A Study On The Marketing Strategy For Samsung Display AMOLED Panel

This thesis is a research on the marketing strategy of Samsung Display AMOLED panel in China market.The thesis demonstrated the current status of the display industry firstly,which includes the history,current status and competitor status of display panel industry,as well China brand mobile makers' development status.Then it analyzed the opportunity and challenges that Samsung Display is facing,the thesis also discussed about Samsung Display's internal strength and weakness.The thesis proposed marketing strategy and strategic plans of 2018~2020 in China market for the Samsung Display based on these objective analyses.Upon the basis of the discussion which clarified the background,purpose and significance of this research,this paper presented the major concepts and methods that were used to implement the environmental analysis and marketing strategy analysis.Throughout the external and internal market environmental analysis,with SWOT and BCG diagnostic tools to make marketing strategy and sales target for 2018-2020.The thesis arrives at a conclusion that Samsung display should adopt growth strategy and products development difference strategy in the future.Not only Samsung display should maximize its technology advantage,but also needs to try best to find a way to reduce production cost in order to enhance competitiveness.Meanwhile,Samsung Display should constantly looking for potential strategic customers for strategic support and cooperation,building strategic partner relationship with potential customers,increasing R&D expenditure,enlarge market survey and market promotion,as well adopting multiple marketing plan to achieve future sales target.