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三星沈阳分公司显示器市场营销策略研究_MBA论文(58页).zip

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更新时间:2015/3/11(发布于上海)

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文本描述
摘 要
本文依据作者在三星沈阳分公司显示器产品市场营销 7 年多的实践经验,以
市场营销的 STP 和 4P 理论为依据,阐述了三星沈阳分公司显示器产品市场营销
策略概况,指出了三星沈阳分公司显示器市场营销存在的问题及原因:由于显示
器整体行业呈现逐渐下滑的趋势,使得三星总公司从总体战略上缺乏重视,并且
也没有对营销策略进行实施管控,因此造成三星显示器的市场营销策略并没有根
据市场变化进行动态调整,特别是价格策略市场反应不及时,被竞争企业占上风;
渠道策略上由于区域分公司权限划分不清,存在跨区恶性竞争,同时电子商务的
迅速崛起,使得线上销售,对线下实体店的利润空间造成冲击;促销策略上,由
于成本不断高企,人员流动性大,使得促销没有达到预想效果;市场管理上,对
目标市场中县乡区域没有形成有效的管理,丧失市场份额;资源整合上,三星旗
下不同产品的资源整合难度大等。

针对三星沈阳分公司显示器产品市场营销策略存在的问题及原因提出对策
建议。即:营销策略的制定要根据市场变化及时进行调整;重视县乡市场的品牌
建设,并进行有效管理;建立以提升服务为核心的营销理念,强化异业营销,实
现资源整合;通过创新营销做好渠道建设与管理;积极做好营销策略的实施控制;
提高供应链管理效率。旨在使三星沈阳分公司显示器产品市场营销健康持续发
展。

关键词:三星沈阳分公司;显示器;市场营销Abstract
In this paper, based on the author’s seven years’ working experience in the
Samsung display products marketing field , in Samsung Shenyang branch and the
theoretical basis of marketing, it describes and analyses the Samsung display product
marketing environment and current status that the Shenyang Branch is facing,
pointing out the main problems: product and pricing strategy is not adjusted according
to changes in the market; inter-regional and online sales put a strong impact on the
profits of the region and offline; promotional cost is high, staff turnover is fast,
promotion effect could live to the expectation; there if no effective management on
target county market; it is difficult to integrate Samsung's different products. This
paper digs the reasons to the issues mentioned above: the display industry as a whole
showed a downward trend market; display products are not highlighted in Samsung's
overall strategy; existing marketing channels are not in favor of broadening and
expanding marketing channels; lack of marketing strategy implementation
management and control.
Finally, aiming at the current issues that exit in the marketing strategy of
Samsung display products in Shenyang branch, this paper gives specific
implementation suggestions, including: marketing strategies have to be adjusted
according to changes of the market in a timely manner; paying attention to brand
building in county market with effective management; actively carrying out control
over marketing strategy; improving supply chain management efficiency, aiming to
make the marketing of Samsung display product in Shenyang branch develop in a
healthy and sustainable way.
Keywords: Samsung Shenyang Branch; Display Products; Marketing Strategy