摘 要 伴随着我国经济和社会的发展以及旺盛的市场需求，通信设备制造业已经成为我国制造业中的第一大产业，特别是在手机及电话机等通信终端制造领域，在市场上占据了主导地位。通信设备制造业最显著的优势在于技术含量高、产品附加值高、资源耗用量少，较为环保等，在深圳这个注重高新技术发展的城市，通信设备制造业具有广阔的发展空间。 深圳G公司成立于1992年，是深圳较早成立的通讯终端制造公司。在经历了90年代的高速发展及20世纪初的稳定增长后，近几年业绩出现了大幅下滑。产品发展渠道得不到有效拓宽，发展战略存在诸多不明朗因素，战略进展阻力重重，自身发展逐渐走入一段瓶颈期。同时，通讯终端制造正面临快速变革，发展迅猛，有着十分广阔的发展前景，可谓是机遇与挑战并存。基于此，对于G公司而言，亟需结合自身实际制定出相应地发展战略，才能在竞争日益激烈的当下实现顺利生存与发展。 本文从G公司的实际情况出发，通过PEST分析方法得出，就目前的整体宏观环境而言，对于通讯终端制造业的发展是极其有利，整个行业发展速度较快，正面临重要的发展机遇，市场发展前景广阔。但结合波特五力模型分析的结果，我们也可以发现一些不利因素，如潜在竞争者门槛低、市场上存在较多的替代品，供应商讨价还价能力正逐步增强。此外，通过对G公司内部各种资源状况以及研发、生产、销售和财务等方面能力的分析，掌握了该公司内部环境的大致情况。基于上述分析，本文为G公司制定出突破目前发展瓶颈的发展战略，包含愿景、目标、总体战略、竞争战略和产品研发、市场营销等职能战略，通过重新进行产品定位、加强团队建设、抢占市场份额、创建自有品牌、扩大生产研发能力等途径来实施战略；并通过强化技术创新能力、建立创新激励机制、提升企业信息化水平等途径来保证战略的实施。 本文可望为G公司的下一步发展提出建设性意见，对其他通讯终端制造企业有一定的借鉴意义。

Abstract With the development of economy and society，demand of the market is becoming stronger and stronger, the manufacturing industry of communication equipment has become the first major industry in our manufacturing industry, especially in the field of mobile phone and telephone terminal manufacturing, which occupies the leading position in the market. The most significant advantages of communication equipment manufacturing industry are high technical content, high value-added products, less resource consumption and more environmental protection. In Shenzhen, a city which pays attention to the development of high and new technology, the communication equipment manufacturing industry has a broad development space. Shenzhen G company was founded in 1992. It is an early communication terminal manufacturer in Shenzhen. After the rapid development in 90s and the steady growth in early twentieth Century, the performance has declined sharply in recent years. Such factors as narrow product development channels, unclear development strategy and inconsistency of diversification strategy are gradually facing the bottleneck of development. The manufacturing industry of communication terminal is in a stage of rapid change, with rapid development and broad prospects. The market is full of opportunities and challenges. Based on this, for the G company, it is urgent to develop the corresponding development strategy in combination with its own reality, so as to achieve the smooth survival and development of the competition in the increasingly fierce competition. Based on the actual situation of G company, this paper obtains through the PEST analysis method, for the present overall macro environment, it is extremely favorable for the development of the communication terminal manufacturing industry, the whole industry is developing faster, and is facing important development opportunities, and the market has a broad prospects for development. However, combined with the results of Potter's five force model, we can also find some unfavorable factors, such as low threshold of potential competitors, more substitutes in the market, and a gradual increase in the bargaining power of suppliers. In addition, through the analysis of the internal resources of G company and the capability of R & D, production, sales and finance, the general situation of the internal environment of the company has been mastered.Based on the analysis of G company's internal environment, based on the above analysis, this paper makes a development strategy for G company to break through the current bottleneck of development, including vision, goal, overall strategy, competitive strategy and product research and development, marketing and other functional strategies, through re positioning of products, strengthening team building and preempting market share. To ensure the implementation of the strategy by means of strengthening the ability of technological innovation, establishing an innovation incentive mechanism and improving the level of enterprise information. This paper is expected to provide constructive suggestions for the next development of G company, and it will be a reference for other communication terminal manufacturers.