三星手机营销策略分析：.docVIP

本科毕业设计（论文） 题目：三星手机的营销策略分析 教学单位： 经济管理一系 专 业： 国际经济与贸易 学 号： 1009201015 姓 名： 加 正 指导教师： 王中涛 2014年5月 摘要 中国自改革开放以来经济取得了飞速的发展，人民群众对物质的需求也是与日俱增。截止2013年10月，中国手机用户规模为12亿户左右，其中智能手机渗透率为42.97%，智能手机用户规模为5.16亿户;智能手机用户中，手机操作系统以安卓和苹果为主，两者占比分别为67.74%和19.16%，总和超过85%。而中国的手机市场是从1987年对外开放的，刚开始是处于从国外引进和学习的阶段。1999年，三星手机正式进入中国。他们打着 “高雅、时尚” 的品牌理念，通过不断的技术创新和营销方式调整。在2012年荣居中国手机市场销售量榜首。而我国的手机不管是技术还是质量都不及三星手机，所以我们应该向他们学习和加强自身的创新。 本文结合市场营销相关理论，首先对中国手机市场行业进行了简单的阐述，其次对三星手机进行了SWOT竞争策略分析和4P营销策略分析，并总结了三星手机成功的因素，最后指出了我国手机可以从中借鉴的一些经验和其自我的创新。 关键词：三星手机；营销策略；SWOT分析；4P分析 Abstract Since the reform and opening up China has achieved rapid economic development , peoples demand for the material is also growing. As of October 2013 , Chinas mobile phone subscribers around 1.2 billion , of which smart phone penetration rate of 42.97 percent , smartphone users scale 516 million ; smart phone users, mobile phone operating system Android and Apple -based, two who accounted for 67.74% , respectively , and 19.16% , total more than 85 %. And China s mobile phone market is open from 1987 , the beginning is in from abroad and learning stages. In 1999 , Samsung officially entered China . They name of elegant, stylish brand philosophy , through continuous technological innovation and marketing adjustments. In 2012 shines in Chinese mobile phone market sales list. Moreover, Chinas mobile phone regardless of technology or quality inferior to Samsung mobile phones , so we should learn from them and strengthen their innovation. In this paper, the theory of marketing , the first of Chinas mobile phone market, a simple exposition industry , followed by the Samsung phone SWOT analysis and competitive strategy 4P marketing strategy analysis and summarizes the success factors of Samsung mobile phones , mobile phone can be concluded that the country some experience and learn from their self- innovation. Keywords: Samsung mobile phones; marketing strategies; SWOT analysis; 4P analy