传音手机开拓非洲市场的成功经验及其借鉴

The Successful Experience of TRANSSION in Exploring African Markets and its Reference

2018年,传音手机以非洲市场占有率第一、全球手机市场占有率第四的亮眼成绩,成为中国企业“走出去”的先驱标杆。本文总结了传音手机开拓非洲市场的成功经验,包括正确的市场选择、多品牌营销、多样化产品功能、高质低价和极致的广告策略。提出了中国企业开拓海外市场值得汲取的经验借鉴,即积极寻找“蓝海市场”、开展本地化经营、产品迎合当地消费需求等。

In 2018,the TRANSSION mobile phone market ranked first in the African market and the fourth in the global mobile phone market,and became the pioneering benchmark for Chinese enterprises to“go global”.This paper summarizes the successful experience of TRANSSION in developing the African market,including correct market selection,multi-brand marketing,diversified product functions,high quality and low price,and the ultimate advertising strategy.It is worthwhile to learn from the experience that Chinese companies have to explore overseas markets,that is,actively seek out the“blue ocean market”,carry out localized operations,and cater to local consumer demand.