英语资料：联想到战略Global strategy for lenovo

GlobalstrategyforlenovoContentØAbstractØIntroductionØLearningskillsandglobalizationStepone:researchlearning.Steptwo:microcosmiclearningStepthree:traillearningStepfour:deepenanddevelopmentlearningStepfive:reformenterpriseDNAØInternationalemployeeandLenovonextstepsdevelopmentØSupplychainØGlobalmarketinganddoubleoperationmodeØGlobalstrategyanddifferentiationstrategyØReformLenovobusinessDNAforbuildnewcompanycultureandglobaldevelopmentØSummaryØReferenceTableofContentsAbstractNowdays,moreandmorecompaniesaregoingglobal.InChinaLenovoisarepresentativeinthatarea.DuringIdotheresearchaboutGlobalstrategyIamveryinterestedintheLenovogroup.Itmightbetheearliestonegetsthemindaboutglobalization.Atthebeginningtoruncompanytheygetthemtargetisgoingglobal.InmypaperIfindsomeareaforthemstrategytrytofindawaytosuitforthisbigcompany.Iwilltakesevenpartstowrittenthispaper.Thereare:LearningskillsandglobalizationInternationalemployeeandLenovonextstepsdevelopmentSupplychainGlobalmarketinganddoubleoperationmodeGlobalstrategyanddifferentiationstrategyReformLenovobusinessDNANewcompanycultureandglobaldevelopmentThiswillbeasystemforacompanyshouldbetakingontheglobalway.IwanttoexplainwaystosuitableChinesecompanyaregoingtoglobal.Lenovoisacasetolearn.IntroductionLenovotakeagoalisinternationaliscomeupveryearly.LenovohasbeenraisedfromthefactoryopenedinHongKongtobuyIBMPCdepartment.Fromlisttoopenresearchanddevelopmentbaseoverseas.Lenovoisstepbysteptowardsinternational,toamultinationalcompany.ButdeepinthebloodofLenovocompanycultureisagoodthingorwillbecomehinderdevelopmentinthefurtherisapoint.LenovoexistingresourcesandtheinternationalstrategyLenovotakearegoodenoughfortheinternationaljourney.ThroughLenovohistorytofindstrategiesLenovowastakenInvestigateLenovohistoryisnotdifficulttofindthatLenovodevelopmentseemsgetsomerelationshipwithChina’spolitical.China’sinternationalwillbetheLenovointernational.Lenovoisanationalfeelingofenterprises.80’sideasforthenationalassociationprovideexcellentdevelopmentopportunities.Lenovocatchholdofpeople’snationalfeelinganddotherightmarketingasthemgeneralengineerNiguangnan.Today,China’sinternationalarealsogiveLenovoprovidesastrongsupport.FromLenovodevelopmenthistoryistoview.Lenovonomaterwhatmanagementmode,operatingmodeortechnologymodehavebeenindevelopment.Eachonechangesisagainsteverymajorchangeinthemarketplace.ButthistimeforLenovoglobalizationthemmarkthechangeisnotgoodenough.Fromthefirsttomakethecontroloftheplanetocrashwasindeedbeyondimagination.LenovoisfromtheconfidencetoheadhuntfromDell.FromHongKongtosetupplantstoinIndiaandMexicotoestablishresearchanddevelopmentcenters.GotoglobalismorerealinthehistoryoftheLenovo.LearningskillsandglobalizationTherearefivestepsenterpriseshouldbetakeduringthemgotoglobalization.Theyarefivedifferentlevellearnenterprisewillbetaken.Firstthreestepsaregetseedtime.ForLenovo,Lasttwostepsaremoreimpotent.Ifacompanyisnotlearningbeforetheyaregoingtointernational.It’shardtosuccessful.It’slikeastudentwillbestudyinanewcountrybutheorshecannotknowanythingaboutthatnewcountryheorsheishardtoenjoyhisorherstudy.Stepone:researchlearning.Steptwo:microcosmiclearningStepthree:traillearningStepfour:deepenanddevelopmentlearningStepfive:reformenterpriseDNAResearchlearningResearchlearningissurveyofthetargetcountry'smacroeconomicenvironmentandlearningit.BeforeWal-MarthasbeenopenanysupermarketinChina.TheremanagementmustbegetresearchforChinesepopulation,incomeandconsumptionlevels,thepercapitaGDPoftheeconomyandtheChinesegovernment’sinterventioninthesituationofmorethenoneinvestigation.ThisisoneveryimportantpointtoexplainwhyWar-Martsosuccessful.Similarly,LenovomustberesearchthetargetcountrymacroenvironmentSuchaspolitics,economy,population,technologyandenvironment.LenovoGrouponJuly26,2007inBeijingannouncedthatitwillinvest31millionUSdollarsinIndiaandMexicoforanewmanufacturingcenter,inordertomeetthesegrowingdemandsforcomputers.BeforeLenovogroupmarkthisdecisiontheymustbegetresearchaboutIndiaandMexico.Forexample:InrecentyearstheinformationtechnologyindustryinIndiastressonthebullmarket,isexpectedin2008India'ssoftwareindustryoutputvalueof87billionUSdollars,exportsreached50billionUSdollars,India'ssoftwareindustryhasbecomeanimportantpillarforeconomicdevelopment.TheinformationlikethatLenovogroupmustbeknownbeforethemmarksthisdecision.OfcourseLenovogroupmustresearchthegovernment’sinterventioninthesituationofthesetwocountries.MicrocosmiclearningThesecondphaseofthestudyisaimedatrelativelyminorissues.Thestudyfocusedonconsumersandthelocalsomeunspokenrules.Itcontainsthelegalinside.Iftheanalogytotheinternationalizationofawar,thenonlycanwewinthebattlesmutualunderstanding.However,thekeyfactorinwinningisnotthemasterofpublicinformation.Masterofpublicinformationisnecessary,butnotcompletelyconditions.Andthispublicinformationisthattheinternationalizationofthewaristhatthemacroeconomicenvironmentanalysis.Socompletelyconditionsarethelocalconsumerhabits,language,unspokenrules,logicalthinkingandvaluesofthelegalsystemandpotentialconstraintswhichhiddeninthesurface