SAMSUNG Monitor Co., Ltd Marketing Strategy Research

With fast development of economy and science and technology, electronic industry has become the basis and polar industry of social economy, at the same time the market of electronic products are developing. While the market is getting mature day by day, distribution channel is facing a more fierce competition and challenge. Therefore marketing strategy has become the key point for a successful business. In fact there are many deviations in electronic products marking, like unidentified marketing principle, improper guidance and blind sensationalization of manufactures, which not only results in market chaos, but also greatly effect on manufactures' profit. Therefore research on electronic products marketing strategy proved to be significant both on theory and practical aspects.Since SAMSUNG ELECTRONIC SCREEN Co., Ltd came to China's market, it becomes the leading flag. In the worldwide market, SAMSUNG has ranked first on sales for continuous 17 years; on "2006 China IT Service Anniversary" SAMSUNG won the golden medal on screen service, which is the 9th year in a line winning this prize. For many years, SAMSUNG has been considered as the target on both technology and service in electronic products market. Except for the trust worth quality, low rate of products preparation, high performance price ratio, and first-class service, unblocked marketing channel is another key element for its success.In order to meet the requirement of fast development and changeable market and realize the overall target, this article gives a comprehensive analysis by combining all the aspects of internal environment, external environment, value chain analysis, which presents the advantage and disadvantage, opportunity and threaten of the company; in addition marketing strategy, as well as its implementation is made through market segmentation, and product positioning. Furthermore SAMSUNG marketing strategy is given analysis in terms of advantage and target, so centralization strategy and differentiation strategy is determined, with which definite market demand can be mastered, so that SAMSUNG is able to holding a competitive market position and operate with low cost and high profit even though with limited resources. In this way the brand of SAMSUNG is stable and market is enlarged.The research can be taken as a reference to analysis the current domestic electronic products market and will be helpful for SAMSUNG practical marketing.