Research On Different Industry Cooperation Marketing Strategy Of Samsung Mobile Phone In China

Because of the squeeze from Apple and domestic brands,and the Samsung Galaxy Note 7 explosion which resulted in Samsung’s mobile phone sales in the Chinese market to suffer heavy losses.How to increase the sales volume in China,expand the market share and achieve the business objectives of enterprise development are the main problems Samsung mobile is facing at present.With the arrival of 5G network and the "absence" of Huawei mobile phones,China’s domestic market obviously tend to "high-end",and Samsung wants to take advantage of its high-end products to regain its strength in the Chinese market.In order to reduce costs,develop brand promotion and solve customer group problems,Samsung began to advocate the strategy of different industry cooperation.By virtue of the image and reputation of cooperative brands,Samsung can attract more customers,thus creating a win-win market benefit.This thesis focuses on the different industry cooperation of Samsung mobile phones in China.Through case analysis,literature analysis,questionnaire and other means,it is found that Samsung mobile phone different industry cooperation marketing has entered the stage of comprehensive expansion,but there are some problems such as uneven cooperation partners,imprecise entry point of cooperation methods and high marketing costs,which affect the application effect of this marketing method.Further analysis found that these problems are mainly caused by the following two aspects: first,the company’s management team has insufficient cognition of different industry cooperation;second,the price and structure of marketing costs are unreasonable.In view of the above problems and their causes,based on the relevant theories of different industry cooperation,referring to literature research results and successful experience of excellent enterprises in similar industries,this thesis puts forward some suggestions to optimize the different industry marketing strategy of Samsung.The innovation of this thesis is to study the marketing activities of Samsung mobile phone in China from the perspective of cooperation between different industries,and put forward the optimization strategies of Samsung mobile phone’s future cooperation marketing between different industries in China.Meanwhile,these basic strategies have certain universality in most industries.