三星沈阳分公司显示器市场营销策略研究

发布时间：2018-10-24 10:24

【摘要】：本文依据作者在三星沈阳分公司显示器产品市场营销7年多的实践经验，以市场营销的STP和4P理论为依据，阐述了三星沈阳分公司显示器产品市场营销策略概况，指出了三星沈阳分公司显示器市场营销存在的问题及原因：由于显示器整体行业呈现逐渐下滑的趋势，使得三星总公司从总体战略上缺乏重视，并且也没有对营销策略进行实施管控，因此造成三星显示器的市场营销策略并没有根据市场变化进行动态调整，特别是价格策略市场反应不及时，被竞争企业占上风；渠道策略上由于区域分公司权限划分不清，存在跨区恶性竞争，，同时电子商务的迅速崛起，使得线上销售，对线下实体店的利润空间造成冲击；促销策略上，由于成本不断高企，人员流动性大，使得促销没有达到预想效果；市场管理上，对目标市场中县乡区域没有形成有效的管理，丧失市场份额；资源整合上，三星旗下不同产品的资源整合难度大等。针对三星沈阳分公司显示器产品市场营销策略存在的问题及原因提出对策建议。即：营销策略的制定要根据市场变化及时进行调整；重视县乡市场的品牌建设，并进行有效管理；建立以提升服务为核心的营销理念，强化异业营销，实现资源整合；通过创新营销做好渠道建设与管理；积极做好营销策略的实施控制；提高供应链管理效率。旨在使三星沈阳分公司显示器产品市场营销健康持续发展。
[Abstract]:Based on the author's experience in the display product marketing of Samsung Shenyang Branch for more than 7 years, and based on the STP and 4P theory of marketing, this paper expounds the general situation of display product marketing strategy of Samsung Shenyang Branch. The problems and reasons of display marketing in Shenyang Branch of Samsung are pointed out. As the whole display industry is declining gradually, the overall strategy of Samsung's head Office is not paid attention to. And also has not carried on the control to the marketing strategy, therefore causes the Samsung display's marketing strategy not to carry on the dynamic adjustment according to the market change, especially the price strategy market response is not timely, is the competition enterprise to occupy the upper hand; In the channel strategy, due to the unclear division of the jurisdiction of regional branch, there is cross-regional malignant competition, and the rapid rise of e-commerce makes online sales, which has an impact on the profit space of offline physical stores. Because of the constant high cost and high mobility of personnel, the sales promotion has not achieved the desired effect; in the market management, the county and township areas in the target market have not been effectively managed, and their market share has been lost; and in terms of resource integration, Samsung's different products of the integration of resources difficult to wait. Aiming at the problems and reasons of display product marketing strategy of Samsung Shenyang Branch, this paper puts forward some countermeasures and suggestions. That is to say, the marketing strategy should be adjusted according to the market changes in time; pay attention to the brand construction of the county and township market, and carry on the effective management; establish the marketing idea that takes the promotion service as the core, strengthen the marketing of the different industry, realize the integration of the resources; Through innovative marketing to do a good job in channel construction and management; to actively control the implementation of marketing strategies; to improve the efficiency of supply chain management. Aims to make Samsung Shenyang Branch display product marketing healthy and sustainable development.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63;F274

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