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四川大学锦城学院本科毕业论文三星手机在中国市场的营销策略研究I本科生毕业论文（设计）题目三星手机在中国市场的策略营销研究系别工商管理系专业市场营销学生姓名郑秋露学号090510143年级10级指导教师黄颖教务部制表二ΟΟ年月日四川大学锦城学院本科毕业论文三星手机在中国市场的营销策略研究II三星手机在中国市场的营销策略研究专业：市场营销学生：指导老师：摘要三星作为国际品牌厂商，进入中国是在2001年，相对于国际知名厂商摩托罗拉、爱立信和诺基亚较晚，在面对当时已经被三大品牌占据了95%的份额的中国手机市场上，三星积极探索自己的发展道路，在中国市场逐渐占据有利的地位。近年来，三星手机的业务在中国不断发展壮大，中国成为三星公司全球发展战略的一个重要部分。面刘一中国手机市场激烈的竞争环境，三星需要怎样应刘一才能使自己持续强大，成为行业的领导者，立于不败之地，是我们需要思考的问题。本文以相关的市场营销理论为基础，综合分析了三星手机的市场营销策略。首先，文章运用PEST分析方法对三星手机所处的宏观环境和行业的竞争环境进行分析，清晰地了解行业的发展状况；然后对三星手机的产品策略、价格策略、渠道策略和促销策略进行了综合分析，找到企业在营销策略方面存在的问题，最后对三星手机的发展提出了一些优化建议。通过本文的研究，对三星手机以及国内外其它各大手机厂商的发展具有现实的参考意义。关键词：三星；手机；营销策略；3G；智能手机四川大学锦城学院本科毕业论文三星手机在中国市场的营销策略研究IIIStudyonthemarketingstrategyofSamsungmobilephonemarketinChinaMajor:MarketingStudent:Supervisor:AbstractSamsungasinternationalbrandmanufacturers,toentertheChinesein2001,comparedwiththeinternationalwell-knownmanufacturersMotorola,EricssonandNokialate,inthefaceofwerethreebrandsaccountedfor95%shareoftheChinamobilephonemarket,Samsungandactivelyexplorethedevelopmentroadoftheirown,graduallyoccupyafavorablepositioninChinamarket.Inrecentyears,SamsungmobilephonebusinessinChinacontinuetogrowanddevelop,ChinabecomesanimportantpartoftheglobaldevelopmentstrategyofSamsungCorp.SurfaceofamobilephoneChineseLiufiercemarketcompetitionenvironment,howshouldLiuSamsungneedstomaketheirownceaselessly,becometheindustryleader,remaininvincible,isthatweneedtothinkabout.Inthispaper,onthebasisofrelevantmarketingtheory,acomprehensiveanalysisofthemarketingstrategyofSamsungmobilephone.Firstofall,thearticleanalyzesthemacroenvironmentbyusingthePESTanalysismethodofSamsungmobilephoneandindustrycompetitionenvironment,clearlyunderstandthesituationofthedevelopmentoftheindustry;andthenmakeacomprehensiveanalysisoftheSamsungmobilephoneproductstrategy,pricestrategy,channelstrategyandpromotionstrategy,tofindtheexistingproblemsinmarketingstrategyofenterprises,andfinallyputsforwardsomeoptimizationsuggestionsfordevelopmentofSamsungmobilephone.Throughthisresearch,haspracticalreferencesignificancetothedevelopmentofSamsungmobilephoneathomeandabroadaswellasothermajormobilephonemanufacturers.Keywords:Samsung;mobilephone;marketingstrategy;3G;intelligentmobilephone四川大学锦城学院本科毕业论文三星手机在中国市场的营销策略研究IV目录1绪论.............................................................................................................................11.1研究背景..........................................................................................................11.2研究意义..........................................................................................................12三星手机营销环境分析.............................................................................................22.1宏观环境PEST分析......................................................................................22.1.1政治法律环境.......................................................................................22.1.2经济环境...............................................................................................22.1.3社会文化环境.......................................................................................32.1.4技术环境...............................................................................................32.2三星手机产品及在中国的发展现状..............................................................33三星品牌手机产品定位及营销4P组合分析..........................................................53.1三星手机产品定位分析..................................................................................53.2三星手机产品策略分析..................................................................................53.2.1三星手机产品品牌策略.......................................................................53.2.2三星手机产品生命周期管理...............................................................53.3三星手机价格策略分析..................................................................................53.3.1产品定价目标.......................................................................................53.3.2定价方法...............................................................................................63.3.3定价策略...............................................................................................63.3.4价格调整...............................................................................................73.3.5价格管理...............................................................................................73.4三星手机渠道策略分析..................................................................................73.4.1三星手机渠道客户类型现况...............................................................73.4.2三星手机零售终端管理.......................................................................83.5三星手机促销策略分析..................................................................................93.5.1广告.......................................................................................................93.5.2促销.......................................................................................................93.5.3公共关系...............................................................................................9