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英国留学论文:传音控股在印度的营销计划

时间:2020-08-31 16:00来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

Executive Summary
Transsion Holding is a company dedicated to providing mobile communication products with local characteristics for emerging markets. Its mobile phone brands include Tecno, itel and infinix. Currently, Transsion Holding is considering entering the Indian market to expand its market.
TRANSSION是一家致力于为全球新兴市场提供具备当地特色的移动通信产品以及 移动互联网服务的公司。TRANSSION旗下拥有领先的手机品牌TECNO、itel和Infinix。目前,TRANSSION正在考虑进入印度市场,以扩张它的市场版图。


The consumer research system of Transsion Holding is constantly improving, and the offline channel network management and after-sales service system are constantly upgrading. The obvious price advantage creates a great opportunity for Transsion Holding to enter the Indian market.
TRANSSION的消费者调研体系在不断完善中,线下渠道网络管理和售后服务体系正在不断升级。明显的价格优势为TRANSSION进入印度市场创造了极大的机会。
The main target of Transsion Holding entering the mobile phone market in India is to achieve 20% market share in three years. The main target market for Transsion Holding is the general social class in India.
TRANSSION进入印度手机市场的主要目标是在三年内达到20%市场占有率。TRANSSION的主要目标市场是印度的普通社会阶层。 


Through the implementation of localization strategy and the use of social media to maintain user relations, Transsion Holding is committed to improving brand reputation.
 TRANSSION通过实施本土化战略,获得更多消费者认同。同时在线上电商平台和线下渠道为消费者提供便捷的购买渠道。并且,TRANSSION将通过社交媒体维护用户和品牌的关系,以及通过各种公益赞助提升品牌形象。最重要的是,TRANSSION致力于利用口碑营销的营销方式来获得更多的用户。

1.    Situation Analysis
1.1  The External Environment
In India, Chinese brands dominate the key price range market for mobile phones. MI, OPPO, VIVO and Huawei Honor occupy 80% market share of key markets in India with the price range of 700RMB to 2500RMB (Zhang 2019). The market capacity of low-end smart machines is large and there are many brands. However, because the price growth space in this area is very small, most brands will pursue price rising after entering the market successfully. For example, OPPO and VIVO began to control the product price above 1000RMB in 2017, and by 2018, they will no longer basically sell models below 1000RMB. However, Tecno, the mobile phone brand of Transsion Holding , whose main price range is from 600RMB to 1300RMB, can enter the market at the time node when OPPO and VIVO withdraw from this price range to seize market share (Zhang 2019). This also means that there are relatively fewer similar and strong competitors of Transsion Holding entering the Indian market.(责任编辑:周海霞)



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