Marketing Strategies And References Of TRANSSION In Developing African Market

In recent years,Chinese mobile phone manufacturers have gotten a sharp development.Take Huawei,Xiaomi and OPPO as an example,these mobile phone brands occupy the most part of the market share.An oligopoly competitive market is gradually cultivated.Under the circumstances that domestic cell phone market volume has become saturated,and effective demands is about to decrease,Chinese mobile phone manufacturers set foot in the overseas markets at the purposes of maintaining the growth of profits and getting more economic rewards.At present,Africa,as the "blue sea market" in the global mobile phone industry,has a large-scale potential user group and huge market development space.In 2019,the share of Transsion in the African market reached 52.5%,ranking first.With such brilliant achievements,Transsion has become the leader and benchmark of Chinese mobile phone manufacturers to "go global".Therefore,studying the successful case of Transsion developing the African market and analyzing its marketing strategy in the African market can provide valuable experience for Chinese enterprises to develop the international market and has important practical significance.First of all,by introducing the development process of Transsion,this paper summarizes the motivation for Transsion to develop the African market,namely,the fierce competition in the domestic market and the great development potential in the African market.Based on PEST,the political,economic,social and technological environment of African market is analyzed.Using SWOT analysis method,it is concluded that the Transsion handset has brand influence,price and technical advantages in the African market.Its disadvantages are low profit rate of products and single source of income,which lead to weak anti-risk ability of enterprises.Faced with strong competitors entering and uncertain social environment,enterprises face greater pressure.Accompanied by China's policy support to the mobile phone industry and the huge potential of the African market,the development prospect of Transsion in the African market is good.Secondly,using 6Ps marketing theory,this paper focuses on the marketing strategy of Transsion in the African market.That is,it has adopted a customized mobile phone product strategy,which accurately meets the needs of Africanconsumers(including multi-brand marketing,multi-card and multi-standby mobile phones,long battery life,anti-sweat and anti-corrosion,and functions with African characteristics such as being suitable for African people to take photos);Adopting penetration pricing strategy to cater to the local consumption level and attract a large number of customers to consume;Cooperate with distributors for win-win results and establish and perfect multi-level marketing channels;Carrying out intensive advertising campaigns to obtain "eyeballs effect" and raise awareness;Actively undertake corporate social responsibility,maintain good public relations and other strategies.The application of these marketing strategies has successfully opened up the African market for Transsion and kept it in a leading position.Finally,the paper summarizes the experience and lessons learned from Chinese enterprises' exploration of overseas markets.Enterprises should be good at finding the "blue sea market" in the industry.And create "marketable" products based on the target market;Combining with the market situation,advertising marketing has achieved good publicity effect.Based on the target market,we should pay attention to the operation and maintenance of enterprise brands.In order to achieve long-term development in the target market,enterprises also need to carry out localization management in combination with local conditions,actively undertake corporate social responsibility and maintain good public relations.