An Analysis On The Marketing Strategy Of Transsion's Internationalization

Mobile phone industry is one of the new high-tech industries in China.It develops very fast and has great significance for promoting economic development and increasing employment opportunities.Although China's mobile phone industry started late,after more than 20 years of development,China's mobile phone industry has developed vigorously,from licensing production for foreign manufacturers to mastering core technology,from occupying the domestic market to going to the world.However,China's mobile phone exports are facing downward pressure.In 2016,the average price of China's mobile phone exports declined 14% year on year,and the export volume declined 14.4%.Developed countries generally declined.Developing countries,especially those along the "One Belt and One Road" increased slightly.In addition,due to the negative factors such as the appreciation of RMB,the form of China's mobile phone exports to developed countries was severe.Therefore,we need to find a new way to shift our export target to developing countries.In 2016,the company has occupied 40% of Africa's market share,surpassing Samsung to become Africa's first mobile phone brand.As an unknown small brand,its internationalization process deserves our careful study and study.Firstly,this paper combs the domestic and foreign scholars' research on the theory of international competitiveness as the theoretical basis of this study.Secondly,it summarizes the situation of China's mobile phone industry,uses the five-force analysis model to analyze the motivation of the voice export.Thirdly,it uses SWOT analysis and 4P marketing strategy analysis to analyze the internationalization of voice enterprises.Business case study,analysis of market positioning and strategy selection in the development process of voice enterprises,analysis of the reasons for their success,analogy with other small and medium-sized enterprises with their industry representativeness,summarize the advantages and disadvantages of their international operations.It is concluded that China's mobile phone enterprises need to give full play to their price advantages in developing countries,and the products shall be localized according to the local situation.But there are still shortcomings in the control of core technologies and threats to their competition from international brands.Finally,based on the above factors,this paper put forwards some suggestions to provide reference for the internationalization of China's mobile phone enterprises..