The Marketing Strategy Analysis Of Samsung Electronic

China's burgeoning electronic information industry has been developing significantly and becoming one of the biggest mainstays of the economy since reforming and opening up to the world. Currently, the proportion in the global electronic information product volume of import and export has exceeded by 15%. Many products rank first in international market, in which, mobile phone occupies 47%, computer 40% and colored TV 48%. Moreover, electronic information industry has been considered a profession of highest marketization of the country.Founded in 1969, Samsung primarily served for Sanyo, a Japanese company, making those low-prices 12 inches monochrome television. After three decades and more, in 2005, it successfully surpassed Sony which it used to study and imitate. Resembling to Samsung, numerous Chinese electronic enterprises used to model Sony and got a splendid record in 1990s. However, attributed to the lack of an effective management in product positioning, brand advertisement and key technology research and development, some famous companies, such as Changhong and TCL, have experienced a business slump when they paced into the new century. Therefore, I hope that a research on Samsung's successful marketing strategy would inspire the rapidly developing Chinese electronic information industry.The paper is divided into 5 parts. Chapter one introduces the development of electronic industry and general information of Samsung Electronic Corporation and Chapter two depicts the history of marketing theory and the traditional one . In Chapter three, there is a full and accurate analysis on the internal environment, corporate culture, human resource policy, technical research and design, quality control, service management and speed operation etc. With the assist of BCG and SWOT tool of Strategy Analysis, in Chapter four, I draw a conclusion on the pros and cons of the corporate strategy. In chapter five, I analyze Samsung's marketing strategy with the classic 4Ps Theory. In the last chapter, I draw a conclusion and suggestion.