韩国三星公司在中国本土化战略研究

发布时间：2018-02-11 07:56

本文关键词： 三星电子公司中国本土化市场营销　出处：《哈尔滨工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：在世界经济不影气的大环境下，中国经济仍然保持着年均8%的高速增长率。中国经济已经一跃成为世界经济的中心，目前和美国一并称之为G2，并且市场地位也得到日益提升。随着中国经济的急速增长，中国市场也逐渐被关注。目前中国市场作为世界上最大的市场，它的发展速度已经到了难以赶超的地步，同时海外品牌与中国本土品牌的竞争也日益激烈。本研究的目的是探索三星公司如何在快速变化的中国市场中不被淘汰，以及如何在中国市场上的保持竞争优势。本研究是运用SWOT分析、STP战略来分析三星手机在中国市场的营销战略，根据以上的分析所了解到得中国消费者的消费倾向为基础，探索三星如何在处于急剧增长的中国市场上占据自己的竞争优势。为了能在竞争激烈的中国市场上生存下来，三星应该将自己的产品战略由只做高端手机向中端手机方向转移，尽快进军中高、中低端的智能手机市场并扩大其产品线。通过丰富的产品线，让不同层次的消费者能找到适合自己的产品。与此同时，为了维护高端品牌的形象，保证各种产品市场定位的差别化，，按产品定位的不同来制定价格。通过对零售商的直接影响使三星抢先占领流通渠道优势。
[Abstract]:In the global economic climate, China's economy is still growing at a high annual rate of 8%. China's economy has leapt to become the center of the world economy. It is now known as the G2 along with the United States, and the market position is growing. As China's economy grows rapidly, the Chinese market is gaining attention. At present, as the largest market in the world, the Chinese market is developing at a rate that is difficult to catch up with. The aim of this study is to explore how Samsung will not be eliminated in the rapidly changing Chinese market. And how to maintain the competitive advantage in the Chinese market. This study uses SWOT to analyze the marketing strategy of Samsung mobile phone in China market. Based on the above analysis, we can find out that the Chinese consumers' consumption tendency is the basis. Explore how Samsung occupies its competitive edge in a rapidly growing Chinese market. In order to survive in the highly competitive Chinese market, Samsung should shift its product strategy from only high-end mobile phones to mid-end mobile phones, and move to ZhongGao as soon as possible. The middle and low end smartphone market and expanding its product line. Through a wealth of product lines, different levels of consumers can find their own products. At the same time, to maintain the image of high-end brands, To ensure the differentiation of market positioning of all kinds of products and to set the price according to the different positioning of products, Samsung preempts the advantage of circulation channel through the direct influence on retailers.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F416.63

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