三星电子华北市场品牌营销存在问题与对策研究

发布时间：2018-01-09 08:15

本文关键词：三星电子华北市场品牌营销存在问题与对策研究　出处：《太原理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：在企业的经营过程中,品牌是灵魂的体现。品牌既是一个企业经济实力、市场地位的象征,也是其持续发展能力的代表。所以企业要想在激烈的市场竞争中保持竞争优势,必须要建立自己的品牌资产。而品牌营销对于一个企业品牌的建立和发展上起着至关重要的作用,卓越的品牌营销能够促进企业建立统一的目标,充分整合和运用品牌营销的各种资源,形成强势的知名品牌,展开风格化的品牌管理,并有效降低营销中的各种成本,并且快速提升销售业绩和完成品牌资产的累计。全球著名企业三星电子也正是明白品牌营销在企业发展中的重要地位,所以在经历1997年和1998年严重的经济危机后,重新树立战略目标,加强品牌营销宣传,通过体育营销、大学生营销、选用明星代言、文化营销、公益营销等等多种方式的营销手段强化消费者对三星电子的信任和好感。在之后的几年时间里,公司的营业收入增长了10倍,净利润猛增了100倍,三星电子成为世界知名的品牌,并且三星电子成为通讯行业的佼佼者,为三星电子的发展奠定了非常好的基础。然而自2013年4季度以来,却连续4个季度发布业绩公告显示营业额和利润双双下滑。是什么原因导致了三星电子这个局面呢?本文结合个人工作实际针对三星电子在华北市场的品牌营销的现状及产生的问题点进行深入剖析。运用了PEST理论、波特五力模型、SWOT理论等对三星电子品牌营销的内外环境进行了分析,最后在前边所有工作的基础上提出改进方法和实施对策,得出三星电子的未来研究发展方向。通过理论和实践的相结合,得出以下结论:三星电子华北市场品牌营销应重点从:(1)精品化产品路线,强化产品质量;(2)渠道规划与梳理,条理各种供货模式;(3)终端价格管控,确保渠道利润(4)合理控制营销成本,提高费用使用效率;(5)本土化营销,提高消费者感知五个方面进行着重入手。三星电子虽然遇到暂时的发展瓶颈,但三星电子一方面拥有世界最先进的技术,在显示屏、处理器、闪存等等关键技术上一直引领通讯行业的发展格局;另一方面三星电子在中国华北市场的份额在20%以上,拥有广大的客户群和品牌知名度,随着产品路线、市场管控、价位管理、目标用户营销等多方面因素的管理和控制下,相信三星电子会重现往日辉煌,成为通讯行业真正的领导者和N0.1。
[Abstract]:In the process of enterprise management, brand is the embodiment of soul. Brand is a symbol of economic strength and market status of an enterprise. It is also the representative of its sustainable development ability. Therefore, enterprises want to maintain competitive advantage in the fierce market competition. Brand marketing plays a vital role in the establishment and development of an enterprise brand, and excellent brand marketing can promote the establishment of a unified enterprise goal. Fully integrate and use all kinds of resources of brand marketing, form a strong well-known brand, launch stylized brand management, and effectively reduce the various costs in marketing. And quickly improve sales performance and complete the accumulation of brand assets. Samsung Electronics, a world-renowned enterprise, is also aware of the importance of brand marketing in the development of enterprises. So after the severe economic crisis in 1997 and 1998, re-establish the strategic goal, strengthen brand marketing, through sports marketing, college students marketing, choose star endorsement, cultural marketing. Public marketing and other forms of marketing have strengthened consumer trust and affection for Samsung Electronics. Over the next few years, revenue grew tenfold and net profit jumped 100 times. Samsung Electronics has become a world famous brand, and Samsung Electronics has become a leader in the communications industry, laying a very good foundation for the development of Samsung Electronics. However, since the fourth quarter of 2013. But four consecutive quarterly earnings announcements showed both turnover and profit falling. What caused Samsung Electronics to do so? Combined with personal work, this paper analyzes the current situation and problems of Samsung Electronics' brand marketing in North China market. It uses PEST theory and Porter's five-force model. The SWOT theory and so on have carried on the analysis to the Samsung electronic brand marketing internal and external environment, finally proposed the improvement method and the implementation countermeasure in the front all work foundation. Through the combination of theory and practice, the following conclusions can be drawn: the marketing of North China brand of Samsung Electronics should focus on the line of fine products from 1: 1) and strengthen the quality of products; Second, channel planning and combing, organized various supply modes; Third, terminal price control, ensure channel profit 4) reasonable control of marketing costs, improve the efficiency of the use of expenses; 5) Local marketing, improve consumer awareness in five areas to focus on. Although Samsung Electronics encountered a temporary development bottleneck, but Samsung Electronics on the one hand has the most advanced technology in the world, in the display screen. Processor, flash memory and other key technologies have been leading the development of the communications industry; On the other hand, Samsung Electronics in North China has a market share of more than 20%, with a broad customer base and brand awareness, along with the product line, market control, price management. Under the management and control of many factors, such as target user marketing, we believe Samsung Electronics will return to its former glory and become the real leader of the communications industry and N0.1.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.6

【参考文献】