After Samsung's mobile phone entered the Chinese market, each of the Chinese manufacturers is in fierce competition, and the market structure is constantly changing. In other words, since entering China, Samsung mobile phones have been seeking their own development by satisfying the needs of Chinese...
After Samsung's mobile phone entered the Chinese market, each of the Chinese manufacturers is in fierce competition, and the market structure is constantly changing. In other words, since entering China, Samsung mobile phones have been seeking their own development by satisfying the needs of Chinese consumers with new products every year. As a result, Samsung mobile phones were able to occupy an advantageous position in the Chinese market.
Currently, the mobile phone market is facing rapid technological development through upgrades in product structure, changes in sales channels, and upgrades in sales drives. Samsung needs to optimize its marketing to respond to the new world structure and create a space for new development in the face of the 5G market. In this study, Samsung's marketing problems and causes were analyzed through analysis of the marketing status of Samsung mobile phones active in the Chinese market, internal and external environment analysis, and SWOT analysis. As follows.
First, Samsung should focus more resources on the existing fashion, technology, and value-sharing market positions. Specifically, the image of business, elite, youth, and fashion should be emphasized to target customers. In addition, it is necessary to focus on developing mobile phones with mid- and mid-range market positions to satisfy the needs of the consumers and to focus on expanding market share and sales.
Second, it is necessary to continuously differentiate products from other companies by expanding product lines and forms. For example, it is necessary to develop innovative products using 5G technology to preoccupy the high-end market, and in the 4G inventory market, try to expand the mid-range market share by providing models with high performance for the price. Furthermore, it is necessary to develop its own mobile operating system and applications and establish a unique system ecosystem of Samsung. In summary, it develops portability and parts for mobile phones, increases the usage limit of customers, and proposes differentiated product sales policies according to customer demand.
Third, it is necessary to understand the market by constructing a new platform model. By reducing intermediate distribution costs, profits should be improved through the sale of high-performance mid-range products compared to the price of the product. Product homogenization must be achieved through a horizontal distribution structure to overcome price competition and profit difficulties with competitors. And we need to keep dominating the price system and channels. To do this, it is necessary to in-house collusion, encourage channel customers, strengthen terminal promotions, and fundamentally improve the situation of channel and price confusion.
Fourth, Samsung's brand capability can be reinforced, and business efficiency can be improved by integrating the business process. In other words, it is necessary to standardize the work process and manage the system normatively through the same standards. Only then can the division of labor of the employees be clearly established and the control mechanism is fully operational.
Fifth, it is necessary to increase the number of experience stores. In other words, it is necessary to actively expand the scope of experience store construction and service area. For example, by constructing an experience exhibition in department stores and streets with many tourists, Samsung products can be experienced by more people, and through this, awareness and preference can be raised.
Sixth, it is necessary to increase the work efficiency of the after-sales service department. In other words, it is also important to increase the speed of response related to after-sales service before and after product sales. The service network should be checked centering on the existing sales focus area. Volunteering before selling in key cities relieves customers' worries and builds consumers' confidence in purchasing. That way, Samsung can easily convey confidence in its product quality to the market. Furthermore, by actively carrying out public relations activities, Samsung's image and awareness can be raised.
After Samsung's mobile phone entered the Chinese market, each of the Chinese manufacturers is in fierce competition, and the market structure is constantly changing. In other words, since entering China, Samsung mobile phones have been seeking their own development by satisfying the needs of Chinese consumers with new products every year. As a result, Samsung mobile phones were able to occupy an advantageous position in the Chinese market.
Currently, the mobile phone market is facing rapid technological development through upgrades in product structure, changes in sales channels, and upgrades in sales drives. Samsung needs to optimize its marketing to respond to the new world structure and create a space for new development in the face of the 5G market. In this study, Samsung's marketing problems and causes were analyzed through analysis of the marketing status of Samsung mobile phones active in the Chinese market, internal and external environment analysis, and SWOT analysis. As follows.
First, Samsung should focus more resources on the existing fashion, technology, and value-sharing market positions. Specifically, the image of business, elite, youth, and fashion should be emphasized to target customers. In addition, it is necessary to focus on developing mobile phones with mid- and mid-range market positions to satisfy the needs of the consumers and to focus on expanding market share and sales.
Second, it is necessary to continuously differentiate products from other companies by expanding product lines and forms. For example, it is necessary to develop innovative products using 5G technology to preoccupy the high-end market, and in the 4G inventory market, try to expand the mid-range market share by providing models with high performance for the price. Furthermore, it is necessary to develop its own mobile operating system and applications and establish a unique system ecosystem of Samsung. In summary, it develops portability and parts for mobile phones, increases the usage limit of customers, and proposes differentiated product sales policies according to customer demand.
Third, it is necessary to understand the market by constructing a new platform model. By reducing intermediate distribution costs, profits should be improved through the sale of high-performance mid-range products compared to the price of the product. Product homogenization must be achieved through a horizontal distribution structure to overcome price competition and profit difficulties with competitors. And we need to keep dominating the price system and channels. To do this, it is necessary to in-house collusion, encourage channel customers, strengthen terminal promotions, and fundamentally improve the situation of channel and price confusion.
Fourth, Samsung's brand capability can be reinforced, and business efficiency can be improved by integrating the business process. In other words, it is necessary to standardize the work process and manage the system normatively through the same standards. Only then can the division of labor of the employees be clearly established and the control mechanism is fully operational.
Fifth, it is necessary to increase the number of experience stores. In other words, it is necessary to actively expand the scope of experience store construction and service area. For example, by constructing an experience exhibition in department stores and streets with many tourists, Samsung products can be experienced by more people, and through this, awareness and preference can be raised.
Sixth, it is necessary to increase the work efficiency of the after-sales service department. In other words, it is also important to increase the speed of response related to after-sales service before and after product sales. The service network should be checked centering on the existing sales focus area. Volunteering before selling in key cities relieves customers' worries and builds consumers' confidence in purchasing. That way, Samsung can easily convey confidence in its product quality to the market. Furthermore, by actively carrying out public relations activities, Samsung's image and awareness can be raised.
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