三星手机在中国的营销策略研究及对中国手机行业的启示
发布时间：2022-11-06 10:08
随着现代科技的进步及人们物质生活水平的提高,手机已成大众最喜爱的电子消费类产品。中国经过近几年的高速发展,现在已经成为全球第一大手机市场。中国手机市场就像一块大的蛋糕,吸引着多个国际手机业巨头和中国国内手机厂商。他们在国内、国际手机市场上,展开了激烈的争夺。众所周知,在1999年当国产手机刚刚进入中国的手机市场时,很少有人敢断言国产手机能够像国产彩电业那样完成在国内市场的绝地反攻,占据市场的主导地位。然而,随着时间的推移,中国的手机市场发了生微妙的变化,传统的三大品牌诺基亚、摩托罗拉、和爱立信的市场份额逐渐削弱,而由于价格、渠道、促销的优势,国产手机市场份额却逐年上升,2000年的市场占有率不到8%,2001年底国产手机的市场占有率已经达到15%,而2002年底则超过30%,2003年更是超过了50%,实现了历史性的跨越。但是从2004年开始,洋品牌迅速调整营销战略和策略,前几年失去的市场正呈现重新夺回的气象,恰恰相反,国产手机的技术却没有多大长进,2004年国产手机在新产品的推广上可谓集体沉寂,不论在新品的数量上还是质量上均无亮点可见。2005年手机市场最令人沮丧的事情就是国产手机市...
【文章页数】：79 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
1.1 Background and Significance of the Study
1.2 Relevant Research
1.3 Study Method
1.4 Thesis Structure
Chapter Ⅱ Analysis of China's Mobile Phone Industry
2.1 The Development Steps of Domestic Mobile Phone Industry
2.1.1 The Emergence and Fast Development of Domestic Mobile Phones (1998-2003)
2.1.2 The Declining Stage of Domestic Mobile Phones (2003-2007)
2.1.3 The Continued Declining Stage of Domestic Mobile Phones
2.2 Current Marketing Situation of Domestic Mobile Phone Industry
2.2.1 Current Competition
2.2.2 Mobile Phone Demand
2.2.3 Mobile Phone Price
2.2.4 Mobile Phone Channels
2.2.5 Mobile Phone Style Preference
2.3 Analysis of Domestic Mobile Phone Industry
2.3.1 Advantages of Domestic Mobile Phone Industry
2.3.2 Problems of Domestic Mobile Phone Industry in Marketing
2.3.3 Opportunities for Domestic Mobile Industry
2.3.4 Threats to Domestic Mobile Industry
Chapter Ⅲ Samsung and Its Marketing Strategies in China
3.1 About Samsung Electronics
3.2 Macro Marketing Environment of Samsung Mobile Phone in China
3.2.1 Economic Factor Analysis
3.2.2 Political and Cultural Factor Analysis
3.2.3 Technological Factor Analysis
3.3 The Competitive Environment of Samsung Mobile Phone in China
3.3.1 The Competition from Potential Enters
3.3.2 The Competition from Alternative Products
3.3.3 The Buyer's Bargaining Power
3.3.4 The Supplier Bargaining Power
3.3.5 The Competition from Current Competitors
3.4 Analyses of the Samsung's Marketing Strategy in China
3.4.1 Product Strategies
3.4.2 Pricing Strategies
3.4.3 Channel Strategies
3.4.4 Promotion Strategies
Chapter Ⅳ Implications of Samsung's Marketing Strategies in China toChina's Mobile Phone Industry
4.1 About Product
4.1.1 Mastering and Developing Core Technologies
4.1.2 Developing High-End Products
4.1.3 Focusing on Product Design
4.2 About Price
4.2.1 Business Mobile Phone Pricing Strategy
4.2.2 College Student Mobile Phone Pricing Strategy
4.2.3 Life Cycle Pricing Strategy
4.3 About Channel
4.3.1 Developing Various Distribution Channels
4.3.2 Simplifying the Distribution Layer
4.3.3 Exploring International Markets
4.4 About Promotion
4.4.1 Adopting Customer-Centered Promotion Methods
4.4.2 Applying Various Promotion Methods to Improve Brand Image
4.4.3 Enhancing the Management of Promotion Staff
Chapter Ⅴ Conclusions
REFERENCES
ACKNOWLEDGEMENT
【参考文献】：
期刊论文
[1]论国产手机的现状和出路[J]. 陈海鸥. 才智. 2009(08)
[2]3G和家电下乡是2009手机增长点[J]. 袁茂峰. TWICE消费电子商讯. 2009(02)
[3]三星品牌重塑之道[J]. 杨清云,何佳讯. 上海国资. 2006(08)
[4]增势强劲 亮点频现——沃达丰2004年中财报透析[J]. 舒文琼. 通信世界. 2004(45)
硕士论文
[1]我国国产手机市场研究[D]. 冯祺.天津大学 2009
[2]国产手机的品牌营销策略研究[D]. 张成钢.山东大学 2008
[3]三星手机的体育营销策略研究[D]. 郭震.对外经济贸易大学 2006
[4]中兴通讯手机营销策略研究[D]. 钟国君.湖南大学 2005
本文编号：3703311
【文章页数】：79 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
1.1 Background and Significance of the Study
1.2 Relevant Research
1.3 Study Method
1.4 Thesis Structure
Chapter Ⅱ Analysis of China's Mobile Phone Industry
2.1 The Development Steps of Domestic Mobile Phone Industry
2.1.1 The Emergence and Fast Development of Domestic Mobile Phones (1998-2003)
2.1.2 The Declining Stage of Domestic Mobile Phones (2003-2007)
2.1.3 The Continued Declining Stage of Domestic Mobile Phones
2.2 Current Marketing Situation of Domestic Mobile Phone Industry
2.2.1 Current Competition
2.2.2 Mobile Phone Demand
2.2.3 Mobile Phone Price
2.2.4 Mobile Phone Channels
2.2.5 Mobile Phone Style Preference
2.3 Analysis of Domestic Mobile Phone Industry
2.3.1 Advantages of Domestic Mobile Phone Industry
2.3.2 Problems of Domestic Mobile Phone Industry in Marketing
2.3.3 Opportunities for Domestic Mobile Industry
2.3.4 Threats to Domestic Mobile Industry
Chapter Ⅲ Samsung and Its Marketing Strategies in China
3.1 About Samsung Electronics
3.2 Macro Marketing Environment of Samsung Mobile Phone in China
3.2.1 Economic Factor Analysis
3.2.2 Political and Cultural Factor Analysis
3.2.3 Technological Factor Analysis
3.3 The Competitive Environment of Samsung Mobile Phone in China
3.3.1 The Competition from Potential Enters
3.3.2 The Competition from Alternative Products
3.3.3 The Buyer's Bargaining Power
3.3.4 The Supplier Bargaining Power
3.3.5 The Competition from Current Competitors
3.4 Analyses of the Samsung's Marketing Strategy in China
3.4.1 Product Strategies
3.4.2 Pricing Strategies
3.4.3 Channel Strategies
3.4.4 Promotion Strategies
Chapter Ⅳ Implications of Samsung's Marketing Strategies in China toChina's Mobile Phone Industry
4.1 About Product
4.1.1 Mastering and Developing Core Technologies
4.1.2 Developing High-End Products
4.1.3 Focusing on Product Design
4.2 About Price
4.2.1 Business Mobile Phone Pricing Strategy
4.2.2 College Student Mobile Phone Pricing Strategy
4.2.3 Life Cycle Pricing Strategy
4.3 About Channel
4.3.1 Developing Various Distribution Channels
4.3.2 Simplifying the Distribution Layer
4.3.3 Exploring International Markets
4.4 About Promotion
4.4.1 Adopting Customer-Centered Promotion Methods
4.4.2 Applying Various Promotion Methods to Improve Brand Image
4.4.3 Enhancing the Management of Promotion Staff
Chapter Ⅴ Conclusions
REFERENCES
ACKNOWLEDGEMENT
【参考文献】：
期刊论文
[1]论国产手机的现状和出路[J]. 陈海鸥. 才智. 2009(08)
[2]3G和家电下乡是2009手机增长点[J]. 袁茂峰. TWICE消费电子商讯. 2009(02)
[3]三星品牌重塑之道[J]. 杨清云,何佳讯. 上海国资. 2006(08)
[4]增势强劲 亮点频现——沃达丰2004年中财报透析[J]. 舒文琼. 通信世界. 2004(45)
硕士论文
[1]我国国产手机市场研究[D]. 冯祺.天津大学 2009
[2]国产手机的品牌营销策略研究[D]. 张成钢.山东大学 2008
[3]三星手机的体育营销策略研究[D]. 郭震.对外经济贸易大学 2006
[4]中兴通讯手机营销策略研究[D]. 钟国君.湖南大学 2005
本文编号：3703311
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