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| 传音手机在非洲市场的营销策略研究 摘要：据统计，非洲57个国家总人口超过12亿；近年来非洲各国都在谋求经济转型发展，经济增速较快，整体上人们的收入水平都在不断提升，消费观念受到时代冲击的情况下，消费能力不断提升，作为新兴市场，消费潜力和发展前景都非常广阔。由于非洲经济的飞速增长，各科技巨头把目光纷纷投入非洲市场，移动通信等设施基础也将在非洲逐步完善，非洲将面临消费升级。人口基数为十几亿的非洲，手机市场的巨大潜力深深地吸引着中国制造商的目光，乃至全球手机公司的关注。如何深入非洲手机市场，显得尤为重要。 成立于2006年的传音手机公司相较于占世界前三的苹果、三星和华为，可以算是非常年轻但却非常有为，在手机业务这块，打败诺基亚和三星成为名副其实的非洲之王。传音手机进入非洲市场，是在践行毛主席“农村包围城市”的策略，通过遍地广告、满地开花的直营店、到进驻非洲最偏远的地方建基站、搞宣传等，终于华丽转身，成为中国驰名商标、中国乃至世界品牌手机在非洲的龙头。但传音手机在智能手机市场这块仍然处于薄弱的地位。本文以传音手机为研究对象,运用PEST模式对非洲的手机市场进行营销组合分析，并通过分析传音手机在非洲的STP营销战略和4P营销组合策略的现状，总结传音手机目前在非洲面临的机遇与挑战，针对传音手机目前的营销问题提出可行性建议。研究传音手机在非洲市场的营销战略和探讨传音手机目前在非洲市场的机遇与挑战，可以为国内其他手机品牌和其他电子产品行业进入非洲这块具有发展潜力的市场提供借鉴。 关键词：传音手机；非洲市场；营销组合策略 Research on Marketing Strategy of Voice Mobile Phone in African Market Abstract: According to statistics,the total population of 57 African countries exceeds 1.2 billion,in recent years,African countries are seeking economic transformation and development,economic growth has been raoid,and people’s incomes are rising on the whole,under the circumstances of the impact of The Times,the consumption concept is constantly improving,as an emerging market,consumption potential and development prospects are very broad.Thanks to the rapid economic growth in African,technology giants are turning eyes to the African market,infrastructure facilities such as mobile communications will be gradually improved in Africa,and Africa will face consumption upgrading,with a population of more than one billion people in Africa,the huge potential of the mobile phone market has attracted the attention of Chinese manufacturers and even global mobile phone companies.How to penetrate the African mobile phone market is particularly important. Established in 2006,the mobile phone is very young but very promising comparedwith apple,Samsung and Huawei,which have the world’s top three,in the mobile phone business,it has beaten Nokia and Samsung to become the true king of Africa.The introduction of mobile phones into The African market is part of MAO’s strategy ofencircling the cities from the countryside,from ubiquitous advertising and ubiquitous direct-sale stores to base stations and propaganda in the remotest parts of Africa,etc.Finally,it has turned itself around beautifully and become the leading mobile phone brand of China and even the world in Africa.But voice phones are still in a weak position in the smartphone market.This paper takes voice phones as the research object and uses PEST model to analyze the marketing mix of the mobile phone market in Africa,and by analyzing the STP marketing strategy and 4P marketing mix strategy of voice phones in Africa,to summarize the current opportunities and challenges faced by voice phones in Africa,put forward feasible suggestions for the current marketing problems of voice phones.To study the marketing strategies of voice phones in Africa and explore the opportunities and challenges of voice phones in Africa,it can provide reference for other domestic mobile phone brands andother electronic products industries to enter the African market with development potential. Key words: voice phone； Arican market；Mafrketing mix strategy 目 录 11 绪论 11.1 研究背景与意义 21.2 文献综诉 21.2.1 国外文献综诉 21.2.2 国内文献综述 41.3 研究内容和研究方法 42 国际市场营销相关理论 42.1 市场营销相关理论 42.1.1 市场营销组合理论 62.1.2 市场营销策略 72.2 理论分析工具 72.2.1 STP营销战略分析 83 传音手机在非洲市场的营销环境分析 83.1 PEST外部环境分析 83.1.1 政治环境分析 83.1.2 经济环境分析 93.1.3 社会环境分析 103.1.4 科技环境分析 104 传音手机营销问题及成因分析 114.1 营销战略方面的问题及成因分析 114.1.1 市场细分不更新，导致市场细分单一 114.1.2 市场细分单一，导致目标市场不够多样化 124.1.3 市场定位扁平化，导致品牌定位缺乏价值性 124.2 营销策略方面的问题及成因分析 124.2.1 产品以功能手机为主，容易被市场淘汰 124.2.2 长期以低价策略获取市场，难以获得高溢价 134.2.3 侧重线下渠道，导致线上渠道销售不发达 134.2.4 长期的广告模式，造成过高的营销成本 135 优化传音手机在非洲市场的营销战略及营销策略建议 135.1 营销战略优化建议 135.1.1 明确市场细分标准 145.1.2 定位更高端消费市场 145.1.3 推出一个具有更高价值性的品牌 155.2 营销策略优化建议 155.2.1 推成出新，主攻智能手机市场 155.2.2 以全新消费者心理定价方式取胜 165.2.3 建立自主物流系统，加大线上线下全渠道建设 165.2.4 采用新颖的促销方式联结客户 17结 论 19参考文献 21致谢 |
