The Marketing Strategy Reaserch Of Samsung Mobile Company

During the first decade in 21 century telecommunication industry has prospered unprecedented. The telecommunication industry has contributed to GDP growing increasedly in these years, especially along with wide range of commercial of 4G network, which it makes symbol of new business increasing points and large consumer group apperence. By the end of 2014,4G commercial city number was over 300, the customer number was over 100 million.4G network would trigger 500 billion related industry investement. Based on widly industry and huge customer group, our country smart phone market is facing cut-throat competition pattern.In 2001 Samsung company entered China, it can contend with Motorola, SE and Nokia companies which are famous and entered China in earlier time through the 7-8 years explored in China market. Particularly, when 3G age has been coming, Samsung made hairtrigger to grab huge market share. But now, Samsung is confronted with Apple in high-end market, and local enterpises in mid-end, low-end market.The Samsung smart phones have some main problems:besides the hard ware performance and soft ware or app are all lack of creative, products all have no unique characters; in the product strategy, Samsung adopted whole-tier covering rather than made centralizing of high-end that full with adventages, which brought about management power is not enough to decline price chaos; the distributors are in large scales but without unified and effective management, the channel levels are too complex to cause high consumption cost and weaken capability of management. These all problems are showed through decline of business in year 2013 to 2014. The market share has dropped down from 23% to 16%, so, how to comply with 4G age is the vital issue that Samsung should think over and carry out solution for its strategy.This article takes use of marketing thoery to research Samsung smart phone strategy. Firstly, review and summarize the telecommunication industry and smart phone market status. Secondly, apply the PEST model to analysis the external environment include political, economic, society and technology factors and internal environment bring about advantages and short comings. Thirdly, utilise the SWOT model and STP thoery to analysis the strength, weakness, opportunity and threaten to find out issues. Finally, figure out the targeted and realitic executable solution or optimistic suggestion which must be depended on realities situation and combined with 4G age background for Samsung. Through this article reseach and analysis conclusions, not only Samsung Company but also the other enterprises in telecommunication industry, couly make it for reference to adjust current status in smart phone marketing strategy field.