Samsung Mobile Marketing Strategy Research In China

With the continuous progress of technology and the popularization of high-speed mobile communication network,the general function phone has been completely replaced by smart phones.At the same time,with the issuance of 4G licenses,to enter the field of smart phone manufacturers to increase the competition further intensified.In China,the world's largest smartphone market,a huge base of consumption,each smartphone manufacturers want to get a higher market share.Samsung smart phones in the Chinese market has been steady development,was once the absolute leader in the market.But in the past two years,with the fierce competition in the mobile phone industry led to Samsung's profits continue to decline,Samsung urgent need to find new business growth,get rid of the current predicament.In this paper,use theory of marketing related analysis,through the analysis of the internal and external environment faced by Samsung smart mobile phone,the 4P marketing strategy combination as the main line,summarize the problems in the market,put forward corresponding improvement measures.Through the SWOT analysis,find out the advantages and disadvantages,develop strengths,avoid weaknesses,to achieve the change of marketing model.In product recommendations,to produce high quality products,pay attention to design innovation,and the establishment of Samsung's own operating system ecology;Price recommendations,high-end products to ensure that dealer profits,improve the cost of low-end products;Place construction,establishment of profit distribution community with dealer,strengthen the customer experience in the terminal stores,and the establishment of online and offline sales network;Promotion,optimize the production and advertising standards,establish and improve the fan system,improve the treatment of promotional staff,standardize the implementation of promotional activities.Through the above content,this paper hopes to improve the marketing strategy of Samsung smartphone in the Chinese market,and I hope it can provide some reference for China's smart phone manufacturers.