With the progress of modern science and technology and the improvement of people's material living standard, electronic consumer goods have gradually become the protagonist of the market and won the love of consumers. The continuous advancement of globalization has made the Chinese market a part of ...
With the progress of modern science and technology and the improvement of people's material living standard, electronic consumer goods have gradually become the protagonist of the market and won the love of consumers. The continuous advancement of globalization has made the Chinese market a part of the world market and attracted enterprises from all over the world with the potential of huge profits. With the development of China's mobile communication industry, China's mobile phone sales market gradually occupies the first place in the world. In recent years, with the widespread popularization of 4G network, 5G network and Internet, smart phone products have become the mainstream products in the mobile phone market and occupy a dominant position. Among many mobile phone brands, Samsung has defeated its competitors in the industry by virtue of its excellent appearance design and successful marketing strategy, and won the favor of many consumers. This paper mainly adopts literature research method to study the topic. First, decide on the problem. Then read the literature to get the information. While reading the literature, I will learn about Samsung's history, culture and international marketing strategy and continue my research. This paper studies the international marketing strategy of Samsung Group in China through comparative analysis. Through the comparison between Samsung and other enterprises, we understand the reasons for Samsung's success in the Chinese market, and comprehensively analyze the international marketing strategy of Samsung smart phone in the Chinese market. In the process of analysis, mainly through the PEST analysis, SWOT analysis, porter five models of Samsung macro environment and internal competition environment were analyzed, and then to Samsung smart phones on the international marketing strategy in the Chinese market, after the strategy analysis of the problems at present, and puts forward improvement Suggestions in view of the problem. Finally, summarize the whole article. It is hoped that the analysis of this paper can provide reference for the development of other manufacturers in the intelligent technology industry
With the progress of modern science and technology and the improvement of people's material living standard, electronic consumer goods have gradually become the protagonist of the market and won the love of consumers. The continuous advancement of globalization has made the Chinese market a part of the world market and attracted enterprises from all over the world with the potential of huge profits. With the development of China's mobile communication industry, China's mobile phone sales market gradually occupies the first place in the world. In recent years, with the widespread popularization of 4G network, 5G network and Internet, smart phone products have become the mainstream products in the mobile phone market and occupy a dominant position. Among many mobile phone brands, Samsung has defeated its competitors in the industry by virtue of its excellent appearance design and successful marketing strategy, and won the favor of many consumers. This paper mainly adopts literature research method to study the topic. First, decide on the problem. Then read the literature to get the information. While reading the literature, I will learn about Samsung's history, culture and international marketing strategy and continue my research. This paper studies the international marketing strategy of Samsung Group in China through comparative analysis. Through the comparison between Samsung and other enterprises, we understand the reasons for Samsung's success in the Chinese market, and comprehensively analyze the international marketing strategy of Samsung smart phone in the Chinese market. In the process of analysis, mainly through the PEST analysis, SWOT analysis, porter five models of Samsung macro environment and internal competition environment were analyzed, and then to Samsung smart phones on the international marketing strategy in the Chinese market, after the strategy analysis of the problems at present, and puts forward improvement Suggestions in view of the problem. Finally, summarize the whole article. It is hoped that the analysis of this paper can provide reference for the development of other manufacturers in the intelligent technology industry
주제어
#Globalization International Marketing Strategy Samsung group Samsung's history The Chinese market
학위논문 정보
저자
LU HAIPEI
학위수여기관
강남대학교 일반대학원
학위구분
국내석사
학과
국제통상학과
발행연도
2022
키워드
Globalization International Marketing Strategy Samsung group Samsung's history The Chinese market
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