三星笔记本Q系列新品市场营销方案问题研究

发布时间：2018-05-01 20:26

本文选题：市场营销 + 笔记本电脑　；参考：《辽宁大学》2012年硕士论文

【摘要】：科技兴国已经成为我国未来发展的基础,作为经济发展的新型基础支柱行业,电子产业正在高速地向前发展。随着逐渐从初始的混乱阶段过渡到高速良性发展阶段,市场环境也变得日益复杂,在市场日益激励竞争、产品趋同严重的今天,如何能获得更大的利润,已经成为企业长期发展的目标。很多厂商只是盲目地进行价格竞争及媒体炒作,在电子行业中,市场营销工作并没有营销战略理论基础及具体实施方法作为指导,这样的营销形式也影响了利润。因此,本文以三星笔记本电脑Q系列新品营销方案作为案例进行研究具有重要的实际意义。中国三星1985年在香港开始运营,到现在为止已经通过旗下的23个企业在中国建立了39个生产法人,39个销售法人,7个研究所,70个代表处及办事处。截止2011年年底,累计投资规模达到105亿美元,品牌价值达到234.3亿美元；全球500强排名上升至22位。三星笔记本电脑产品2001年进入中国市场以来,已经跻身于全球十大笔记本电脑厂商第六位,在2011年与DELL同样排名增长率第一名。三星笔记本电脑事业部凭借其他产品线如手机、液晶面板等优势产品的力量,通过开发与设计方面的优势,持续提供创新型产品。除了三星品牌的拉力以外,针对渠道、产品、价格、促销的4P市场营销方式也是三星笔记本近年来快速成长的重要因素。本文以三星笔记本电脑Q系列市场营销方案作为案例进行分析,通过2011年营销策略分析,对于2012年的新品营销方案进行理论指导。2011年作为中国定制产品Q系列上市以后,迅速成为渠道的利润增长点产品,前期有效地预热宣传、渠道宣导、价格政策制定及有针对性的促销政策的制定和执行,都成为Q系列成功上市的有力支持。有了2011年的铺垫,理论结合实际的案例分析为日后的工作提供指导作用。
[Abstract]:Revitalizing the country by science and technology has become the basis of our country's future development. As a new basic pillar industry of economic development, electronic industry is developing at a high speed. With the gradual transition from the initial chaotic stage to the high speed and benign development stage, the market environment has become increasingly complex. Has become the enterprise long-term development goal. Many manufacturers only blindly carry out price competition and media hype, in the electronic industry, the marketing work does not have the marketing strategy theory foundation and the concrete implementation method as the instruction, such marketing form also affects the profit. Therefore, it is of great practical significance to take the Q series of Samsung notebook computer as a case study. Samsung, which started operations in Hong Kong in 1985, has so far established 39 production companies, 39 sales legal persons, 7 research institutes, 70 representative offices and offices in China through its 23 enterprises. By the end of 2011, cumulative investment had reached $10.5 billion, with a brand value of $23.43 billion; the top 500 had risen to 22nd place. Samsung's notebook products have ranked sixth among the world's top 10 laptop makers since they entered the Chinese market in 2001, and were also ranked first in 2011, along with DELL. With the strength of other products, such as mobile phones and LCD panels, Samsung notebook computer division provides innovative products through the advantages of development and design. In addition to the pull of Samsung brand, the 4P marketing mode aimed at channel, product, price and promotion is also an important factor in the rapid growth of Samsung notebook in recent years. This paper takes the marketing scheme of Q series of Samsung notebook computer as a case study. Through the analysis of marketing strategy in 2011, the paper gives theoretical guidance to the new product marketing scheme of 2012. After the launch of Q series of customized products in China in 2011, It has become the profit increasing point product of the channel, the effective preheating propaganda, the channel propaganda, the price policy formulation and the pertinence promotion policy formulation and the execution, all become the Q series successful listing strength support. With the paving of 2011, the theory combined with practical case analysis to provide guidance for future work.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F416.671

【共引文献】