三星品牌重塑之道（Samsung way remodeling）.docVIP

三星品牌重塑之道（Samsung way remodeling） He is an associate professor at the Business School of East China Normal University and deputy secretary-general of the China marketing research center. Yang Qingyun: the case. Contributing author Samsung brand remodeling Road [case hints] In the development of the electronic industry, mentioned in recent years, the fastest rising brand value of the company, no doubt people think of South Korea samsung! The company was founded in 1969, the early business mainly in the production of low-cost products, in the eyes of Westerners, Samsung has represented low price, low quality and imitation of the two or three companies. In 1990s, the implementation of brand strategy to reshape the Samsung, Samsung to build first-class brand, now Samsung Representatives fashion, high-grade, leading technology, e of the global leadership of the Brand Companys transformation, only 36 years! Today, as the main brand of Samsung, its main business scope including semiconductor, digital media, communication network and digital business application, and in various fields on the Samsung brand has its distinctive personality, based on the high-end market, leading the fashion trend. From 1990s to re shape the image of the brand to launch Samsung brand from a first-class products, the experience of the Asian financial crisis, the debt of $about on the verge of bankruptcy, by 2000, the brand value of $5 billion 200 million, ranking 43 in the world; until the October 27, 2005 edition of the American Newsweek published the brand value ranking, Samsung the brand value in 2005 of 100 of the worlds most valuable brand twentieth to $14 billion 900 million, and for the first time exceeded its years of enemies -- SONY ($10 billion 800 million, twenty-eighth). Samsung has stepped out of a brand new way to revive the brand in the electronic market and has been among the worlds leading enterprises. Samsungs brand value has increased by 186% in the past 6 years (as