A Comparative Study On Marketing Strategy In China Between Sumsung And Lenovo

Samsung and Lenovo are two typical major electronics enterprises which are well known quite successful in marketing strategies. Study on comparative analysis of marketing strategies in Chinese market for theses two enterprises will provide a lot of their successful experiences, not only for Chinese enterprises, but also for Korean enterprises and will play an important role in researches on multinational businesses.At the first the paper reviewed marketing strategies which big multinational electronics companies implement usually. Then introduced development process and the status quo of marketing of Samsung Electronics and Lenovo Group, and compared the marketing strategies in China for the two companies, analyses characteristics of marketing strategies of Samsung and Lenovo in the Chinese market. Based on these comparison and analysis the author proposes research design, questionnaire survey and data analysis methods. Emphasis which the paper studies is put on the following: first we want to identify major and key factor in marketing mix for two companies, second we plan to evaluate total performances of marketing strategy for Samsung and Lenovo in the Chinese market, third we try to confirm the differences, gaps and advantages of performance of marketing strategies of two enterprises. At last the author proposes some recommendations for foreign companies which deal with marketing in China like Samsung Electronics, and for local electronics enterprises and all enterprises which plan to deal with multinational business, like Lenovo Group.The innovations of the paper are the following: First applies factor analysis to identify major and key factor of marketing mix for two companies. Second applies ANOVA and hypothesis test to evaluate total performances of marketing mix for Samsung and Lenovo in the Chinese market. The research finds that the ages and periods which consumer received education have significant effects on evaluation of performances of marketing strategy. Third studies differences and gaps of product and channel tactics in Chinese market, and discusses factors that cause the differences and gaps of marketing performance. All of those play very important roles in understanding marketing strategies for two companies in Chinese Market.