-qualityserviceintheworld.,2,Technicaladvantages:
Huaweihasinvestedmorethan5billionyuanintotalandnearly6,000peoplein3GincountriessuchastheUnitedStates,Sweden,IndiaandRussiatosetupanumberofR&Dcenters.,3,Page23,Disadvantages,Weakerfinancialresources:
Huaweiisnotalistedcompanyandconsequentlydoesnotfinancinginthecapitalmarkets.Toacertainextent,itcausedtheopaqueofHuawei,whichdiscouragesitsglobalization.,1,Historicalinfluence:
ForeignerssuspectinnovationcapabilityofChineseenterprises,makingHuaweisproductsmorelikelytobequestioned,2,Theriskoftradediscrimination,technicalstandardsandthesoftbarriers:
Afterthefinancialcrisis,inordertopromotetheirlocaleconomicdevelopment,countriesisboundtotakestrictprotectionmeasures.,3,LOGO,HAIWEIINAFRICA,Page24,MarketShareInAfrica,1,3,2,Ericsson,HUAWEI,Page25,Cisco,Analysis,PrudentPricingStrategy,1,R&DStrategy,2,LocalizationStrategy,3,Page26,PrudentPricingStrategy,文字内容,Page27,TargetPricingMethod,One,Competition-orientedPricingMethod,Two,R&DInput,R&DStrategy,KnowledgeAccumulation,Page28,R&DInput,Page29,LocalizationStrategy,OEMReliableAgent,Liveasaresponsibleenterprisecitizen,Word-of-mouthEffectBrandEffect,1,60%ofemployeesarelocalcitizen,Employees,Channels,2,3,Localization,Page30,ConstructionInvestment,LOGO,Page31,Page32,2.Before2004,thecompanyssaleshavenomajorbreakthrough,1.Beginningin2001,takingGermanyasastartingpointtoentertheWesternEuropeanmarket,incooperationwithwell-knownlocalagents,HuaweisuccessfullyenteredGermany,France,Spain,Britainandotherdevelopedregionsandcountries.,3.Since2005,HUAWEIhasfinallyusheredintheharvest,itsbusinessbegantogrowinEurope,thecompanyssaleshasreached$4millioninEuropethisyear.,Today,HuaweihassetupanumberofsubsidiariesintheUK,Poland,Germany,France,Italy,Spain,andotherEuropeancountries,itsresearch,service,training,andproductionandsalesoperationsthroughoutEurope,HuaweisstrategyinEurope,单击此处添加标题,Company-levelstrategy,1,Competitive-levelstrategy,2,Function-levelstrategy,3,4,Page33,StrategicanalysisofHUAWEIinEurope,1.AsofJanuary2014,HuaweihasestablishedtworesearchcentersinEurope,underthejurisdictionof14researchinstitutions,establishedsixcompetencecenterforfinance,marketing,serviceandotherareas,单击此处添加标题,2.Over9900staffinEurope,including1200inresearchanddevelopment,Page34,HuaweiEuropeUpdate,3.Revenue$46billionin2014,Europeaccountsfornearly30%,HuaWeiEuropeMilestones,Page36,2000,setupthefirstEuropeanR&DcenterinStockholmSweden,2001,2001wonthefirstcontractinGermany,then10GSDHwasdeployed,2003,BTconductedthepartenrshipevaluationtoHuaWei,HuaWeisetupabusinesscenterinBasingstoke,2004,SIgnificantbreakthrough:
TelfortchoseHuaWeitodeployits3Gnetwork,2005,BTselectedHuaweiaspreferredsuppliersfortheON&ANforits21cnnetwork.VodafonesignedagreementwithHuaweiforitsglobalmobilenetwork,2006,Establishedpartnershipswithalltier-oneoperatorsinEurope.SetupbusinessoperationcenterinDsseldorf,2007,ChosenbyT-MobiletoupgradeitsPacketCorenetworkin5keyEuropeanmarkets,2008,2010,2009,2011,LargescaleMicrowaveforTelefnicaO2Germany;LeadingClusterRouterNE5000EforTMO&Sonaecom,Wonworlds1stcommercialLTEcontractfromTeliaSoneraandwirelesssolutionsmadegreatmarketachievements,VodafoneD2selectedHuaweiasonesuppliertoupgradeallitsBTStoLTE.IPcorerouterschosenbyFTandBT.,2011isthe10thyearsanniversaryofactivityinEuropeanmarket,Huaweissuccessfulinspiration,Revelation1,Awayfromthedevelopedmarkets,Therebyreducingtheriskofentering,Withthelow-coststrategy,focusingonselectedtobigdevelopingcountriesasatargetmarket,Andthentofocusonhigh-endproductstoenterthemarketsofdevelopedcountriesactively。
Revelation2,Withthefinancingpartnershelp,strengthencapitalcontrol,rigidloanrecovery,protectionofmarketdevelopme
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