北京理工大学珠海学院 2020 届本科生毕业论文传音手机在非洲的营销策略研究传音手机在非洲的营销策略研究摘 要随着手机行业规模不断扩大，手机普及率的不断攀升，国内手机市场容量逐渐接近饱和状态，越来越多的国产手机不得不向海外市场扩张，寻求新的发展空间。2007年深圳传音公司率先进驻非洲市场，凭借着“本土化”策略和对客户需求的准确把握等营销手段大获成功，时至今日，传音手机已经成了名副其实的“非洲之王”。本文选择了传音手机在非洲市场作为研究对象，首先通过国际数据公司统计的数据了解传音手机在非洲的销量、市场占有率和出口数量，接着利用 PEST 对非洲市场宏观环境进行经济、政治、社会和技术等四个方面的现状分析，然后建立波特五力模型对潜在竞争者、替代品、购买方等影响因素进行研究，得出传音手机出口非洲的微观环境。最后通过国际市场营销的 4P 理论和 STP 国际市场营销战略分析传音手机出口市场的问题，提出优化建议，总结传音在非洲市场的经验和对国产手机行业及相关电子设备的启示。关键词：传音手机；非洲市场；STP 战略分析；本土化策略 北京理工大学珠海学院 2020 届本科生毕业论文A Study of the Marketing Strategy of mobile phone at TRANSSION HOLDINGS LIMITED in AfricaAbstractIt is well known that mobile phones have been an integral part of our modern daily life. The reason why the mobile phone market is developing so fast is also because mobile phones are so important in People's Daily life. As the domestic mobile phone market becomes more and more saturated, mobile phone manufacturers have to go overseas. In 2007, SHENZHEN TRANSSION HOLDINGS LIMITED entered the African market and its excellent marketing methods made it the “king of Africa”.Based on the above introduction, this paper selects the case of transonic mobile phone in the African market as the research object. To understand the sales volume, market share and export volume of telephony mobile phones in Africa through the statistics presented by IDC (Internet Data Center). The PEST analysis method is...
