Research On Samsung Smartphone Marketing Strategy In Sichuan Market Under The New Situation

Samsung entered China in 2001, later than other world-renowned manufacturers, such as Nokia, Motorola and Ericsson. In the Chinese mobile phone market which 95% share was taken by the three brands, Samsung always explores their own path of development, from the second tier to became ranking second in Chinese mobile phone market share after surpassing Motorola in 2007, and ranking first after surpassing Nokia in 2011, Samsung now became the leader in the China’s mobile phone market.At the Start of 2014, China issued 4G license and nurtured new 4G market, major mobile phone manufacturers showed strong enthusiasm to this opportunity, many new products supporting 4G network standard were appeared. As hardware vendors and foundry companies provided total solutions, with the open authorization of Android phone system, the smart phones industry barriers were reduced, continued influx of new manufacturers, intense competition led the market rapidly approaching full capacity. As the Apple Company developed i Phone6 plus, with the rise of Chinese enterprises, all products of Samsung suffered serious challenging, result in overall revenue decline and market share loss. With covered vast area, large population and rapid economic development, Sichuan province became the most important mobile phone market in the southwest area.As the performance continued declining, many issues in the fields of product, price, channel, promotion was continuously enlarge, how to solve the problem, reduce cost, maintain the brand and dig the Sichuan market potential increment point became the most problems needed to resolve. In this context, this paper comprehensively implicated PEST, five force model, SWOT marketing tools analyzed the present situation and problems in macro, meso and micro levels, re-analyzed market segments and reposition, and put forward the marketing strategy adjustment in the aspects of product, price, channel, promotion based on the classic 4Ps framework under the administrative authority in the region market, in order to complete the task indicators and the strategic deployment of the Samsung headquarters, maintain the leader position in Sichuan province. We hope this research, has practical reference value to other area market development, and also to other major mobile phone manufacturers.