本文選題：市場(chǎng)營(yíng)銷 + 筆記本電腦　； 參考：《遼寧大學(xué)》2012年碩士論文

【摘要】：科技興國(guó)已經(jīng)成為我國(guó)未來(lái)發(fā)展的基礎(chǔ),作為經(jīng)濟(jì)發(fā)展的新型基礎(chǔ)支柱行業(yè),電子產(chǎn)業(yè)正在高速地向前發(fā)展。隨著逐漸從初始的混亂階段過(guò)渡到高速良性發(fā)展階段,市場(chǎng)環(huán)境也變得日益復(fù)雜,在市場(chǎng)日益激勵(lì)競(jìng)爭(zhēng)、產(chǎn)品趨同嚴(yán)重的今天,如何能獲得更大的利潤(rùn),已經(jīng)成為企業(yè)長(zhǎng)期發(fā)展的目標(biāo)。很多廠商只是盲目地進(jìn)行價(jià)格競(jìng)爭(zhēng)及媒體炒作,在電子行業(yè)中,市場(chǎng)營(yíng)銷工作并沒有營(yíng)銷戰(zhàn)略理論基礎(chǔ)及具體實(shí)施方法作為指導(dǎo),這樣的營(yíng)銷形式也影響了利潤(rùn)。因此,本文以三星筆記本電腦Q系列新品營(yíng)銷方案作為案例進(jìn)行研究具有重要的實(shí)際意義。 中國(guó)三星1985年在香港開始運(yùn)營(yíng),到現(xiàn)在為止已經(jīng)通過(guò)旗下的23個(gè)企業(yè)在中國(guó)建立了39個(gè)生產(chǎn)法人,39個(gè)銷售法人,7個(gè)研究所,70個(gè)代表處及辦事處。截止2011年年底,累計(jì)投資規(guī)模達(dá)到105億美元,品牌價(jià)值達(dá)到234.3億美元；全球500強(qiáng)排名上升至22位。三星筆記本電腦產(chǎn)品2001年進(jìn)入中國(guó)市場(chǎng)以來(lái),已經(jīng)躋身于全球十大筆記本電腦廠商第六位,在2011年與DELL同樣排名增長(zhǎng)率第一名。三星筆記本電腦事業(yè)部憑借其他產(chǎn)品線如手機(jī)、液晶面板等優(yōu)勢(shì)產(chǎn)品的力量,通過(guò)開發(fā)與設(shè)計(jì)方面的優(yōu)勢(shì),持續(xù)提供創(chuàng)新型產(chǎn)品。除了三星品牌的拉力以外,針對(duì)渠道、產(chǎn)品、價(jià)格、促銷的4P市場(chǎng)營(yíng)銷方式也是三星筆記本近年來(lái)快速成長(zhǎng)的重要因素。 本文以三星筆記本電腦Q系列市場(chǎng)營(yíng)銷方案作為案例進(jìn)行分析,通過(guò)2011年?duì)I銷策略分析,對(duì)于2012年的新品營(yíng)銷方案進(jìn)行理論指導(dǎo)。2011年作為中國(guó)定制產(chǎn)品Q系列上市以后,迅速成為渠道的利潤(rùn)增長(zhǎng)點(diǎn)產(chǎn)品,前期有效地預(yù)熱宣傳、渠道宣導(dǎo)、價(jià)格政策制定及有針對(duì)性的促銷政策的制定和執(zhí)行,都成為Q系列成功上市的有力支持。有了2011年的鋪墊,理論結(jié)合實(shí)際的案例分析為日后的工作提供指導(dǎo)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.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F416.671

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