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