三星的品牌战略管理.pptVIP

BRAND STRATEGY MANAGEMENT OF SAMSUNG BRAND STRATEGY ANALYSIS EFFORTS TO BRAND THEMSELVES STRATEGY TOWARDS CHINA INSPIRATION TO CHINA ;BRAND STRATEGY ANALYSIS 1.SET AN EXPLICT STRATEGIC GOAL The strategic goal of samsung is not only to be a successful company, but a leader in the electronics field.so they took sony as a competitor and try their best to move ahead of sony.now,in the world market,samsung mobile is the most popular ones.;BRAND STRATEGY ANALYSIS 2.CLEAR-CUT BRAND POSITION In 1997, the SAMSUNG declares to createworld super brand,it gives new elements likethe leader of digital technology , high value and vogue,etc for brand and change brands impression in the minds of consumers. ;BRAND STRATEGY ANALYSIS 3.reasonable operating philosophy In SAMSUNG,everyone followes the simple operating philosophy:serve the customer with high quality products and best service and make contributions to the development of human society on the basis of talented persons and technology. In SAMSUNG, they value their people as the most important assets.They respect thier people and provide sufficient opportunity and effective support to their career development. SAMSUNG strive to do thier best at every possible espect.they spare no efforts to focus on technology development. ;BRAND STRATEGY ANALYSIS 4.PRUSUIT OF BRAND VALUE SAMSUNG believes that the key of success is powerful value position.In SAMSUNG,people make desicions on the basis of strict behaviour standard and the core values. The success of SAMSUNG brand strategy depends on the support of its product strategy World Best,World First.;Efforts toward brand Support Olympic Games to promote brand value In 1998 Samsung spended 40 million to enter the TOP(The Olympic Plan).Since then Samsung actualize the stratege of brand and build its own brand. Carry out its social responsibilities and promte its brand reputation Samsung took a large number of social welfare activities.For example Samsung had ever donated