您所在位置:首页>案例信息
查看全文    案例查询
显示案例信息
案例编号: STR-0565
被浏览次数: 219 次
案例名称: “营”在当下——传音控股的海外运营
译名: "Grasp now" —the International Operation of TECNO
案例作者: 李海东,吴增辉
作者单位: 中国科学技术大学管理学院
指导者:
译者:
背景单位名称: 传音控股有限公司
行业: 电子工业
规模: 大中型
案例涉及的职能领域: 规划计划部门
案例语种: 中文
案例长度(页): 13 页
案例类型: 描述型
中文关键词: 传音;非洲;手机市场;海外运营
英文关键词: TECNO; Africa; Mobile Phone Market; International Operations
中文摘要: 传音控股,一个在中国国内手机行业名不见经传的公司,在广袤的非洲却被称为“本地之王”。从2006年至今,传音的海外运营可分为导入期、成长期和成熟期。在导入期,初涉手机行业,传音舍近求远,从一开始就将海外运营的落脚点定在非洲,并在非洲就此扎根。在成长期,传音作出独具特色的战略选择,其市场份额不断扩大。在成熟期,华为、苹果等国内外手机巨头纷纷涌入新兴的智能机市场,手机市场面临重新洗牌。传音通过调整海外运营战略,迅速稳定了其非洲市场,并吹响了向印度市场进军的号角。
英文摘要: Transsion holdings, a little-known company of domestic mobile phone industry, however, is known as "Local King "in the vast Africa. Since 2006, the international brand operation of it can be divided into the introduction period, growing period and mature period. In the introduction period, the newcomer sought far and neglected what lies close at hand. It chose Africa as the foothold of international operation , and took root there. In the growth stage, The market share of Transsion holdings was gradually expanding by choosing unique strategies. In the mature period, as Huawei, Apple and other domestic and foreign mobile phone giants have flocked to the emerging smart phone market, the market is facing reshuffling. Transsion holdings adjusted its strategies of brand operation actively, and consolidated its African market rapidly . Meanwhile, it sounded the horn to the India market.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2015
案例入库时间: 2017-01
查看全文: 点击查看
查看案例使用说明 点击查看