The Research Of Samsung Display Product Marketing Strategy At Shenyang Branch

In this paper, based on the author’s seven years’ working experience in theSamsung display products marketing field, in Samsung Shenyang branch and thetheoretical basis of marketing, it describes and analyses the Samsung display productmarketing environment and current status that the Shenyang Branch is facing,pointing out the main problems: product and pricing strategy is not adjusted accordingto changes in the market; inter-regional and online sales put a strong impact on theprofits 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 ontarget county market; it is difficult to integrate Samsung’s different products. Thispaper digs the reasons to the issues mentioned above: the display industry as a wholeshowed a downward trend market; display products are not highlighted in Samsung’soverall strategy; existing marketing channels are not in favor of broadening andexpanding marketing channels; lack of marketing strategy implementationmanagement and control.Finally, aiming at the current issues that exit in the marketing strategy ofSamsung display products in Shenyang branch, this paper gives specificimplementation suggestions, including: marketing strategies have to be adjustedaccording to changes of the market in a timely manner; paying attention to brandbuilding in county market with effective management; actively carrying out controlover marketing strategy; improving supply chain management efficiency, aiming tomake the marketing of Samsung display product in Shenyang branch develop in ahealthy and sustainable way.