国际经济与贸易学院知识库

随着全球经济的快速发展，我国改革开放进程的逐步深入，中国越来越多的手机企业开始开拓海外市场，以应对日益严峻的国内市场竞争，寻求国外更广阔的新兴市场。在众多的国外新兴市场中，非洲市场的巨大消费潜力必然会引起中国手机企业乃至全球手机公司的关注，非洲市场的竞争势必日益激烈，如何在非洲市场中占据一席之地，并保持竞争优势是当前大多在非经营的中国手机企业所面临的重要问题。占据非洲市场份额 76.6%的传音手机也急需根据目前竞争环境和竞争状况的变化，对其现行的竞争策略进行优化调整。本文的写作重点集中在基于非洲市场中传音手机的市场定位方面，并借助案例分析法、文献研究法、数据分析法等方法在评价其现行竞争策略实施效果的基础上，分析出了传音手机目前在非洲市场上所运用的竞争策略的问题和不足主要有：技术创新无法满足当前非洲市场的需求，缺乏通信专利；产品以功能机为主，品牌的定位缺乏价值性；市场的细分方式单一，目标市场不够多样化长期以低价策略获取市场，难以获得高溢价等，并在此基础上针对这些问题和不足给出相应的策略优化建议：专注核心技术研发，注重专利保护；提高品牌的形象，开发高端手机市场明确市场的细分标准，定位更高端消费市场；以全新消费者心理定价方式取胜等为传音手机改进在非洲市场的竞争策略提供决策参考，解决传音手机在非洲市场上面临的竞争困境从而能够更好的在非洲市场上实现可持续发展。同时也可以为我国其他的相关企业进入非洲市场以及制定实施相关竞争策略提供一定的参考和借鉴。

With economic globalization and the deepening of my country's reform and opening up, more and more mobile phone companies in China have begun to explore overseas markets to cope with increasingly severe domestic market competition and seek broader emerging markets abroad. Among many foreign emerging markets, the huge consumption potential of the African market will inevitably attract the attention of Chinese mobile phone companies and even global mobile phone companies. The competition in the African market is bound to become increasingly fierce. How to occupy a place in the African market and maintain a competitive advantage is currently mostly Important issues faced by Chinese mobile phone companies operating in Africa. TRANSSION’s also urgently needs to optimize and adjust its current competitive strategy based on changes in the current competitive environment and competitive conditions. This article takes TRANSSION’s competitive strategy in the African market as the research object. Based on the evaluation of its current competitive strategy implementation effects, this article analyzes the problems and deficiencies of TRANSSION’s current competitive strategy in the African market. The main issues are:technology Innovation cannot meet market demand and lack of communication patents; products are mainly functional phones, and brand positioning lacks value; market segmentation is single, and target markets are not diversified; long-term low-price strategies are used to obtain the market, and it is difficult to obtain high premiums. On this basis, corresponding optimization suggestions are given for these problems and deficiencies: focus on core technology research and development, pay attention to patent protection; enhance brand image, deepen the high-end mobile phone market; clarify market segmentation standards, and target the higher-end consumer market; use new consumer psychology Winning pricing methods provide decision-making reference for TRANSSION’s improvement of its competitive strategy in the African market, and solve the competitive dilemma faced by TRANSSION’s mobile phones in the African market so as to better achieve sustainable development in the African market. At the same time, it can also provide a certain reference and reference for other related enterprises in my country to enter the African market and formulate and implement related competitive strategies.