三星战略研究分析剖析.docxVIP

学号：1021344毕业论文（设计）（2010届）题目三星营销策略研究系部财管系专业市场营销班级市场103学生姓名周宇杰成绩指导教师侯冬丽完成日期2014/1/5诚信声明本人郑重声明：所呈交的毕业论文（设计）是我个人在导师指导下，由我本人独立完成。有关观点、方法、数据和文献等的引用已在文中指出，并与参考文献相对应。我承诺，论文中的所有内容均真实、可信。如在文中涉及到抄袭或剽窃行为，本人愿承担由此而造成的一切后果及责任。??毕业论文（设计）作者签名：签名日期：年月日摘要本文描述了在这个日星月异的时代背景下，三星电子集团是如何秉持它的经营理念生存下去。从一个负债170多亿美元且处在破产边缘的公司蜕变成为一个在各个领域上拥有鲜明的产品个性和在高端市场上立足，引领时尚潮流的公司，并且还让三星在电子市场上走出了一条全新的重振品牌之路，并借此跻身全球著名企业。由此本文通过对近年三星经营策略研究的分析，了解了一个成功的电子龙头企业的发展战略，通过市场营销策略组合工具的研究方式，发现了三星电子集团虽然已经迈向了世界电子行业龙头的地位，可是在华经营仍然发现了许多问题，中国市场在世界上占取着无需置疑的重要地位，三星电子更应该把握住在华市场营销的战略，由此更应该针对中国国情做好顶层设计，对产品研发、定价、售后服务以及渠道和促销战略做到有的放矢。让三星电子在华市场上做的更好同时树立一个榜样的地位让中国电子企业意识到技术与人才理念的重要性。由此，本文通过对三星集团的成功策略进行展开说明，对中国电子企业起到一个借鉴的作用。关键词：三星；营销策略；经营理念AbstractThis paper describes the Sun and star rapidly under the background of the times, Samsung Electronics Group is how to uphold its business philosophy of survival. From a debt of $aboutand was on the verge of bankruptcy of the company become a in various fields have distinct product personality and a foothold in the high-end market, leading the fashion trend of the company, and also let Samsung walked out of a new road to revive the brand in electronic markets, and to one of the world famous enterprises. This paper based on the analysis in recent years, Samsung business strategy research, understand the development strategy of a successful electronic leading enterprises, by studying the way marketing strategy combination tools, found Samsung Group has been to the world electronic industry leading position, but operating in China are still found a lot of problems, China market take an important position without doubt in the world, Samsung Electronics should seize the Chinese market marketing strategy, which should be more China conditions for good top-level design, to product development, pricing, after sale service and channel and promotion strategy do have a definite object in view. Let Samsung Electronics in China market do better at the same time, set an example status let China elect