The Marketing Strategy Reaserch Of Samsung Mobile

With rapid development of more than a decade,the communications industry in our country has entered into the stock replacement period from the rapid growth period,leading to saturated market capacity,high concentration in the industry and fierce market competition.Samsung mobile phones have shown a declining trend in domestic sales volume in recent years,although it is still in the camp of premium brands.However,Samsung is facing with market competition pressure due to weak market increase and intensifying competitions among brands.Therefore,it is needed to improve domestic sales volume and expand market occupation,to realize operation target for development of enterprises at present.By taking Samsung mobile phones as research objectives,this article discusses and analyzes marketing strategies of Samsung mobile phones in a way integrated with theories and practices.Firstly,it illustrates research findings related to mobile phone marketing,which are taken as theoretical basis for analysis.Secondly,it introduces general conditions of Samsung mobile phones,and introduces marketing situations of Samsung mobile phones by utilizing STP and 4P theories.In addition,it analyzes influences of macroscopic environment on Samsung mobile phones with the PEST method,and then analyzes the overall development conditions in domestic communications industry,and conducts competitor analysis,market demand analysis and internal environment analysis,to acquire SWOT strategy selection with the SOWT model.Finally,STP theory and 4P theory are utilized to propose problems and reasons for marketing of Samsung mobile phones and suggestions for optimization.Based on analysis results,it is regarded that Samsung mobile phones have problems such as insufficient in-depth market segmentation,too much objective markets and too wide orientation in marketing strategies.It is suggested to conduct multi-angle market segmentation,shrink objective markets and adjust market orientation.There are problems in marketing strategies such as decentralized product line length,disorderly market price,lower level in online channel sales than average standard in the industry,low utilization efficiency of promoting resources,high channel management cost and weak after-sales ability.It is suggested to focus on product differentiation and develop own systems and parts,and construct a FD platform mode to master the market and strengthen online sales.Besides,it is advised to strengthen organization functions to reduce cost,and refine management to improve promoting resource utilization and improve after-sales services.