The Problems And Measures Of Samsung Electronics On Brand Marketing In North China

In the process of enterprise management, the brand is the soul. If an enterprise has the power of brand, it can prove its economic strength and market position also reflect the size of its continued development. So the brand has a decisive role to the development of enterprises. Enterprises must have their own brand assets and can be in an impregnable position in the fierce competition. Brand marketing plays a vital role in the establishment and development of the corporate brand. The remarkable brand marketing can help enterprise to clear unified goal, fully integrated brand marketing resources, build strong brands, brand management, and effectively reduce the marketing costs, rapidly increasing sales, and the brand assets will be accumulated continuously.As the world famous enterprises, Samsung Electronics understand the important position of brand marketing in the enterprise development. So after the severe economic crisis in1997 and 1998, Samsung Electronics set up the strategic target, strengthen the brand marketing from sports marketing, college marketing, choose celebrity endorsements, cultural marketing, cause marketing and so on to win consumer trust and good will of Samsung Electronics.Only in later years, 10 times as much revenue growth, net income soared more than 100 times, makes Samsung Electronics quickly entered the world famous brands, become a communications industry leader, and laid a good foundation for the development of Samsung Electronics. However, its earnings and profit has been falling four quarters since the 2013 fourth quarter. What causes the Samsung Electronics this situation?In this paper, I combine the reality of individual work, analysis the present situation and problems of Samsung Electronics in the north China market brand marketing. Using the theory of PEST, Five Models of Michael Porter and SWOT to analyze interior and exterior environment of brand marketing. Finally, on the basis of the work in front getting the improved method and implementation of countermeasures and it, concluding the Samsung Electronics development direction of future research.Through the combination of theory and practice, we conclude that Samsung Electronics brand marketing in north China should focus on follow:(1) Go the route of quality products and improve the quality of the product;(2) The channel planning, comb and organize all kinds of delivery mode;(3) Control the terminal price to ensure that profit of channel;(4) Reasonable control marketing costs, and improve the cost efficiency;(5) The localization of marketing to improve consumer perception. We think that Samsung Electronics has temporary development bottleneck, but Samsung Electronics has the world’s most advanced technology, such as the screen, processor, flash memory and other key technologies and has been leading the development of communication industry pattern. Not only that, Samsung Electronics has the market share of over 20% in north China, who has the broad customer base and brand awareness. As the product line, market control, price management, and other factors of the management and control, we believe that Samsung Electronics will resume its brilliance and become a real leader and N0.1 in communications industry.