Research On The Optimization Of TRANSSION’s Competitive Strategy In The African Market

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.