Research On Marketing Strategy Optimization Of Transsion Mobile Phones In African Market

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.