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论文编号：	4797
作者编号：	2120102440
上传时间：	2012/12/11 21:24:04
中文题目：	三星手机在中国市场价值共创战略研究
英文题目：	The Research of value co-creation strategic information of Samsung mobile phone in Chinese market
指导老师：	杨坤
中文关键字：	价值共创;实现方式;增值作用
英文关键字：	Value co-creation;Implementation method;Value-adding interaction
中文摘要：	三星手机如何能在手机市场，这个竞争十分激烈的市场，获得新的价值增长点一直是该公司，也包括很多其他手机公司都在思考的问题。 根据普拉哈拉德和拉马斯瓦米两位管理学专家提出价值共创的概念，共创价值的根本宗旨在于站在消费者的角度对生产商、服务提供商或者政府职能部门的角度，来看待问题；从而使得生产商、贸易商的价值得到增值的同时，消费者也可以得到更称心的产品或者得到更满意的服务，从而得到双赢的效果。 除此之外，本文还从价值产生的本质出发进行剖析其产生的来源。对于大部分手机生产商来说，获得价值的途径主要是依靠交易过程。通过分析可以看出，影响交易过程的四大因素主要包括购买决定、消费感受、产品性能价格以及交易完成过程。只有从这四个方面对价值增加的方式进行分析，才能得出可靠而可行的价值共创实现途径。因此，可以进一步得出价值共创的方法，包括将消费者当成产品竞争的来源、对消费者购买感受进行管理、制定合理的价格策略和产品营销方案以及对交易完成过程进行控制。具体来说，可以实施对顾客进行引导、建立良好的沟通平台、对消费者进行细分、利用消费者的个人体验来使产品价值得到共生、对个人消费的环境进行管理、对产品的多样性和复杂程度进行管理、对消费者期望进行引导等方法。 本文从价值共创内容及实现途径理论入手，分为三星手机与供应商价值共创和三星手机与顾客价值共创两方面进行讨论，最终为三星手机提出具体的实施方案。其中，与供应商价值共创的方法包括发展协力社式关系、建立紧密沟通的机制、制定合理的价格基准、实行统和购买的策略以帮助供应商降低成本、帮助供应商控制库存、与模具厂商共同制定修理及保养方案等。与顾客价值共创的方法则包括研发阶段对消费者进行引导、设计进度与顾客进行滚动互动式沟通、邀请消费者进行个人体验以及销售阶段对消费者进行细分、鼓励销售与竞争对手差异化的产品、摒弃目前撇脂定价的定价策略、对与全国性连锁渠道的合作进行细化、加强与直供渠道的合作和增加与政府职能部门或者事业单位合作的公益活动次数等。 通过本文的分析并结合价值共创相关理论，为三星手机今后在中国市场获得新的利润价值点提供了可持续性发展的方案，为未来三星手机在中国市场的发展提出了切实可行的发展思路和对策，对公司的发展具有重要的指导意义，并希望藉此为各个力图通过“价格战”获得手机市场份额的厂商提供新的思路，同时为其他同类型家电行业企业的发展提供有益的借鉴和参考。
英文摘要：	Being one of the manufactures in the mobile market, which is always considered as the highly competitive one, Samsung mobile phone Co., Ltd has to find the way to gain new value creation. So do many other mobile phone manufactures. According to the theory of value co-creation issued by Prahalad and Ramaswamy, the spirit of value co-creation is to stand together with the customer against manufacture, dealer and government functional department, thus the customer can get more satisfied products and services while the trader and manufacture can get addition values which may lead to the “win-win” style. Besides, this thesis will discuss the origin of the value creation based on the essence of value. The main way to get value for most mobile phone manufactures is to trade. Per the analysis, we can find out that the most four factors to inflect trading process are buying decision, the feeling of customers, the function and price of the products and also the process of trading. We can only get the method of value co-creation with analyzing these four factors. So, we can get further conclusion to gain value co-creation including let the customers be the origin of the competition, manage the feeling of customer experiences, make proper price strategy and control the trading process. Specially, we can use the ways to guide the customers purchasing habit, make good communication flat, diverse the customers, invite customers to experience and gain addition value through the experience of the customers, mange the service environment, manage the diversity and complexity of the products and guide the customers’ expectations. This thesis has discussed value co-creation theory both with supplier and with customer and finally find out detailed solution for Samsung mobile phone through the theory of value co-creation content and execution ways. Additionally, ways to get value co-creation with supplier are including make tough communication with suppliers; make the proper price basement, integrated purchasing, help suppliers to control storage, have precise development trend to operating system, make mold mending and maintain method together with the mold supplier, use benchmarking way provided by user, control and keep high quality strictly using the standard of mobile phone, make the final price by cost table and recommend excellent supplier to other companies. Ways to get value co-creation with customers are including let customers decide if the project is worthy to hold, lead the buying habit to customers, communicate roll and roll with customers based on the project process, make the team of research department, invite customers to experience new mobile phone, develop BADA system, prolong the product period, waive current sales price strategy, cooperate with national chain stores in detail, develop to cooperate with direct sale store, find ways to cooperate with undeveloped areas, make the advertisement diversified and add communications with government or other functional departments. Through the analysis of the examples with using value co-creation theory, this thesis can provide the way for Samsung mobile phone Co., Ltd to gain new value and thus, provide feasible developing method and strategy which will be benefit for guiding its developing. This thesis is also trying to provide a new creative method for other mobile phone manufactures which are now focus on price reduction rather than value co-creation also with the hope that other home appliance manufactures can get references from this thesis.
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