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英国留学论文:传音控股在印度的营销计划(3)

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

目前,TRANSSION要将其在非洲手机市场获得的成功复制到印度市场,也就是说,TRANSSION要为印度消费者提供低价高品质产品。这对于致力于为全球新兴市场国家提供低价但有地方特色的移动通信产品的TRANSSIO来说,使其使命的持续发展。同时,TRANSSION非常重视当地消费者的使用体验,通过不断地用户调研为消费者设计符合当地特色的产品。并且,随着印度消费水平的提升,消费者更愿意选择更高品质的服务和产品使用体验,这非常符合TRANSSIO目前的营销计划。2018年,TRANSSION占据非洲手机市场份额的第一位,已经成为非洲知名手机品牌。然而在竞争激烈的印度手机市场,TRANSSION进入印度市场较迟,想要获得较高的知名度需要一定的时间。但符合当地特色的产品肯定会受到消费者的欢迎,抢占竞争对手的市场份额,预计TRANSSION在第一年内将会获得10%的市场占有率。
 
2.    SWOT Analysis
 
市场调研分析
 
3.    Marketing Goals and Objectives.
3.1  Marketing Goal A
Within three years of its entry into the mobile phone market in India, Transsion Holding has occupied 20% of the mobile phone market. And more than 80 consumers know the brand of transmission.

英国论文

4.    Marketing Strategies
4.1  Primary Target Market and Marketing Mix
Primary Target Market
The product of Transsion Holding belongs to the product positioning of low-end smart phones, and its market segment belongs to the middle and low-end market. India is the target market of this transmission, mainly considering its relatively low penetration of mobile phones and its huge market space. The market orientation of Transsion Holding is mainly differentiation. By targeting the needs of local consumers, it establishes brand differentiation, including product, appearance and service differentiation.
TRANSSION的产品属于低端智能手机的产品定位,其细分市场属于中低端市场。本次TRANSSION以印度作为目标市场,主要考虑到其手机普及度相对较低和其巨大的市场空间。TRANSSION的市场定位主要是差异化,通过针对当地消费者的需求,建立品牌差异化,包含产品,外观,服务的差异化。
 
Product
Differentiation in user experience
Transsion Holding needs to use systematic user research before entering the Indian market to tap the potential needs of target customers in the target market. India's power infrastructure is very backward and its power resources are very unstable. To solve this problem, Transsion Holding can improve the charger to prevent charging difficulties caused by voltage instability. In addition, Transsion Holding can develop ultra long standby cell phone batteries, thus reducing the number of charges and further reducing the inconvenience of power facilities. India's hot weather throughout the year means that consumers prefer mobile phones that are not easy to heat up. For this reason, Transsion Holding can use a higher level of heat dissipation technology in the mobile phone to prevent the heating phenomenon during the operation of the mobile phone. In addition, for India's high temperature weather, Transsion Holding can continue to use its existing anti perspiration and anti falling technology. ,(责任编辑:周海霞)


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