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论文编号：	10852
作者编号：	2120163100
上传时间：	2019/6/11 22:34:45
中文题目：	三星手机中国市场品牌策略研究
英文题目：	Research on Brand Strategy of Samsung Mobile Phone in China Market
指导老师：	杜建刚
中文关键字：	三星手机；品牌策略；品牌营销；品牌危机；舆情理论；危机补救
英文关键字：	Samsung Smartphone; Brand strategy；Brand Marketing; brand crisis； public opinion theory；Crisis remedy
中文摘要：	智能手机正在取代传统电子产品成为消费者手中最重要的消费类电子产品。 伴随着中国人民经济水平的提升，手机产品也进入了一个智能化和个性化的体 验时代。中国由于人口数量优势，手机需求整体占据全球手机需求量的 1/3。中 国手机行业在过去几年的蓬勃发展，得益于智能机和 4G 移动网络先后在中国一 二线城市和三四线城市普及所带来的两波换机潮。这样的需求量将中国市场推 向了一个前所未有的繁荣。也形成了目前的各大品牌竞争态势。现在，手机行 业的换机潮和普及潮已经过去，为了更多的赢得基本稳定的市场份额，各大商 家在中国区采用了多种不同的竞争方式。随着技术的下探和价格的下降，中国 市场上出现的手机基本上形成了“同质”，外资和合资品牌的优势逐渐被国产 取代。所以要想在这样的市场环境中赢得消费者的青睐，建立强有力的品牌战 略和品牌忠诚度是势在必行的。 为了能够使得企业在激烈的市场竞争中提高竞争力，从而获得更多的消费 者，品牌战略一直受到了企业的高度重视。由于三星品牌的市场占有率在中国 市场逐步缩减，现在关于三星品牌的研究也在逐渐减少。特别是在爆炸事故发 生之后。本文的研究意义不仅是站在品牌重建的角度，更是对目前国内外企业 的品牌危机及补救提供一种思考。 本文从目前行业现状入手，通过分析中国市场环境、竞争环境及消费者购 物心理和行为的变化，比对三星品牌 SWOT 特点，从而分析出目前三星品牌的 问题和优势之处。通过问卷调查的方式，将目前消费者对于三星产品的主要问 题进行婆剖析，进而分析出产品本身的弱点。然后进而通过品牌战略的 4 大方 面即品牌设计、品牌定位、品牌沟通和品牌管理对于三星品牌在华市场上的挽 回和补救提出有针对性的建议，以此来挽回消费者对于品牌的青睐，同时也为 其他企业的品牌管理提供参考。
英文摘要：	Smart phones are replacing traditional electronic products as the most important consumer electronic products in the hands of consumers. With the improvement of Chinese people's economic level, mobile phone products have entered an era of intellectualization and personalization. Due to the population advantage, China's demand for mobile phones accounts for one third of the global demand for mobile phones. The vigorous development of China's mobile phone industry in the past few years has benefited from the popularity of smart phones and 4G mobile networks in China's first-and second-tier cities and third-and fourth-tier cities. Such demand has pushed the Chinese market to an unprecedented prosperity. It has also formed the current competitive situation of major brands. Now, the mobile phone industry has passed the tide of change and popularization, in order to win more basic and stable market share, major businesses in China have adopted a variety of different ways of competition. With the development of technology and the decline of price, the mobile phones in China have basically formed a "homogeneity", and the advantages of foreign capital and joint venture brands have gradually been replaced by domestic ones. Therefore, in order to win the favor of consumers in such a market environment, it is imperative to establish a strong brand strategy and brand loyalty. In order to enable enterprises to improve their competitiveness in the fierce market competition, so as to obtain more consumers, brand strategy has been highly valued by enterprises. As the market share of Samsung brand in China is gradually shrinking, the research on Samsung brand is also gradually decreasing. Especially after the explosion. The significance of this study is not only from the perspective of brand rebuilding, but also to provide a reflection on the brand crisis and remedy of domestic and foreign enterprises. Starting from the current situation of the industry, this paper compares the characteristics of Samsung brand SWOT by analyzing the changes of market environment, competition environment and consumer shopping psychology and behavior in China, and then analyses the problems and advantages of Samsung brand. Abstract III Through questionnaire survey, the main problems of Samsung's products are analyzed, and then the weaknesses of the products themselves are analyzed. Then, through four aspects of brand strategy, namely brand design, brand localization strategy, Communicate with brand and managing brand equity. this paper puts forward targeted suggestions for the salvage and remedy of Samsung brand in the Chinese market, in order to save consumers ‘favor for brand, and at the same time to provide reference for brand management of other enterprises.
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