三星手机市场营销策略研究
毕业论文关键词：三星手机；市场营销策略；营销环境
Research on Samsung Mobile Marketing Strategy
Abstract：China is a populous country, the huge size of the population and sustained economic development the Chinese mobile phone industry has great potential for development. From the introduction of the right foot machine market in China in the beginning to now, many international brands have entered China to build production bases, to seize the Chinese mobile phone market. Development of China's mobile phone industry continues to mature. Into the century, the increasingly fierce competition in the mobile phone industry. At the same time the economic development and technological progress of the major mobile phone manufacturers put forward higher requirements. Today's development, the popularity of smart phones, cell phones for domestic and foreign manufacturers, opportunities and challenges.Faced with increasingly fierce competition, how in the Chinese mobile phone market foothold, Samsung has become one of the key development.Research and analysis Samsung marketing strategy process, combined with the inadequacies of Samsung mobile phone marketing, the corresponding proposed product design innovation, product price positioning, development of special channels to strengthen advertising and other countermeasures.hoping to through this study for the development of Samsung mobile phones and other mobile phone companies have a certain reference value development.
Key words: Samsung mobile;Marketing; Marketing Environment;Innovation
目 录
摘 要 1
Abstract 1
一、相关理论概述 2
（一）市场营销策略的概念 2
（二）影响市场营销策略的因素 3
（三）三星手机市场概况 3
二、三星手机市场营销策略现状分析 3
（一）产品策略分析 4
（二）价格策略分析 5
（三）渠道策略分析 5
（四）促销策略分析 6
三、三星手机市场营销策略中存在的问题 7
（一）产品无法突出设计，缺乏创新 7
（二）产品营销费用过大，高价定位 7
（三）渠道类别多成本高，冲突严重 8
（四）促销广告宣传不足，活动较少 8
四、三星手机市场营销策略的优化建议 9
（一）坚持设计创新，建设品牌活动 9
（二）采取撇脂定价，控制零售价格 9
（三）开发特殊渠道，提高产品销量 10
（四）重视推广活动，加强宣传力度 10
参考文献 12
致谢 13
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