Study On Samsung TV Marketing Strategy In Changchun City

Samsung Electronics, a Korean electronic products manufacturer, is the largestenterprise in Korea. Meanwhile, it is the leading company both in Samsung Groupand international markets. The company owns manufacturing and sales networks in65nations all over the world. Its employees are up to157,000. Samsung TV andseveral other products have the top sales volume in the world. Talking to the reasonswhy Samsung Electronics has occupied the top position of CTV industry for that long.Firstly it has gained benefit from performance, design, size and other factors of itsproducts; Then the company has been creating new products that could lead times andfashion; and meanwhile, more importantly it focus on its marketing management,which has many distinctive marketing features and brilliant sales managementmodels.Samsung Electronics has entered in Changchun since1998. However, it hasencountered with new challenges in market share and brand promotion problems. Onthe one hand, as a mature product in home appliance industry, colorful televisionproducts always have to face severe competition. The battles among those companieswho have brand advantages in China market are even fierce. In addition, consumersare pushing their consumption ability and awareness up to a new level. Therefore,facing more requirements for higher quality of CTV products, Samsung CTV mayhave more potential competition. One the other hand, the objective economicenvironment is constantly changing. In the ends of2011, policies such like “familyappliances going to the countryside”,“old for new devices being reduced in soon”, and the carrying out of “real estate purchasing restriction”, which all cause negativeeffects to Samsung CTV sales.Under this background, we take Changchun market as target to researchSamsung’s CTV marketing strategy. Firstly, based on “supply&demand theory” inmicro-economics, we use “marketing and brand managing theory” to analyze themarketing present situation of Chinese color TV,and development direction in thefuture. Secondly, analyze the economic environment that Samsung faces, under thebackground that outer economy and regulatory environment are changing in thisperiod, when opportunities and challenges coexist, and competition in ColorfulTelevision industry becomes aggravate, so we have done a lot market research onSamsung CTV situation in Changchun market. Analysis of Changchun marketmarketing present situation Thirdly, We figure out problems from selling outproducts, and then deeply analyze them. marketing strategy combination theoryapplies in designing Samsung’s marketing strategy; And put forward a series ofmeasures this article Application By practicing case method and SWOT method andAnd five competitive forces analysis, we can analyze Samsung’s color TV marketperformance, And the strengths, weakness, opportunities and threats ofcomprehensive analysis, proposed the corresponding marketing plan and someconcrete measures, hope for enterprise management with the reference, make sounddevelopment of enterprises, and constantly improve the samsung TV marketcompetitiveness. Expand samsung color television brand influence, promote salesshare.