韩国三星公司在中国本土化战略研究-企业管理专业论文.docxVIP

万方数据 万方数据 Classified Index: F014.3 U.D.C.: 339.13.017 Dissertation for the Master Degree in Management LOCALIZATION STRATEGIES OF SAMSUNG ELECTRONICS IN CHINA Candidate: Kim Youngmin Supervisor: Prof. Lee Guoxin Academic Degree Applied for: Master of Management Specialty: Enterprise Management Affiliation: School of Management Date of Defense: June, 2014 Degree-Conferring Institution: Harbin Institute of Technology 哈尔滨 哈尔滨工业大学管理硕士学位论文 摘 要 在世界经济不影气的大环境下，中国经济仍然保持着年均 8%的高速增 长 率 ? 中 国 经 济 已 经 一 跃 成 为 世 界 经 济 的 中 心 ， 目 前 和 美 国 一 并 称 之 为 G2，并且市场地位也得到日益提升?随着中国经济的急速增长，中国市场 也逐渐被关注? 目前中国市场作为世界上最大的市场，它的发展速度已经到了难以赶超 的地步，同时海外品牌与中国本土品牌的竞争也日益激烈?本研究的目的是 探索三星公司如何在快速变化的中国市场中不被淘汰，以及如何在中国市场 上的保持竞争优势?本研究是运用 SWOT 分析?STP 战略来分析三星手机 在中国市场的营销战略，根据以上的分析所了解到得中国消费者的消费倾向 为基础，探索三星如何在处于急剧增长的中国市场上占据自己的竞争优势? 为了能在竞争激烈的中国市场上生存下来，三星应该将自己的产品战略 由只做高端手机向中端手机方向转移，尽快进军中高?中低端的智能手机市 场并扩大其产品线?通过丰富的产品线，让不同层次的消费者能找到适合自 己的产品?与此同时，为了维护高端品牌的形象，保证各种产品市场定位的 差别化，按产品定位的不同来制定价格?通过对零售商的直接影响使三星抢 先占领流通渠道优势? 关键词 三星电子公司；中国本土化；市场营销 II - Abstract An aftermath of global economic crisis still hits all around the world, but the economic growth rate of China has still maintained 8% annually. Therefore, Chinese economy has been already considered as the centre of the world’s economy. Besides, the development tendency of Chinese market is also worthwhile. Consequently, China has become G2 which includes the USA and China. Chinese market is continuously being caught the world’s attention according to the rapid growth of Chinese economy. Nowadays, Chinese market has become the biggest market of the world, thus, its frenetic pace of development is already not easy to overtake. And there is fierce competition between imported products and local products in China. The purpose of this study is in order to figure out how Samsung is not able to fall behind in Chinese market, and how to maintain its dominant position. This study found the way to maintain the dominant position of Samsung in the Chinese market