国际经济与贸易学院知识库

传音手机前身为2006年成立于香港的传音科技有限公司，在非洲市场上连续多年占据销量第一的位置，被誉为“非洲手机之王”。近些年来，随着中国手机市场的日趋饱和以及其它市场受政治因素的影响，很多国产手机商纷纷瞄准非洲市场，使传音手机在非洲市场的地位有所动摇，深究是传音手机的营销战略有待优化。

基于以上情况，本文的研究框架是：以传音手机在非洲市场的发展为研究对象，前人的学术研究为基础，通过对传音手机在非洲市场营销环境的分析，一方面旨在为传音手机提出目前更适合非洲市场发展的营销战略，另一方面也为其它国产手机进入非洲市场制定营销战略提供参考。本文首先对传音手机从主营业务、国际化发展历程、国际化动因及特点做以概述，其次对目标市场非洲—pest分析法进行宏观环境分析、所处行业环境—波特五力模型以及SWOT分析法进行综合分析，得出传音手机在非洲市场的面临的优势、劣势、机会与威胁，为下文的发展做出铺垫。接下来运用定性定量相结合的SWOT—AHP层次分析法，通过模型构建与计算的方法，得出传音手机在非洲市场上应依次采取SO战略（增长型战略）、ST战略（多种经营战略）、WO战略（扭转型战略）、WT战略（防御性战略），即优先采取SO战略（增长型战略）。最后为了改进传音在非洲市场营销战略过程中的不足以及防患于未来可能发生的风险，笔者从优化目标市场、优化营销组合、其它方面所包含的明确市场细分标准、定位更高端消费市场、提高品牌形象，开发高端手机市场、及时优化产品、要完善价格竞争策略、要健全多元化销售渠道体系、加大市场促销力度、构建人力资源管理体系、促进企业文化建设和积极应对境外经营风险等方面给出具体建议。

Transsion Mobile phone, formerly known as Transsion Technology Co., LTD., which was founded in Hong Kong in 2006, has occupied the No.1 position in the African market for many years in a row and is known as the "King of African mobile phones". In recent years, with the increasing saturation of China's mobile phone market and the influence of political factors on other markets, many domestic mobile phone manufacturers have been aiming at the African market, which has shaken Transsion mobile phone's position in the African market. In depth, Transsion mobile phone marketing strategy needs to be optimized.

Based on the above, the research framework of this paper is to take the development of Transn mobile phones in the African market as the research object, based on previous academic research, and through the analysis of the marketing environment of Transn mobile phones in Africa, the aim is to propose a marketing strategy for Transn mobile phones that is more suitable for the development of the African market on the one hand, and to provide reference for other domestic mobile phones to enter the African market in formulating marketing strategies on the other hand. This paper firstly gives an overview of the main business, international development history, motivation and characteristics of Transn mobile phones, followed by a macro environment analysis of the target market in Africa using the pest analysis method, the industry environment using the Porter's Five Forces model and a comprehensive analysis using the SWOT analysis method, and concludes that Transn mobile phones in the African market are facing The SWOT analysis is used to identify the strengths, weaknesses, opportunities and threats of Transn mobile phones in the African market, and to set the stage for the following development. The next step is to use the SWOT-AHP hierarchical analysis method, which combines qualitative and quantitative analysis, and through model construction and calculation, to conclude that Transn mobile phones should adopt SO strategy (growth strategy), ST strategy (multiple business strategy), WO strategy (turnaround strategy) and WT strategy (defensive strategy) in the African market in order, i.e. to give priority to SO strategy (growth strategy). (growth strategy). Finally, in order to improve the shortcomings of Transn's marketing strategy in Africa and to prevent possible risks in the future, the authors have identified a number of areas for improvement, such as optimising the target market, optimising the marketing mix, clarifying market segmentation criteria contained in other areas, targeting the higher-end consumer market, improving the brand image, developing the high-end mobile phone market, optimising the products in a timely manner, improving the price competition strategy, improving the diversified sales channel system, increasing marketing promotion efforts, and building a human resource management system. Specific recommendations were given in the areas of building a human resources management system, promoting corporate culture and actively addressing overseas business risks.