本论文分成七个部分。引进至上，由研究背景，三星的历史和本研究从实践和理论方面的
重要意义和第一部分将通过该方法来终止组成。这是完整的复苏的概述论文的第二部分是
由技术和环境背景，以及他完全好转后，三星的短缺憾，并在过去十年取得的成就构成
在第三部分中，我们将分析三星的开发环境，通过描述公司经营所在的行业，找出主要的
竞争对手。提供尽可能的波特五力将首先使用，本公司当时的 SWOT分析及随后的 PEST
分析比较学术性的分析工具。这第三部分将被关闭的负荷消费行为的描述和分析，然后在
法律的约束。在这项研究中的第四部分，我们将不会对三星的营销策略细看通过探索的分
割，该公司的目标，也注意将给予该公司就海外业务的营销组合。这部分还包括了国际化
战略的分析和外部增长部分终止。这项研究的第五部分，我们将介绍并分析了完整的周转
这是主要由决策过程和垂直一体化结构的关键成功因素。退出之前的结论，我们在第六部
分发现，三星可能会为了保持它的位置在行业的顶端实现的可能的营销策略进行了分析
然后在第七部分，我们会发现，结论将提供给我们的学习和简短总结了研究的主要发现
关键词: 营销策略，三星，转亏为盈
Abstract
ABSTRACT
In the last decade the South Korean company Samsung has dominated the technology
industry and has made its way to the top level of technology manufacturer in the world.
Marketing strategy and key human resources has been behind Samsung’s tremendous success
over the last ten year. Indeed, in my research I intend to find out the specific marketing strategy
implemented by Samsung in order to reach the top level of technology manufacturer and analyze
those steps, first to provide a reliable case study for university use but also to enable myself to
understand the marketing concepts I have studied about during my MBA.
This thesis is dividing into seven parts. The introduction comes first, composed by the
research background, the history of Samsung and the significance of this study from the practical
and theoretical side and the first part will be terminated by the methodology. The second part of
the thesis which is the overview of the complete turnaround is composed by the technological
and environmental background, as well as Samsung’s short comings and achievements over the
past decade after his complete turnaround. In the third part we will analyze Samsung’s
development environment by describing the sector in which the company operates, identify the
key competitors. To provide more academic analysis tools as the Porter’s five forces will be used
first, then the SWOT analysis of the company and followed by the PEST analysis. This third part
will be closed with the description and analysis of the costumer behavior and then the legal
constraints. For the fourth part of this study we will have a closer look on Samsung’s marketing
strategy by exploring the segmentation, the target of the company, also attention will be given to
the marketing mix of the company with respect of overseas operation. This part will also include
the analysis of the international strategy and terminated by the external growth section. On the
fifth part of the study we will present and analyze the key success factors of the complete
turnaround which are mainly composed by the decision making process and the vertically
integrated structure. Before withdrawing the conclusion, we find in the sixth part an analysis of
the possible marketing strategy that Samsung could implement in order to keep its position at the
top of the industry. And then on the seventh part we will find the conclusion that will provide us
the main finding of the study and a short sum up of the study.
Key words: Marketing strategies, Samsung, Turnaround.
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