Research On Samsung(China) Mobile Brand Competitiveness Evaluation

With the development of technology and network upgrading of operators,the smart phone market has developed rapidly since 2007.Nokia,the former hegemon,has fallen down.The i Phone relies on its excellent hardware and IOS system to attract a large number of users.The more dazzling new star is Samsung,a brand from South Korea.Under the support of Android system and its own hardware advantages,it has quickly become a new leader in the smartphone industry.In the Chinese market,Samsung has grown rapidly with the same trend,reaching more than 25% share in 2013,but began to decline rapidly in 2014.With the upgrading of communication standards,technical reserves and R & D capabilities,domestic brands have risen rapidly and made remarkable achievements.In this process,the focus of market competition also changes from hardware configuration and price competition to brand,experience and value competition.The competitiveness of the brand directly affects the financial target,market influence and share of the brand,and also determines the long-term development of the enterprise.This paper aims to study the influencing factors of brand competitiveness,build a brand competitiveness evaluation model,analyze the indicators of Samsung(China)mobile phone brand competitiveness,and explore the countermeasures to enhance the competitiveness of Samsung(China)mobile phone brand.First,it introduces the related theories of brand and competitiveness,then discusses the connotation,source and formation mechanism of brand competitiveness,and studies and analyzes the evaluation index system of brand competitiveness at home and abroad.Secondly,based on the comparative analysis of the domestic and foreign theories related to brand competitiveness,as well as the traditional three-dimensional model,analytic hierarchy process model,evaluation index analysis model,customer value analysis model,five major index models,Interbrand model,five factor model,global asset model,four-dimensional structure model and four in one model,ten evaluation models are selected The price model makes index improvement and weight adjustment,and finally determines four first-class indexes: brand financial performance,market competitive performance,brand development potential and consumer support,13 second-class indexes in terms of scale,efficiency,market share,technology,marketing and brand loyalty,and 33 third-class indexes in terms of income,profit,market share,R & D and brand trust Based on the "four in one" evaluation model,internal research and consumer research are carried out.Combined with qualitative and quantitative indicators,the operation status and problems of Samsung(China)mobile phone brand competitiveness are analyzed.Finally,the paper puts forward some suggestions to improve the brand competitiveness,including market share,basic management,marketing,technological innovation and brand satisfaction.To sum up,based on the insight into the changes of Samsung(China)mobile phone brand competitiveness,this study analyzes the connotation and source of brand competitiveness,builds a comprehensive evaluation model,analyzes the current situation of Samsung(China)mobile phone brand competitiveness,and puts forward improvement measures,hoping to provide some suggestions for the re emergence of Samsung(China)mobile phone,as well as for the development and growth of Chinese mobile phone enterprises Theoretical support.