【摘要】：通信產(chǎn)業(yè)在21世紀初的這10多年中,達到了空前未有的發(fā)展水平。整個通信行業(yè)對我國GDP的貢獻率日益增長,尤其是隨著4G網(wǎng)絡的廣泛商用,標志著新的業(yè)務增長點和龐大用戶市場的出現(xiàn)。到2014年底,國內(nèi)4G商用城市數(shù)已超過300個,用戶數(shù)已超過1億。4G網(wǎng)絡建設將拉動5000億元的產(chǎn)業(yè)投資�；谶@個龐大的產(chǎn)業(yè)鏈和廣闊的用戶群市場,我國智能手機的廠商正面臨著競爭激烈的市場格局。三星手機在2001年進入中國,經(jīng)過7,8年的積極探索,已經(jīng)能與當時非常知名的,早期就進入中國市場的摩托羅拉、愛立信和諾基亞等國外廠商相抗衡。尤其是在3G智能機時代到來時,三星一觸即發(fā)占領了市場先機。但隨著蘋果高端智能手機的上市,和國產(chǎn)品牌的強勢崛起,三星手機正面臨著嚴峻的市場挑戰(zhàn)。三星智能手機出現(xiàn)的主要問題是：產(chǎn)品硬件配置功能和軟件應用都缺乏創(chuàng)新,產(chǎn)品整體表現(xiàn)出無個性無區(qū)格化；在產(chǎn)品的目標定位策略上,覆蓋價位段略顯分散,沒有集中定位在優(yōu)勢強勁的中高端以上市場,且價格政策貫徹力度不夠,市場亂價現(xiàn)象嚴重；渠道雖然覆蓋廣泛,利潤相對豐厚,但層次過于繁雜,即消耗大量管理成本又削弱管控能力。這些問題從2013年下半年到2014年末的業(yè)績下滑程度上都得以顯現(xiàn)。三星市場占有率已經(jīng)從之前的平均23%左右下降到16%左右。因此,如何能順應4G時代是三星要放在戰(zhàn)略高度去思考和給出解決方案的重要方向。本文應用市場營銷理論對三星手機的市場營銷策略作出了分析,首先對通訊行業(yè)和智能手機市場做了回顧總結和現(xiàn)狀研究,然后應用PEST方法闡明三星手機目前所處的宏觀環(huán)境及經(jīng)濟和技術環(huán)境給企業(yè)帶來的影響,運用SWOT模型和STP理論對三星智能手機的優(yōu)勢,劣勢,機會和威脅重點分析,相應的找出三星公司營銷戰(zhàn)略上的問題點。然后結合三星公司的核心競爭力和應當發(fā)揮的優(yōu)勢,并緊緊抓住未來4G網(wǎng)絡全面鋪開這一重大行業(yè)戰(zhàn)略時機,以市場營銷4P策略作為理論基礎,以實際可操作性為指導依據(jù),有針對性的提出優(yōu)化和改進建議。本文研究內(nèi)容能夠對三星公司及通信行業(yè)的其他廠商產(chǎn)生現(xiàn)實的指導意義和提供借鑒。
[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.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.63

【參考文獻】

相關期刊論文 前8條

1 李傳裕;;跨國公司在華營銷戰(zhàn)略演變對我國企業(yè)的啟示[J];改革與戰(zhàn)略;2010年08期

2 楊碧玲;;2012中國智能手機產(chǎn)業(yè)五大特點[J];集成電路應用;2013年01期

3 左岸;;TD-LTE商用第一年:盡顯4G速度[J];通信世界;2014年33期

4 許培芝;;跨國公司中國本土化營銷策略的映射[J];社科縱橫;2012年06期

5 周茵;莊貴軍;崔曉明;;營銷渠道中的渠道關系、權力使用與投機行為[J];商業(yè)經(jīng)濟與管理;2011年03期

6 郁樹甲;;創(chuàng)新型功能手機的市場研發(fā)[J];上海經(jīng)濟;2013年03期

7 張世偉;郝威;;通信組織運用中的信息安全與防護研究[J];中國新通信;2015年02期

8 阿茹汗;何謙;;“反智”手機的新機會[J];新商務周刊;2013年05期

相關碩士學位論文 前6條

1 劉寧;蘋果手機在中國市場的營銷策略研究[D];湘潭大學;2012年

2 張明;G智能手機基于4R理論的營銷策略研究[D];南京理工大學;2013年

3 譚燕;中國電信3G業(yè)務營銷策略研究[D];四川師范大學;2013年

4 楊小真;百事公司的本土化營銷[D];華東理工大學;2014年

5 葛亞琴;我國智能手機市場細分和競爭策略研究[D];南京農(nóng)業(yè)大學;2012年

6 王舒;百勝（中國）的標準化與本土化營銷模式分析[D];遼寧大學;2014年

，

本文編號：2488188