本文關(guān)鍵詞：三星電子華北市場(chǎng)品牌營(yíng)銷存在問(wèn)題與對(duì)策研究　出處：《太原理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 三星電子 品牌營(yíng)銷 市場(chǎng)細(xì)分 渠道管理

【摘要】：在企業(yè)的經(jīng)營(yíng)過(guò)程中,品牌是靈魂的體現(xiàn)。品牌既是一個(gè)企業(yè)經(jīng)濟(jì)實(shí)力、市場(chǎng)地位的象征,也是其持續(xù)發(fā)展能力的代表。所以企業(yè)要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中保持競(jìng)爭(zhēng)優(yōu)勢(shì),必須要建立自己的品牌資產(chǎn)。而品牌營(yíng)銷對(duì)于一個(gè)企業(yè)品牌的建立和發(fā)展上起著至關(guān)重要的作用,卓越的品牌營(yíng)銷能夠促進(jìn)企業(yè)建立統(tǒng)一的目標(biāo),充分整合和運(yùn)用品牌營(yíng)銷的各種資源,形成強(qiáng)勢(shì)的知名品牌,展開(kāi)風(fēng)格化的品牌管理,并有效降低營(yíng)銷中的各種成本,并且快速提升銷售業(yè)績(jī)和完成品牌資產(chǎn)的累計(jì)。全球著名企業(yè)三星電子也正是明白品牌營(yíng)銷在企業(yè)發(fā)展中的重要地位,所以在經(jīng)歷1997年和1998年嚴(yán)重的經(jīng)濟(jì)危機(jī)后,重新樹(shù)立戰(zhàn)略目標(biāo),加強(qiáng)品牌營(yíng)銷宣傳,通過(guò)體育營(yíng)銷、大學(xué)生營(yíng)銷、選用明星代言、文化營(yíng)銷、公益營(yíng)銷等等多種方式的營(yíng)銷手段強(qiáng)化消費(fèi)者對(duì)三星電子的信任和好感。在之后的幾年時(shí)間里,公司的營(yíng)業(yè)收入增長(zhǎng)了10倍,凈利潤(rùn)猛增了100倍,三星電子成為世界知名的品牌,并且三星電子成為通訊行業(yè)的佼佼者,為三星電子的發(fā)展奠定了非常好的基礎(chǔ)。然而自2013年4季度以來(lái),卻連續(xù)4個(gè)季度發(fā)布業(yè)績(jī)公告顯示營(yíng)業(yè)額和利潤(rùn)雙雙下滑。是什么原因?qū)е铝巳请娮舆@個(gè)局面呢?本文結(jié)合個(gè)人工作實(shí)際針對(duì)三星電子在華北市場(chǎng)的品牌營(yíng)銷的現(xiàn)狀及產(chǎn)生的問(wèn)題點(diǎn)進(jìn)行深入剖析。運(yùn)用了PEST理論、波特五力模型、SWOT理論等對(duì)三星電子品牌營(yíng)銷的內(nèi)外環(huán)境進(jìn)行了分析,最后在前邊所有工作的基礎(chǔ)上提出改進(jìn)方法和實(shí)施對(duì)策,得出三星電子的未來(lái)研究發(fā)展方向。通過(guò)理論和實(shí)踐的相結(jié)合,得出以下結(jié)論:三星電子華北市場(chǎng)品牌營(yíng)銷應(yīng)重點(diǎn)從:(1)精品化產(chǎn)品路線,強(qiáng)化產(chǎn)品質(zhì)量;(2)渠道規(guī)劃與梳理,條理各種供貨模式;(3)終端價(jià)格管控,確保渠道利潤(rùn)(4)合理控制營(yíng)銷成本,提高費(fèi)用使用效率;(5)本土化營(yíng)銷,提高消費(fèi)者感知五個(gè)方面進(jìn)行著重入手。三星電子雖然遇到暫時(shí)的發(fā)展瓶頸,但三星電子一方面擁有世界最先進(jìn)的技術(shù),在顯示屏、處理器、閃存等等關(guān)鍵技術(shù)上一直引領(lǐng)通訊行業(yè)的發(fā)展格局;另一方面三星電子在中國(guó)華北市場(chǎng)的份額在20%以上,擁有廣大的客戶群和品牌知名度,隨著產(chǎn)品路線、市場(chǎng)管控、價(jià)位管理、目標(biāo)用戶營(yíng)銷等多方面因素的管理和控制下,相信三星電子會(huì)重現(xiàn)往日輝煌,成為通訊行業(yè)真正的領(lǐng)導(dǎo)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.
【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.6

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