Research On Marketing Strategy Of Samsung Mobile

With the large populations and rapid development of economy, China has a big potential in mobile phone industry. In2011, the mobile phone users is up to986.25millions in China, China has the largest mobile phone users than any other country in the world. In1987, the mobile phone market started to rise in China. And after that, many international producers came into China, building plants for production, wishing to seize the Chinese mobile phone market. Although the domestic mobile phone manufacturers were late for entering into the market, they are also unwilling to lag behind. The development of Chinese mobile phone industry has continued to be mature. As the21st century’s coming, the competition between the mobile phone producers is becoming increasingly fierce. Some famous producers failed to compete in the market. At the same time, the progress of economy and technology makes a high standard for all mobile phone producers. The development of the3G and the popularity of smart phone are both opportunities and challenges for all mobile phone manufacturers.As an international producer, Samsung mobile came to China in2001, later than the world’s well-known manufactures such as Motorola, Ericsson and Nokia who shared the95%market in mobile phone market in China at that time. Samsung tried positively to explore its own way for development, and succeed. In recent years, the business of Samsung mobile in China continues to grow. China is an important strategic part of Samsung global strategy. For facing to the fierce competition in Chinese mobile phone market, how should Samsung to do for keeping stronger and to become the leader of this industry is what we need to consider.Based on the related marketing theory, the paper analyzed Samsung marketing strategy comprehensively. First, with the PEST analysis and Michael Porter’s Five Forces Model, the paper analyzed the external environment, for a clear understanding of the development of the industry, and then introduced the internal environment of Samsung mobile, with SWOT analysis, to find out the problems and to improve. Then introduced and analyzed the product strategy, price strategy, channel strategy and promotion strategy of Samsung mobile to find out the problems in marketing strategy. Finally, the paper put forward some suggestions for optimization for the development of Samsung mobile. Through this study, there is a practical significance for Samsung mobile itself and any other mobile phone manufactures.