三星手机公司市场营销策略研究
发布时间：2019-05-29 20:04
【摘要】：通信产业在21世纪初的这10多年中,达到了空前未有的发展水平。整个通信行业对我国GDP的贡献率日益增长,尤其是随着4G网络的广泛商用,标志着新的业务增长点和庞大用户市场的出现。到2014年底,国内4G商用城市数已超过300个,用户数已超过1亿。4G网络建设将拉动5000亿元的产业投资。基于这个庞大的产业链和广阔的用户群市场,我国智能手机的厂商正面临着竞争激烈的市场格局。三星手机在2001年进入中国,经过7,8年的积极探索,已经能与当时非常知名的,早期就进入中国市场的摩托罗拉、爱立信和诺基亚等国外厂商相抗衡。尤其是在3G智能机时代到来时,三星一触即发占领了市场先机。但随着苹果高端智能手机的上市,和国产品牌的强势崛起,三星手机正面临着严峻的市场挑战。三星智能手机出现的主要问题是：产品硬件配置功能和软件应用都缺乏创新,产品整体表现出无个性无区格化；在产品的目标定位策略上,覆盖价位段略显分散,没有集中定位在优势强劲的中高端以上市场,且价格政策贯彻力度不够,市场乱价现象严重；渠道虽然覆盖广泛,利润相对丰厚,但层次过于繁杂,即消耗大量管理成本又削弱管控能力。这些问题从2013年下半年到2014年末的业绩下滑程度上都得以显现。三星市场占有率已经从之前的平均23%左右下降到16%左右。因此,如何能顺应4G时代是三星要放在战略高度去思考和给出解决方案的重要方向。本文应用市场营销理论对三星手机的市场营销策略作出了分析,首先对通讯行业和智能手机市场做了回顾总结和现状研究,然后应用PEST方法阐明三星手机目前所处的宏观环境及经济和技术环境给企业带来的影响,运用SWOT模型和STP理论对三星智能手机的优势,劣势,机会和威胁重点分析,相应的找出三星公司营销战略上的问题点。然后结合三星公司的核心竞争力和应当发挥的优势,并紧紧抓住未来4G网络全面铺开这一重大行业战略时机,以市场营销4P策略作为理论基础,以实际可操作性为指导依据,有针对性的提出优化和改进建议。本文研究内容能够对三星公司及通信行业的其他厂商产生现实的指导意义和提供借鉴。
[Abstract]:In the more than 10 years at the beginning of the 21 st century, the communication industry has reached the unprecedented level of development. The contribution rate of the whole communication industry to GDP in China is increasing day by day, especially with the extensive commercial use of 4G network, which marks the emergence of new business growth point and huge user market. By the end of 2014, the number of 4G commercial cities in China has exceeded 300, and the number of users has exceeded 100 million. 4G network construction will stimulate 500 billion yuan of industrial investment. Based on this huge industrial chain and broad user group market, Chinese smartphone manufacturers are facing fierce competition. Samsung phones entered China in 2001, and after 7 or 8 years of active exploration, they have been able to compete with other foreign manufacturers, such as Motorola, Ericsson and Nokia, which entered the Chinese market in the early days. Especially in the era of 3G smartphones, Samsung is on the verge of occupying the market. But with the launch of Apple's high-end smartphones and the strong rise of domestic brands, Samsung phones are facing severe market challenges. The main problems of Samsung smartphone are: the hardware configuration function and software application of the product are lack of innovation, and the product as a whole shows no personality and no regionalization; In the target positioning strategy of the product, the coverage price section is slightly scattered, not concentrated in the strong advantage of the middle and high end of the market, and the implementation of the price policy is not enough, the market price disorder phenomenon is serious; Although the channels cover a wide range of profits, but the level is too complicated, that is, consuming a large number of management costs and weakening the ability of control and control. The decline in performance from the second half of 2013 to the end of 2014 was evident. Samsung's market share has fallen from an average of about 23% to about 16%. Therefore, how to adapt to the 4G era is an important direction for Samsung to think and give solutions from a strategic point of view. In this paper, the marketing strategy of Samsung mobile phone is analyzed by using marketing theory. Firstly, the communication industry and smartphone market are reviewed and summarized and the present situation is studied. Then the PEST method is used to illustrate the influence of the macro environment, economy and technology environment of Samsung mobile phone on enterprises, and the SWOT model and STP theory are used to analyze the advantages, disadvantages, opportunities and threats of Samsung smartphone. Accordingly, find out the problems in Samsung's marketing strategy. Then combined with the core competitiveness of Samsung Company and the advantages that should be brought into play, and firmly grasp the future 4G network to fully expand this important industry strategic opportunity, marketing 4P strategy as the theoretical basis, guided by practical maneuverability. Put forward targeted optimization and improvement suggestions. The research content of this paper can provide practical guiding significance and reference for Samsung and other manufacturers in the communication industry.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.63
本文编号：2488188
[Abstract]:In the more than 10 years at the beginning of the 21 st century, the communication industry has reached the unprecedented level of development. The contribution rate of the whole communication industry to GDP in China is increasing day by day, especially with the extensive commercial use of 4G network, which marks the emergence of new business growth point and huge user market. By the end of 2014, the number of 4G commercial cities in China has exceeded 300, and the number of users has exceeded 100 million. 4G network construction will stimulate 500 billion yuan of industrial investment. Based on this huge industrial chain and broad user group market, Chinese smartphone manufacturers are facing fierce competition. Samsung phones entered China in 2001, and after 7 or 8 years of active exploration, they have been able to compete with other foreign manufacturers, such as Motorola, Ericsson and Nokia, which entered the Chinese market in the early days. Especially in the era of 3G smartphones, Samsung is on the verge of occupying the market. But with the launch of Apple's high-end smartphones and the strong rise of domestic brands, Samsung phones are facing severe market challenges. The main problems of Samsung smartphone are: the hardware configuration function and software application of the product are lack of innovation, and the product as a whole shows no personality and no regionalization; In the target positioning strategy of the product, the coverage price section is slightly scattered, not concentrated in the strong advantage of the middle and high end of the market, and the implementation of the price policy is not enough, the market price disorder phenomenon is serious; Although the channels cover a wide range of profits, but the level is too complicated, that is, consuming a large number of management costs and weakening the ability of control and control. The decline in performance from the second half of 2013 to the end of 2014 was evident. Samsung's market share has fallen from an average of about 23% to about 16%. Therefore, how to adapt to the 4G era is an important direction for Samsung to think and give solutions from a strategic point of view. In this paper, the marketing strategy of Samsung mobile phone is analyzed by using marketing theory. Firstly, the communication industry and smartphone market are reviewed and summarized and the present situation is studied. Then the PEST method is used to illustrate the influence of the macro environment, economy and technology environment of Samsung mobile phone on enterprises, and the SWOT model and STP theory are used to analyze the advantages, disadvantages, opportunities and threats of Samsung smartphone. Accordingly, find out the problems in Samsung's marketing strategy. Then combined with the core competitiveness of Samsung Company and the advantages that should be brought into play, and firmly grasp the future 4G network to fully expand this important industry strategic opportunity, marketing 4P strategy as the theoretical basis, guided by practical maneuverability. Put forward targeted optimization and improvement suggestions. The research content of this paper can provide practical guiding significance and reference for Samsung and other manufacturers in the communication industry.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.63
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