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英国留学论文:传音控股在印度的营销计划(2)

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

 在印度,中国品牌占据了手机关键的价格区间市场。小米,OPPO,VIVO和华为荣耀以700RMB到2500RMB这一价格区间占据了印度关键市场80%的市场份额。低端智能机市场容量大,品牌众多,但由于这一区间的价格增长空间非常小,大部分品牌在成功进入市场后会追求价格上浮。如OPPO和VIVO在2017年开始把产品价格控制在1000RMB以上,到2018年已经基本不再销售1000RMB以下机型。而TRANSSION TECNO主打的价格区间在600RMB到1300RMB,正好可以在OPPO,VIVO撤离此价格区间的时间节点进入市场抢占市场份额。这也意味着TRANSSION进入印度市场的同类强劲竞争对手相对减少。
 
1.2     The Customer Environment
Transsion Holding enters the mobile phone market in India with the goal of low price. At present, its customers are the lowest class in India. Their income level is low and their consumption ability is not high. Therefore, they hope to obtain high-quality products at a lower price. Generally speaking, the buyer of mobile phone is the user, and the user's feelings will directly affect whether to buy or recommend others to buy.
TRANSSION以低价为目标进入印度手机市场,目前的客户是印度的最低阶层,他们的收入水平较低,消费能力不高,所以希望以更低的价格获得质量较高的产品。一般来说,手机的购买者即使用者,使用者的感受会直接影响是否购买或推荐他人购买。


In India, consumers buy mobile phones mainly through offline retail stores and e-commerce platforms. The main e-commerce platforms are flipkart Amazon and snapdeal, which purchase mobile phones directly from distributors, avoiding the cost superposition of multiple distributors. Generally, online channels will rush to buy in limited time, and the price is lower than that of physical stores. Offline stores are convenient for consumers to experience and purchase.
在印度,消费者购买手机主要在线下零售店和电子商务平台。主要的电商平台有Flipkart亚马逊和Snapdeal,这些平台直接从本地生产商处采购手机,避免了经过多重经销商的成本叠加。通常线上渠道会进行限时抢购,价格相对于实体店较低。而线下实体店则方便消费者进行体验和购买。
 
1.3  Internal (Organizational) Environment
Review of marketing goals and objectives
At present, Transsion Holding needs to copy its success in the African mobile phone market to the Indian market, that is to say, it needs to provide Indian consumers with low-cost and high-quality products. This is the continuous development of the mission of transsio, which is committed to providing low-cost but local mobile communication products for emerging market countries. At the same time, Transsion Holding attaches great importance to the use experience of local consumers, and designs products that conform to local characteristics for consumers through continuous user research. Moreover, with the improvement of consumption level in India, consumers are more willing to choose higher quality service and product experience, which is in line with transsio's current marketing plan. In 2018, Transsion Holding took the first place in Africa's mobile phone market share and has become a well-known mobile phone brand in Africa (Zhang 2019). However, in the highly competitive mobile phone market in India, it is relatively late for Transsion Holding to enter the Indian market, and it will take a certain time for it to gain a high reputation. However, products with local characteristics will definitely be welcomed by consumers and occupy the market share of competitors. It is expected that Transsion Holding will gain 10% market share in the first year.(责任编辑:周海霞)



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