我国通信行业经过十多年快速发展，已从高速增长期进入存量替换期，市场容量饱 和，行业的集中度高，市场竞争激烈。三星手机近年国内销量呈现下降趋势，但仍处于 一线品牌阵营。随着市场增长乏力，各大品牌竞争加剧，三星面对市场竞争压力，如何 提高国内销售量，扩大市场占有率，实现企业发展的经营目标是目前所面临的主要问题。 本文以三星手机为研究对象，理论结合实际探讨分析三星手机的市场营销策略。首 先论述手机营销的相关研究成果作为分析的理论基础；其次介绍三星手机的概况，并运 用 STP 及 4P 理论介绍了三星手机的营销现状；再次运用 PEST 方法分析宏观环境对三 星手机的影响，然后分析了国内通信行业的整体发展状况，并进行竞争者分析及市场需 求分析、内部环境的分析，运用 SOWT 模型分析得到 SWOT 战略选择；最后再次运用 STP 理论和 4P 理论，对三星手机营销提出问题及原因、优化建议。 通过分析，本文认为三星手机目前在营销战略上存在市场细分不够深入、目标市场 过多和定位过宽的问题，建议进行多角度市场细分、选择特定子市场和调整市场定位； 在营销策略上存在产品线长不够聚焦、市场价格混乱、线上渠道销售低于行业平均水平、 促销资源使用效率低、渠道管理成本高、售后服务能力弱的问题，建议聚焦产品差异化 并开发自有系统及配件、构建 FD 平台模式掌控市场、加大线上销售、强化组织功能降 低成本、细化管理提高促销资源利用、提升售后服务。 关键词，通信行业；三星手机；营销策略II Abstract With rapid development of more than a decade, the communications industry in our country has entered into the stock replacement period from the rapid growth period, leading to saturated market capacity, high concentration in the industry and fierce market competition. Samsung mobile phones have shown a declining trend in domestic sales volume in recent years, although it is still in the camp of premium brands. However, Samsung is facing with market competition pressure due to weak market increase and intensifying competitions among brands. Therefore, it is needed to improve domestic sales volume and expand market occupation, to realize operation target for development of enterprises at present. By taking Samsung mobile phones as research objectives, this article discusses and analyzes marketing strategies of Samsung mobile phones in a way integrated with theories and practices. Firstly, it illustrates research findings related to mobile phone marketing, which are taken as theoretical basis for analysis. Secondly, it introduces general conditions of Samsung mobile phones, and introduces marketing situations of Samsung mobile phones by utilizing STP and 4P theories. In addition, it analyzes influences of macroscopic environment on Samsung mobile phones with the PEST method, and then analyzes the overall development conditions in domestic communications industry, and conducts competitor analysis, market demand analysis and internal environment analysis, to acquire SWOT strategy selection with the SOWT model. Finally, STP theory and 4P theory are utilized to propose problems and reasons for marketing of Samsung mobile phones and suggestions for optimization. Based on analysis results, it is regarded that Samsung mobile phones have problems such as insufficient in-depth market segmentation, too much objective markets and too wide orientation in marketing strategies. It is suggested to conduct multi-angle market segmentation, shrink objective markets and adjust market orientation. There are problems in marketing strategies such as decentralized product line length, disorderly market price, lower level in online channel sales than average standard in the industry, low utilization efficiency of promoting resources, high channel management cost and weak after-sales ability. It is suggested to focus on product differentiation and develop own systems and parts, and construct a FD platform mode to master the market and strengthen online sales. Besides, it is advised to strengthen organization functions to reduce cost, and refine management to improve promoting resource utilization and improve after-sales services. Key word，Communications industry; Samsung mobile phone; Marketing strategyIII 目 录 摘要.........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究目的与意义....................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.3 研究方法和内容.............................................................................................................. 5 1.3.1 研究方法................................................................................................................... 5 1.3.2 研究内容................................................................................................................... 5 第二章 三星电子概况及手机营销现状..................................................................................7 2.1 公司概况.......................................................................................................................... 7 2.1.1 三星发展历程........................................................................................................... 7 2.1.2 手机概况及产品线................................................................................................... 9 2.1.3 三星电子的组织结构............................................................................................. 10 2.1.4 经营绩效................................................................................................................. 11 2.2 三星手机的营销现状.................................................................................................... 13 2.2.1 营销战略现状......................................................................................................... 13 2.2.2 营销组合策略现状................................................................................................. 16 2.3 本章小结........................................................................................................................ 21 第三章 营销环境分析............................................................................................................22 3.1 外部环境........................................................................................................................ 22 3.1.1 宏观环境分析......................................................................................................... 22 3.1.2 行业态势与竞争者分析......................................................................................... 25 3.1.3 市场需求分析......................................................................................................... 34 3.2 内部环境........................................................................................................................ 36 3.2.1 资源条件................................................................................................................. 36IV 3.2.2 能力......................................................................................................................... 38 3.2.3 企业文化................................................................................................................. 41 3.3 SWOT 分析 .........................................................................................